GTM by the Numbers Ep 12: AI in GTM: What Works, What Doesn’t, and How to Win in 2026
Jan 13, 2026
In this engaging discussion, David Knight, Co-founder and CEO of Avarra, and Neil Weitzman, Fractional CRO and GTM advisor, dive deep into the real impact of AI on go-to-market strategies. They highlight how automating flawed processes only magnifies failure and emphasize the crucial need for effective coaching via AI avatars. The duo warns against adopting AI reactively and stresses the importance of aligning AI tools with genuine business workflows. Their insights offer a roadmap to harness AI’s potential while addressing the human element in sales.
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Episode notes
Don’t Automate A Broken Play
- Speeding up a bad play just scales failure and noise across the system.
- Fix and validate the play before automating it with AI to avoid worse outcomes.
Efficiency Alone Rarely Drives Revenue
- Most early AI work focuses on efficiency wins that don't automatically convert to revenue.
- You must redesign processes and decide how saved time will be redeployed to drive results.
Use AI To Scale Your Playbook
- Use AI to scale your unique playbook and expertise rather than only automating busywork.
- Design AI to enforce the exact behaviors and messaging that win deals for your company.