For marketers seeking job security, the most valuable skill is hands-on expertise deploying 2-3 leading AI GTM tools. This goes beyond concepts; it means personally managing the setup, training, and performance tracking of these agents. This practical, rare skill makes a marketer extremely valuable and employable for the next 18 months.

To prepare for a future of human-AI collaboration, technology adoption is not enough. Leaders must actively build AI fluency within their teams by personally engaging with the tools. This hands-on approach models curiosity and confidence, creating a culture where it's safe to experiment, learn, and even fail with new technology.

Simply instructing engineers to "build AI" is ineffective. Leaders must develop hands-on proficiency with no-code tools to understand AI's capabilities and limitations. This direct experience provides the necessary context to guide technical teams, make bolder decisions, and avoid being misled.

Simply buying an AI tool is insufficient for understanding its potential or deriving value. Leaders feeling behind in AI must actively participate in the deployment process—training the model, handling errors, and iterating daily. Passive ownership and delegation yield zero learning.

GTM leaders no longer need to delegate strategy implementation. With tools like ChatGPT, their spoken words can become code, allowing them to rapidly prototype and test complex, data-driven prospecting campaigns themselves, directly connecting high-level strategy to on-the-ground execution.

While choosing a leading vendor is important, the ultimate success of an AI agent hinges on the deep, continuous training you invest. An average tool with excellent, hands-on training will outperform a top-tier tool with zero effort put into its refinement.

Instead of passively learning about AI, executives should actively deploy a simple agentic product. This hands-on experience of training and QA provides far more valuable, practical knowledge than any course or subscription, putting you ahead of 90% of peers.

While senior leaders are trained to delegate execution, AI is an exception. Direct, hands-on use is non-negotiable for leadership. It demystifies the technology, reveals its counterintuitive flaws, and builds the empathy required to understand team challenges. Leaders who remain hands-off will be unable to guide strategy effectively.

You can't delegate AI tool implementation to your sales team or a generalist RevOps person. Success requires a dedicated, technical owner in-house—a 'GTM engineer' or 'AI nerd.' This person must be capable of building complex campaigns and working closely with the vendor's team to train and deploy the agent effectively.