AI in go-to-market is mostly bullshit.
In this episode, Toni talks with Koen Stam, a senior sales leader at Personio and creator of GTMOS. They break down where AI is actually helping in sales, marketing, and customer success, and where it’s falling apart.
They talk about why “AI SDRs” don’t live up to the pitch, why outbound emails generated by AI are useless without context, and why most teams don’t have the data or workflows to make AI perform. Koen shares how he uses AI at Personio for tasks like research, call prep, and churn prediction, and why the fundamentals still matter more than hype.
Visit Personio: https://www.personio.com/
Read Koen's Substack: https://koenstam.substack.com/
Learn more about Attive: attive.ai
- (00:00) - Introduction
- (04:04) - The Importance of Context in AI
- (07:14) - Challenges in AI Implementation
- (10:47) - AI and SEO
- (14:56) - AI in Sales and SDRs
- (23:06) - Proactive AI Assistance
- (25:43) - Balancing Automation and Relevance
- (28:10) - AI in Sales and Call Coaching
- (31:35) - The Importance of Practical AI Applications
- (41:28) - Proactive Churn Prediction with AI
- (48:05) - Wrapping up
