The Revenue Formula Why most AI in your GTM is BS
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Nov 4, 2025 Koen Stam, a senior sales leader at Personio and the mind behind GTMOS, dives into the reality of AI in sales. He argues that much of the AI hype is misplaced, particularly with AI SDRs and automated outreach. The discussion emphasizes the need for solid context and data quality for AI to be effective. Koen shares practical applications of AI for research, call prep, and churn prediction, highlighting that true success comes from augmenting human insights, not replacing them with automated solutions.
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Start With The Problem, Not The Tech
- Overhype complicates AI adoption; start by understanding the real problem before adding shiny features.
- Koen built GTMOS to collect GTM learnings and surface context-specific microlearnings via AI.
Text-Rich Context Drives AI Wins
- AI succeeds where rich, high-quality text data exists, which is why coding, legal, and support saw early wins.
- Marketing must optimize content and site context for AI
Automate Research To Enrich CRM Context
- Build research agents that enrich CRM data with web signals to prep reps automatically before meetings.
- Let AI run 24/7 to surface those insights so reps start Monday already prepared.