GTM 80: AI in GTM Deep Dive | Overcoming Analysis Paralysis and Tactical Use Cases with Andy Jolls

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.

Guest Speaker Link:
LinkedIn: www.linkedin.com/in/ajolls/

Host Speaker Links:
LinkedIn: www.linkedin.com/in/ssbarker/
Newsletter: thegtmnewsletter.substack.com/

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
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

Sophie Buonassisi  is the Vice President of Marketing at GTMfund, overseeing GTMnow – the media arm of the GTMfund brand – and the internal community. She’s passionate about empowering go-to-market leaders and founders with access to insight through GTMnow’s channels, such as the podcast, the newsletter, and more. Before joining the GTMfund team, she spend over four years building and scaling GTM at a predictive conversion optimization company. She enjoys advising SaaS companies as they build out and optimize their marketing and overall GTM strategies.

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