GTM by the Numbers Ep 10: The State of AI in Go-To-Market: What’s Working, What’s Not & What To Do About It with Kristina McMillan
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Oct 21, 2025 
Kristina McMillan, a pioneering force in go-to-market strategies and a leader at Scale Venture Partners, dives into the current state of AI in GTM. She discusses the leading roles of marketing and sales development in AI adoption, while customer success lags. Kristina highlights the shift from basic AI applications to more strategic uses, the importance of go-to-market engineers, and how to effectively measure AI impact with new benchmarks. She also shares insights on effective change management and the future of AI in making better decisions.
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Think Creatively About AI Funding
- Fund AI from the budget that best matches the tool: IT for cross‑org infrastructure, functional budgets for point replacements, or split costs across owners.
- Consider borrowing from multiple budgets to pilot and scale rather than forcing tradeoffs inside one function.
AI Expands Human Cognitive Work, Not Always Headcount Cuts
- AI rarely replaces entire GTM teams long term; early layoffs often led to pipeline drops and rehires.
- Instead, AI shifts mechanical tasks to models and raises human cognitive expectations and quotas per rep.
Hire Go‑To Engineers Under Ops
- Hire or embed go‑to engineers under ops/RevOps to own AI strategy, orchestration, and quality control for workflows and agents.
- Focus ops on execution and quality so teams deliver personalized, high‑relevance outreach at scale.
