At RevCon, Kyle Coleman (CMO at Copy AI) and Emma C. Lalley (GTM Lead at OpenAI) shared how to use AI to level up your GTM strategy. They offered practical tips to stay efficient and build better customer connections. Here’s a quick recap of their top insights.
Redefining GTM: A customer-first approach
Kyle and Emma emphasized that GTM isn’t just sales, marketing, and ops—it’s a unified, customer-first approach covering the entire customer journey. As companies grow, GTM should evolve:
- Early Stage (MVP to Series A): Define your Ideal Customer Profile (ICP), test verticals, and refine your value proposition.
- Growth Stage (Series B to C): Develop repeatable GTM playbooks, build teams, and target specific verticals.
- Scaling Stage (Beyond Series C): Focus on proven strategies, align teams, and drive consistent growth.
Start with the Customer, not the playbook
Effective GTM starts with understanding customer needs, not company playbooks. Kyle stressed that teams often focus too much on their preferred channels or tactics rather than what customers actually need. Emma added that every touchpoint—emails, demos, pitch decks—should focus on the customer experience. Align your GTM processes to what your customers care about for real impact.
The power of a strong POV
Kyle highlighted the importance of a bold, clear stance, referencing Play Bigger’s category design concept. Messaging needs to be unique and provocative, pushing customers to choose your vision of the future. When customers buy into your vision and advocate internally, you know your messaging is resonating, building strong, long-term relationships.
Why GTM teams struggle
Emma and Kyle identified two main challenges teams face:
- Too many priorities: Companies often juggle too many campaigns, diluting focus. Leaders need to clearly set and communicate priorities.
- Siloed tools and teams: Over-automation has led to disconnected tools and siloed data, complicating GTM efforts. Kyle explained that the obsession with automation, tech, and hyper-specialization created bloated and inefficient GTM teams.
How AI can streamline GTM
Emma and Kyle explained how AI streamlines GTM processes for efficiency and speed:
- Speed up tasks: AI can quickly draft emails, summarize calls, and research accounts, saving reps valuable time for strategic thinking.
- Personalize at scale: AI enhances customer interactions by generating tailored content, making every touchpoint more impactful.
AI implementation framework
Kyle and Emma laid out a simple framework for using AI in GTM:
- Identify bottlenecks: Spot slow, repetitive tasks (e.g., lead scoring) where AI can step in.
- Automate low-value tasks: Use AI for repetitive activities like email drafting or call summaries, freeing up teams to focus on strategy.
- Test and iterate: AI allows quick A/B testing, helping optimize messaging and tactics faster.
Tactical steps for teams
Emma offered actionable steps for using AI effectively:
- Upskill the team: Train your team on AI tools, focusing on prompt engineering and AI workflows.
- Optimize workflows: Enhance processes like forecasting, CRM updates, and SDR tasks using AI.
- Leverage unstructured data: AI can turn call notes or feedback into actionable insights, aligning sales, product, and finance teams.
AI’s role in breaking down silos
AI isn’t just about speed—it’s also about syncing teams:
- Data sync: AI connects fragmented data across systems (CRM, emails, feedback) so teams have unified insights.
- Contextual messaging: AI helps tailor content, keeping sales, marketing, and product teams aligned.
Quick wins with AI
- Empower your team: Train your team on AI to boost efficiency.
- Automate repetitive tasks: Start by automating basic tasks like research and CRM updates.
- Personalize interactions: Use AI to deliver personalized messaging, enhancing the customer experience.
AI’s impact on GTM
Emma and Kyle highlighted that AI, when used right, isn’t just about automation—it’s about combining speed with personalization for a better customer experience. Success lies in focusing on high-value tasks, automating the rest, and keeping a human touch where it counts.
Make sure to watch the whole session and join our upcoming webinars on RevOps, sales, marketing and all in between!