GTM 80: AI in GTM Deep Dive | Overcoming Analysis Paralysis and Tactical Use Cases with Andy Jolls
Feb 6, 2024
auto_awesome
Andy Jolls, a marketing executive, discusses his journey into AI and generative AI. The podcast delves into AI's impact on go-to-market, approaches for AI implementation, tactical use cases in marketing such as SEO strategy development and analyzing data using AI tools.
AI can be used to improve SEO strategies and content creation, providing insights and generating assets for better search engine optimization.
Teams should balance short-term profitability with long-term brand building by narrowing their focus and prioritizing tasks using a rule of three.
Deep dives
AI and Machine Learning Use Cases
AI and machine learning are being used in a variety of practical ways. One example is using AI to improve SEO strategies and content creation. It can generate insights and help write assets that improve SEO. Another use case is data analysis, where AI tools like GPT-4 can synthesize data and provide insights. This can be applied to CRM data for faster analysis. Operationalizing AI in the go-to-market function is also essential. Teams can focus on quality over quantity, selecting a few tools to master and sharing knowledge through channels like Slack. The use of AI in brand building and marketing is crucial for long-term success, rather than solely focusing on short-term profitability. By being strategic and narrowing the focus, teams can effectively implement AI in their go-to-market strategies.
Overcoming Paralysis and Narrowing Focus
One widely held belief that revenue leaders have is the need to make quick decisions. However, it is important to incorporate the concept of 'yes, no, not now' to avoid overwhelming the team. Another belief is that non-measurable activities and branding should be shut down to focus on profitability. However, balancing both short-term profitability and long-term brand building is essential. By narrowing focus and applying a rule of three, teams can overcome paralysis and effectively prioritize their efforts. This can be achieved through sprint systems and demos to ensure maximum focus and progress on the most important tasks.
Tactical AI Strategies
There are several tactical strategies for using AI tools. One example is leveraging AI for SEO strategies, from developing an SEO strategy to writing optimized content. AI can also be used for data analysis, synthesizing and analyzing data to gain insights. Another tactic is the operationalization of AI across the go-to-market function, where teams can focus on quality over quantity and establish channels for knowledge sharing. Furthermore, AI can be applied to diverse areas, such as customer journey mapping, qualitative feedback analysis, and content generation, enabling teams to save time and improve efficiency. Narrowing focus and using a rule of three for task prioritization is also a powerful strategy.
The Power of Collaboration and Creative Thinking
Collaboration and creative thinking are essential for successfully implementing AI. By breaking down barriers and encouraging cross-team collaboration, valuable insights can be gained and teams can leverage the power of AI effectively. It is important to approach AI experimentation with curiosity and creativity, exploring various use cases and finding practical applications within the team's operations. Creating a culture of continuous learning and embracing AI tools in personal and professional settings can also lead to more successful AI adoption and implementation.
Andy Jolls is 25+ year executive with several years in CMO roles. As a full stack marketer, Andy has re-architected six brands and identities, and built three funnels from the ground up. He’s been a B2B leader in businesses from pre-revenue to $600MM. Andy co-Chairs the CMO group for Pavilion (6000+ GTM leaders) and is active in several marketing communities. He’s also a proud alum of Michigan and Northwestern. He began his ML/AI journey several years ago and has been working in Generative AI since August 2022. Currently, he operates his own consultancy helping leaders with marketing strategy and AI in GTM.
What You Will Learn:
Andy's entrance into machine learning and generative AI starting in 2018.
Actionable use cases like localization/translation, SEO strategy development, analyzing CRM and other datasets.
A framework for thinking about AI initiatives as quick wins, differentiated use cases, and transformational.
Approaches for operationalizing AI learnings across go-to-market teams.
Tactics individuals and startups can take to get started with generative AI tools.
Highlights: (3:44) Andy’s journey into machine learning and AI.
(6:08) Getting ChatGPT to write Andy's father's obituary.
(8:26) AI's impact on go-to-market, including Gartner's 3-stage framework: quick wins, differentiated use case, and transformational initiatives.
(14:25) Analysis paralysis and how founders can approach AI implementation.
(26:00) Overcoming adversity in business school.
(30:00) Tactical use cases for AI and examples of how Andy is leveraging it.
(40:26) One thing revenue leaders believe to be true that Andy thinks is bull$***.
(43:20) One thing that is working for Andy in go-to-market right now.
Sponsor: Today’s episode is sponsored by Flex, a finance super app built around a credit card with unique Net-60 day terms that enables businesses to make an investment today and pay it back 60 days later with zero percent interest. If your business growth is constrained by the cashflow you need for inventory, advertising, or something else, Flex could provide you with an interesting growth lever.
The GTM Podcast The GTM Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.
Visit gtmnow.com for more episodes and other interesting content.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
