II. Core Principles of AI-Driven GTM

AI in GTM is not about layering multiple tools into your current motion. It’s about taking a step back and thinking about where and how your approach can improve. While most teams approach AI as a set of features to deploy, the best teams treat it as a strategic shift in how decisions get made and action gets taken. In this section, we’ll highlight the core principles of building your GTM strategy with AI. These are high-level “best practices” that we practice ourselves and share with customers as they grapple with questions around why, when, and where to start.