AI can automate busy work, but it won't automate judgment, empathy, or curiosity—the things that actually win deals. Too many go-to-market teams are chasing speed before trust, buying AI tools hoping they'll fix what's broken instead of understanding the system first. The result? Automation that scales confusion instead of growth.

CRO Stories host Rachael Bueckert sits down with Jody Geiger, Co-founder of AI Sales Studio at GTM Shift, to explore what it actually takes to build a culture of innovation around AI in go-to-market operations. With 20 years in sales leadership across companies like Apple, Galvanize, and Rogers, Jody brings hard-won perspective on what separates teams that succeed with AI from those that chase shiny objects and miss the fundamentals.

The episode digs into practical applications of AI in GTM operations, from auditing workflows at the click level to building systems with learning loops built in. For GTM leaders trying to tie AI to pipeline, win rates, and rep productivity, Jody offers a clear framework: find the friction in your system, do good discovery like a salesperson would, audit workflows at the ground level, and build a business case before implementing. The goal isn't to replace human capabilities but to augment them, freeing up teams to focus on the things AI can't do—building relationships, exercising judgment, and staying curious.

Key topics covered:

[00:00] Intro

[03:35] Building Go-to-Market Orgs from Scratch

[08:05] Skills and Mindsets for High-Performing Revenue Teams

[09:29] Scaling the Unscalable Differentiator

[13:37] Capturing Customer Insights Without Extra Time

[16:05] AI Sales Studio Origin Story

[18:28] Best Use Cases for AI Implementation

[22:21] First Measurable AI Win Demo Automation

[26:37] Streamlining Outbound Email with AI Workflows

[29:51] Teaching AI Implementation Through Workshops

[33:14] Behaviors of AI-Enabled Elite Sellers

[36:36] Measuring AI Impact on Pipeline and Productivity

[38:45] Where to Find Jody and AI Sales Studio

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CRO Stories: Creating a Culture of Innovation Using AI with Jody Geiger

GTM Science - A show for GTM and RevOps leaders