Humans of Martech

170: Keith Jones: OpenAI’s Head of GTM systems on building judgement with ghost stories, buying martech with cognitive extraction and why data dictionaries prevail

May 20, 2025
Keith Jones, Head of GTM Systems at OpenAI, has a rich background in sales operations and tech. He reveals that the best way to buy martech isn't through spreadsheets, but through cognitive extraction, combining stakeholder input with AI. Keith shares insights on his career journey from sales to operations, exploring how empathy shapes decision-making. He discusses the future of SaaS with fewer tools and stronger data infrastructure, and emphasizes the importance of a hands-on approach to integrating AI in marketing strategies for better outcomes.
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ADVICE

Cognitive Extraction for Buying

  • Spend time writing down must haves and nice to haves for a buying cycle.
  • Record yourself narrating the list to add context or new ideas, then synthesize with GPT.
ANECDOTE

Journey into Sales Ops

  • Keith fell into sales ops after being a sales rep and got promoted to sales engineer.
  • His empathy for sellers guides his approach to building sales systems.
INSIGHT

GTM Ops vs. Systems Insight

  • GTM ops focuses on enabling the field with processes and education.
  • GTM systems work behind the scenes managing technology and require deep, methodical focus.
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