The 3 ways your marketing team needs to be using AI

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Apr 16, 2025

Dave Boyce, EVP of Product at Winning By Design and author of 'Freemium', dives into the transformative role of AI in marketing. He explores how leaders must adapt by fostering curiosity and collaboration among teams. Discover three key areas where marketing teams should implement AI to drive growth and avoid chaos. With insights from industry giants like Adobe and Uber Eats, Boyce emphasizes the need for clear goals and performance measures. He also discusses enhancing customer engagement and the evolving landscape of go-to-market strategies.

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ADVICE

Curiosity Is Key for AI Leaders

Leaders must adopt a mindset of curiosity to thrive in the AI-driven go-to-market world.
They should learn and adapt alongside their teams rather than relying on old methods or charisma.

ADVICE

AI Scales Good Processes Only

AI can only speed up well-designed go-to-market processes, it cannot fix poor ones.
Leaders must carefully articulate and codify their go-to processes before scaling with AI.

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Measure and Tune AI Agents

Define clear goals before deploying AI agents in go-to-market functions.
Continuously measure and adjust agent performance through reviews to improve results.

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Hot off the heels of Shopify’s leaked AI manifesto, most every marketing leader should be wondering the same thing this week: are we using AI well enough?

In this episode of The Proof Point, Dave Boyce, EVP of Product at Winning By Design, examines how AI is redefining the leadership landscape in the go-to-market space. And, he’s sharing the top 3 things every marketing team should be using AI for (and if you’re not...now’s the time to get started).

Dave discusses adapting leadership in the AI age, highlighting curiosity and process design over charisma. Listeners will learn how AI is shaping go-to-market strategies, with examples from Adobe, Uber Eats, and Calendly. This episode explores integrating AI with human efforts to drive exponential growth, stressing the importance of a clear process framework.Discover how to nurture a culture of curiosity and adaptability, and ensure AI implementation doesn't simply multiply inefficiencies. Dave discusses his hands-on experiences and shares practical approaches to managing AI alongside human talent in go-to-market teams.

What You’ll Get:

The evolution of leadership skills crucial in an AI-first market
Insights into fostering a curious and innovative team culture
Strategies for scalable AI implementation that avoids chaos
Examples of AI transforming go-to-market operations at top companies

Things to listen for:
(00:00) Mark’s introduction and Dave’s time as an Eagle Scout
(03:14) Leadership shifts needed for an AI-driven go-to-market landscape
(09:01) The importance of systematic go-to-market instructions for AI
(14:24) AI agents and the significance of performance reviews
(17:59) Essential skills for leaders in a human and AI collaborative world
(20:05) Winning By Design’s innovative Revenue Architecture
(22:14) Success stories: Canva's customer-centric go-to-market approach
(38:40) Dave’s Boyce’s insights on freemium models and his book "Freemium"

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