Why AI won’t fix a broken GTM system
AI has become one of the biggest conversations in go-to-market. But for many teams, the problem isn’t whether they have enough AI in the business. It’s whether the systems underneath are strong enough for AI to actually help.
In this episode, Paul Gibson speaks with Fiona McKenzie, President of Europe at MarketBridge, about why AI often exposes the cracks in GTM systems instead of fixing them.
They discuss what happens when companies layer AI on top of fragmented data, disconnected processes, siloed teams, and unclear strategy. Fiona also shares where AI is creating real value today, why governance matters, and what GTM teams should do before expecting AI to transform growth.
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