Kyle Norton, CRO at Owner.com, is interviewed by Everett Berry to break down exactly how to scale pipeline generation using applied AI and GTM engineering.

Scaling an SMB sales motion requires ruthless efficiency and a modern outbound automation stack. This episode covers how to integrate applied AI into your GTM strategy to dramatically increase decision-maker connect rates, streamline pipeline generation, and execute high-volume cold calling campaigns.

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Key Takeaways:

Automate pre-call research to maximize SDR output. By injecting AI-generated local name drops and personalized pain points directly into Salesloft, Kyle's reps can make 150 to 200 dials and connect with 20 to 30 decision makers daily - a 5x improvement from where they started.

Run GTM engineering pilots in small batches. Seat your applied AI specialists directly next to frontline reps so they can accurately assess impact. Test specific interventions—like shifting call blocks to 5:00 PM—so you're only handing proven workflows for broader application across the team.
Leverage executive personal branding for inbound recruiting. Publishing consistent, AI-assisted content on LinkedIn generates massive inbound applicant volume. In Kyle's case, this has completely eliminated the need for expensive external recruiting agencies.
Keep sales managers focused on core competencies. Let your applied AI team build the tech while managers focus on hiring and coaching.

Chapters:

00:00 Episode Intro

01:37 Scaling AI-Driven SMB Sales

03:43 The PICRIOS Cold Call Structure

06:25 Running GTM Engineering Experiments

08:38 Structuring an Applied AI Team

10:06 Automating Transactional SMB Sales

13:17 Future Go-to-Market Team Roles

15:39 Personal Branding for GTM Recruiting

18:52 AI Workflows for Content Creation

23:19 Finding Time to Learn AI Tools

26:38 Buying vs Building Data Stacks

28:33 Using Claude to Learn Tech Skills

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