The Best Use Cases for AI in GTM

Hosts Eddie Reynolds and Rachael Bueckert discuss the most effective AI applications for go-to-market teams. Eddie shares candid insights from Union Square Consulting's experience implementing AI across sales, marketing, and customer success, emphasizing that successful AI adoption requires the same foundational elements that make human-driven processes work.

The conversation explores specific AI use cases that are delivering real results, from automated account research and personalized outbound messaging to customer health scoring and expansion opportunity identification. Eddie draws parallels between today's AI implementation challenges and the early days of sales automation tools, warning against the temptation to simply add volume without strategic focus. Rachael adds practical examples of how their team uses AI as a co-pilot for content creation and marketing analytics while maintaining quality and authenticity.

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[00:00] Intro

[01:42] Common AI implementation mistakes

[04:31] Jason Lemkin's AI SDR success story

[09:32] AI as copilots not autonomous systems

[14:28] Account identification using AI

[18:24] Foundational elements before AI acceleration

[22:32] Process mapping for AI success

[24:22] Content generation with AI copilots

[26:26] Lead scoring and prioritization

[31:01] Marketing analytics with AI assistance

[36:04] Customer success AI applications

[40:58] Neglected CS departments need AI

[46:46] Alignment and focused investment requirements

[51:36] Choosing your first AI use case

[56:43] Revenue retention priority framework

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