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Embracing Change: Why Engineering Has Its AI Productivity Story and GTM Doesn't (Yet)
Every other function has a visible AI win, and the CEO is waiting for GTM's. This talk walks through the three pitfalls that keep GTM AI stuck ("our data isn't clean enough yet," tool sprawl, and measuring productivity with vibes), why it's an architecture problem rather than a budget problem, and how to scale the judgment of your best reps across the whole team. Given at Forrester B2B Summit, April 2026.
What the audience leaves able to do
- Run a deconstruct-before-you-automate audit on three to five GTM processes
- Tell pattern-matching work (automate now) from judgment work (the bigger prize)
- Decide what to build (your judgment layer) and what to buy
- Measure AI productivity in numbers finance will accept
Who it's for
CEOs and CROsRevenue and enablement leadersPE operating partners
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