The article discusses the mixed impact of AI on B2B go-to-market (GTM) teams, highlighting that while many leaders see little benefit, some are achieving significant results. It shares insights from 30 GTM experts and outlines practical AI use cases across content creation, marketing, and sales, emphasizing that teams don’t need to be AI experts to leverage these tools effectively.

Philip Lacor, CRO of Personio, outlines how they transformed their sales process using AI in just six months. He shares key lessons learned, including the importance of cross-functional collaboration and prioritizing tasks based on customer needs, while detailing successful AI use cases that boosted efficiency and insights.