The article discusses the mixed impact of AI on B2B go-to-market (GTM) teams, highlighting that while many leaders see little benefit, some are achieving significant results. It shares insights from 30 GTM experts and outlines practical AI use cases across content creation, marketing, and sales, emphasizing that teams don’t need to be AI experts to leverage these tools effectively.

The article discusses how marketers can leverage recorded sales calls and AI to extract valuable insights that go beyond traditional data analysis. It outlines a step-by-step process for creating a custom GPT to analyze sales call transcripts, identify buyer patterns, and refine sales pitches.

This article explores how SafetyCulture uses AI agents to enhance marketing efforts, focusing on lead enrichment, automated outreach, and personalized customer engagement. The strategies led to significant increases in lead coverage and meeting bookings while streamlining workflows.

Marketing and sales teams are rapidly adopting AI technologies, with 68% of professionals using AI at work, but there is a significant skills gap, as only 17% have received comprehensive, job-specific training. This lack of training poses risks, as many use unapproved tools and feel uncertain about AI's impact on productivity and revenue. To harness AI's full potential, organizations need to implement role-specific training, establish governance policies, and measure outcomes effectively.