A New AI Framework for GTM Teams

Back in Vancouver after a month in NYC.

Timely return with this weekend being Canadian Thanksgiving – Happy Thanksgiving to all my Canadians out there. 

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Grateful for you all – Canadians and non-Canadians of course. 

Also grateful that the GTMfund team is growing – we had Sophie Buonassisi, our new VP of Marketing, start this week. Big things happening.

Big things also happening in the AI space. We can’t get away from it.

The buzz and the pressure to implement AI solutions can be overwhelming.

In partnership with Jorge Peñalva, the CEO of Lang.ai, and the team at G2 we’ve built the first framework to implement AI for GTM teams.

Let’s get into it.


The number one thing on just about everyone’s mind right now is: how can I implement AI to grow more efficiently?

Max Altschuler from the GTMfund answers this:

 “AI is not a silver bullet. No technology is a silver bullet. If your GTM motion is not working today, it’s certainly not going to work with AI. You’ll likely just go faster in the wrong direction. It happens with any new major breakthrough in technology like mobile, blockchain, and now AI. People have a tendency to get distracted by the technology itself and lose track of the underlying problems that they’re really trying to fix.

“A few years ago, each of your teams would have run out to buy the latest AI point solution because of FOMO. Now, I would urge teams to go back to the basics.  Get your leadership team together, re-evaluate each juncture in your GTM process from customer discovery to upsell, and re-imagine a better way to engage your customers using these new advancements in AI. 

“Map that new world out, use a framework like the one below to evaluate which AI option is right for your organization, conduct some smaller tests, iterate based on the data you get, and then roll it out across a single business unit. After that, it goes to the entire organization.

“Without a holistic strategy like this, I actually think that AI has the ability to do more harm to your business than good. There’s no doubt in my mind that AI will help us rewrite the current GTM playbook, but it’s early days. This is one of those situations where companies need to slow down in order to speed up.”

Matthew Miller, principal analyst at G2 focused on AI, agrees. His research of almost 200 categories with generative AI features bares this out. Despite the bells and whistles of newfangled technology, the needle has hardly moved when it comes to how well the software fulfills the requirements of software users. Determining needs should come first, and only then should you try to figure out how to use the best software to achieve the best results.

Currently, there are 3 primary options available to implement AI in a company:

  1. Cloud or LLM providers: Large cloud providers, like AWS, Google, or Microsoft, all provide services to implement generative AI in a secure way in the cloud. Large language model (LLM) providers are the new players on the scene for this new AI wave – they help you run generative AI in an enterprise environment with their own models or Open Source Models.

  2. Vertical leaders with new AI capabilities: Software platforms that have grown in a certain vertical, or persona, such as sales, customer support, CRM, or finance. They typically specialize in a specific business function or area.

  3. Enterprise AI startups: Companies focused on safely implementing AI for enterprise-specific use cases, especially privacy and security. Enterprises want to know that their data isn’t being used to train models; these startups cater to that need. 

Within each of these three options lies a multitude of additional considerations on which tools to select. With all these choices, setting up AI is a difficult decision for GTM teams. 

We’ve created this framework to make it easier to choose which type of vendor works for your company and your specific use case.

How to use this framework is broken down, along with details and examples on the three options for implementing AI, in the full G2 article written by Jorge Peñalva.

Read the full article here: https://learn.g2.com/jorge-pe%C3%B1alva-ai-framework-for-gtm-teams.

What you’ll learn in this article:

  • How to make the right choices for using AI across teams.

  • Which implementation option is best for your business. 

  • How to choose the right AI tool.

  • Why you shouldn’t forget about data privacy.


👀 More for your eyeballs

Interesting read from Pavilion, exploring the benefits of integrating different sales technologies to improve sales team performance. It emphasizes the need to create a cohesive tech stack that enhances efficiency, data utilization, and customer engagement in the sales process🤖. Full article linked👇


👂 More for your eardrums:

Revisited episode feature this week! Check out Episode 2 on The GTM Podcast with the absolute Queen of Community, Holly Firestone 🔥


🚀 Start-ups to watch: 

Writer raises $100 million in Series B to deliver on generative AI for enterprises. Pumped to see them absolutely crushing this year 💥


🔥Hottest GTM job of the week:

Director of Solution Engineering at CaptivateIQ, more details here.

See more top GTM jobs here.


That’s it for this week.

Curious to hear your thoughts on the framework for implementing AI. 

Leave a comment below.

Barker ✌️

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Before helping found GTMfund, Scott spent 4 years at Outreach as Director of Strategic Engagement. He was in charge of aligning key relationships with VCs, BoDs, ecosystem partners and community members to drive revenue and strategic initiatives across Outreach. Scott initially ran revenue/partnerships for Sales Hacker (which was acquired by Outreach in 2018). Prior to Sales Hacker, he led and built outbound Business Development teams at Payfirma and MediaValet. Scott also advises for a number of high growth start-ups and is the host/author of The GTM Podcast and The GTM Newsletter. At GTMfund, Scott leads all fundraising efforts and runs the media arm of the firm. He’s also responsible for assessing investments, team management, LP/community relationships and GTM support for founders.

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