Historically, startups launching their products relied on established go-to-market strategies. However, like many other sectors, the landscape for company GTM preparation is being reshaped by artificial intelligence.
“The capacity to achieve more with fewer resources is greater than ever,” remarked Max Altschuler, general partner at GTMfund, during his address at last month’s TechCrunch Disrupt event.
Nevertheless, founders and operators face the intricate task of striking a balance. Although there’s talk of startups engaging developers with enhanced AI proficiency to tackle common GTM challenges, Altschuler noted that specialized domain knowledge remains indispensable.
“Access to strong advisors allows one to grasp time-tested strategies. These foundational approaches are far from obsolete. I believe a fundamental comprehension of marketing principles and their efficacy is still vital,” Altschuler explained.
Alison Wagonfeld, vice president of marketing at Google Cloud, emphasized that the art and skill of marketing continue to be critically important.
“While AI knowledge, a curious approach to AI, and technological expertise are undoubtedly essential, it’s equally crucial to comprehend marketing’s core purpose, to glean customer insights, conduct thorough research, and recognize exceptional creative work,” Wagonfeld elaborated.
However, teams integrating AI can accelerate their pace. “You can disseminate a greater volume of messages more rapidly, allowing for a more comprehensive consideration of the metrics you aim to influence,” she further stated.
Marc Manara, who leads startups at OpenAI, observed that numerous startups have integrated AI into their GTM strategies, often with objectives extending beyond merely reducing resource expenditure.
“While the trend of achieving more with less is prevalent, there’s also a strong emphasis on highly focused execution,” he commented. “The level of personalization and signal tracking attainable through AI today offers a significant advantage.”
He pointed out that current tools for lead generation are considerably more advanced than before. Instead of basic database queries, AI prompts enable startups to identify potential customers matching highly precise criteria.
Inbound marketing has also transformed, he noted, as the output from these prompts can now be used to qualify and score inbound leads “with a far greater degree of accuracy than previously possible.”
As a startup embarks on formulating its go-to-market strategy, Wagonfeld underscored the importance of carefully evaluating the desired characteristics for its GTM team.
“This represents a shift in hiring philosophy; previously, the focus was on recruiting specialists, individuals with deep knowledge, often in a niche within marketing or sales. Currently, the priority is to hire for curiosity and a keen understanding,” she explained. “It has become arguably the foremost quality sought in new hires.”