Stage 1: Denial

“AI doesn’t really apply to us.”

Overview:

Organizations at this stage either don’t believe AI will impact GTM or are too focused on legacy systems to explore change. AI might not even be in the conversation — there’s no experimentation, no structure, and certainly no strategy. You’re stuck waiting for a perfect use case, market signal, or maybe just for someone else to go first.

Cultural Signals:

• Zero budget or internal champions
• Waiting for AI to become “proven” before engaging

Risks:

• Missing early learnings that faster-moving competitors are already gathering
• Talent attrition as individuals look for more innovative environments

How to move forward:

• Encourage low-risk IC-led experimentation (e.g., ChatGPT for research or call summaries)
• Host team session education sessions to discuss areas of opportunity
• Create space for exploration without the pressure of immediate ROI