AI at work: from signals to revenue

Our November User Group explored how Thoughtworks operationalized AI across their go-to-market engine — strengthening their data foundation, expanding visibility into buying groups, and using Demandbase to drive more intelligent, efficient day-to-day execution. The conversation unpacked how Buying Group AI, scoring, and predictive models create clarity across teams and unlock measurable impact.

We followed the story with a practical walkthrough showing how Demandbase AI builds personas, detects expanded buying groups, recommends contacts, and helps GTM teams take action at scale. If you missed it live, watch the replay to see how AI becomes a working member of the revenue team, not just another tool.

Points of Interest

• Why AI Became a Strategic Layer (01:00)
  Thoughtworks’ shift from backwards-looking reporting to proactive, AI-supported decision-making.
• What “Data Mature” Really Means (02:20)
  How existing dashboards and data infrastructure set the foundation — and why structuring unstructured data mattered.
• Aligning the Org Around AI (03:00)
  How leadership and GTM teams rallied around building an AI-driven culture and a unified strategy.
• Buying Group AI: Expanding Visibility (06:00)
  How Buying Group AI uncovered expanded buying groups, boosted engagement, and surfaced non-traditional influencers
• End-to-End Scoring & Predictive Models (10:00)
  Why Thoughtworks moved from Marketo scoring to Demandbase’s unified system for faster iteration and clearer insight.
• Measuring AI Without New KPIs (13:45)
  How the team measured AI’s impact using existing revenue and engagement metrics rather than creating new ones.
• Thoughtworks’ AI Big Picture (17:00)
  What’s ahead: deeper orchestration across CRM, content, and advertising; multi-agent collaboration; autonomous media planning; and expanded predictive intelligence.
• Advice for GTM Leaders (18:20)
  Start with a use case, build belief through quick wins, and treat AI like a team member.
• Live Demo: Buying Group Setup (21:00)
  How personas, buying groups, anonymous signals, and recommended contacts come together inside Demandbase.
• Natural-Language Filtering & Actioning (29:00)
  How teams can filter account lists conversationally (“show me accounts over $100M”) and take immediate action.
• Person-Based Intent Preview (37:00)
  A look at intent scoring at the individual level and how to act on those signals.

What’s Next

Join us December 11 for the Product Roadmap User Group, where we’ll preview what’s coming across AI orchestration, buying groups, sales workflows, and predictive intelligence.