AI in Action: GTM use cases that work (with Andy Mowat)

This podcast explores how AI can be effectively integrated into go-to-market operations. Guest Andy Mowat challenges the idea of a separate "AI strategy," suggesting instead that businesses should focus on their specific challenges and use AI as a tool to address them. He shares examples of successful AI applications in sales enablement, such as enhancing knowledge searches and practicing mock calls. However, he warns against relying too heavily on AI for outbound sales, where human creativity and strategic targeting are still essential. Mowat also stresses the need for a solid data infrastructure and data fluency before adopting AI solutions, noting that AI should be viewed as a way to enhance operations rather than simply a means to cut costs at this stage of its development.