The Right AI for GTM: Avoid the Chaos, Seize the Advantage

AI is not the future of go-to-market. It’s happening right now. But here’s the catch: AI is a force multiplier, not magic. If the foundation of your GTM is not strong, AI will expose and deepen the cracks. In order to win, you need the right AI—one that aligns your tech, your teams, and your targets to drive real revenue growth.

The Problem: GTM is Already Too Fragmented

For years, sales and marketing teams have been operating in silos—different data sets, disconnected outreach, and competing priorities. AI should fix that, but if you’re not careful, it’ll make things worse.

GTM agents, when used incorrectly, are the latest culprits in this chaos. Instead of uniting sales and marketing, they can:

• Misalign your teams – Agents can pull from different data sets, creating even more disconnect between sales, marketing, and customer success.
• Operate on bad data – AI is only as good as the data feeding it. If your first-party data is dirty and your third-party signals are weak, your AI-driven insights are worthless.
• Overpromise and underdeliver – Too many V1 AI products are being oversold as ‘magic bullets’ when they’re really just hype machines.
• Become commoditized – Many of today’s AI-driven prospecting and email generation tools are about to become table stakes. If you’re investing big in these alone, you’re already behind.
• Distract from strategy – The best GTM teams align resources to the highest-value accounts. AI should sharpen that focus, not dilute it with shiny new tactics.

The Solution: AI That Aligns, Not Fragments

Winning in B2B isn’t about using AI. It’s about using the right AI—the kind that aligns your GTM teams, eliminates inefficiencies, and drives precision at scale. That’s exactly what we’re building at Demandbase: the most open, flexible, and transparent AI-powered platform for revenue teams.

Our Phase IV strategy is simple:

• Align your entire GTM motion with a unified data platform. No more disparate signals or conflicting insights.
• Automate intelligently. AI should enhance human decision-making, not replace it.
• Develop APIs that connect, not isolate. Your tech stack should work together seamlessly, not in disconnected pieces.

Join Us at GO London 2025: Where the Future of AI-Powered GTM Takes Shape

If you want to see how the right AI is transforming go-to-market, join us at GO London Summit on April 30, 2025. This is where the top minds in B2B sales and marketing will share how they’re leveraging AI to:

• Scale aligned, AI-driven GTM strategies
• Use AI-powered account intelligence to stay ahead of the competition
• Optimize pipeline efficiency and turn intent into revenue

I’ll be delivering the opening keynote, breaking down the real future of AI in GTM—and how we’re making sure it works for you, not against you.

AI is the biggest opportunity we’ve ever seen in B2B. But it’s also the biggest risk—if you get it wrong. Don’t let fragmented AI sink your GTM strategy. Join us in London and make sure you’re using the right AI to drive revenue, not chaos.

Register now and be part of the AI-powered B2B revolution.