The State of GTM AI with Craig Rosenberg

Jan 30, 2026

43:47

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Two-thirds of B2B teams are using AI in go-to-market, and 85% report seeing a boost. But there's a massive gap between teams just saving time with AI and those seeing actual pipeline and conversion improvements. What separates winners from experimenters?

Eddie Reynolds sits down with Craig Rosenberg, Chief Platform Officer at Scale Venture Partners, to break down their State of GTM AI Report and reveal what's actually working and why most companies still aren’t seeing the results they expected.

Craig shares the data on which AI implementations drive real revenue impact versus which just save time. From autonomous SDR bots booking qualified meetings to AI-powered competitive intelligence systems that surface opportunities your reps would never find manually, this conversation goes deep on specific examples. Eddie and Craig discuss what "GTM engineers" actually do, whether to buy or build AI solutions, and why most companies struggle to measure ROI despite seeing results.

The conversation also digs into what has to be in place before AI can really make an impact on revenue, which teams are best positioned to lead adoption, and how top performers are using new tools to sharpen what they already do well. If you're trying to figure out where AI fits in your GTM stack and how to move beyond surface-level implementations, this episode delivers the data-backed playbook.

Read Scale Venture Partners’ State of GTM AI Report here.

Listen to Craig Rosenberg’s Podcast: The Transaction Podcast

Key topics covered:

[00:00] Intro

[00:32] Phase One vs Phase Two AI Implementation

[03:55] Marketing Teams Leading AI Adoption

[06:00] Strategy First, Technology Second Approach

[08:42] Successful AI Users Define Specific Outcomes

[11:28] Human in the Loop Requirements

[14:16] Campaign Analysis Driving 3x Pipeline Growth

[18:19] Data Quality Challenges and Solutions

[23:22] Toughest Go to Market Environment Ever