GTM by the Numbers Ep 10: The State of AI in Go-To-Market: What’s Working, What’s Not & What To Do About It with Kristina McMillan
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Oct 21, 2025 
Kristina McMillan, a pioneering force in go-to-market strategies and a leader at Scale Venture Partners, dives into the current state of AI in GTM. She discusses the leading roles of marketing and sales development in AI adoption, while customer success lags. Kristina highlights the shift from basic AI applications to more strategic uses, the importance of go-to-market engineers, and how to effectively measure AI impact with new benchmarks. She also shares insights on effective change management and the future of AI in making better decisions.
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Why Marketing And SDRs Lead AI Adoption
- Marketing and sales development lead AI adoption because their daily work aligns with level‑one AI tasks like research, content, and enrichment.
- Customer success lags because its high‑stakes customer interactions force slower, more cautious experimentation.
Prioritize Quality Over Quantity
- Move beyond level‑one productivity uses (messaging, content) to integrated use cases that improve quality, like campaign analysis and transcript coaching.
- Prioritize complex, connected workflows for outsized impact rather than only increasing activity volume.
Build Versus Buy Is A Spectrum
- Teams use a mix of build and buy: general LLMs for simple tasks, point solutions for mid complexity, and custom builds for cross‑org orchestration.
- Build where customization and orchestration matter; buy where best‑practice point solutions reduce maintenance.
