Instead of hiring a 'Chief AI Officer' or an agency, the most successful GTM AI deployments empower existing top performers. Pair your best SDR, marketer, or RevOps person with AI tools, and let them learn and innovate together. This internal expertise is more valuable than any external consultant.

The "vibe go-to-market" concept allows leaders to state a strategic goal, like "find more accounts like our top customers." An agentic AI then translates this intent into a complete, automated workflow—from data analysis to campaign launch—eliminating hours of manual setup and meetings.

Instead of traditional marketing, Higgsfield's go-to-market strategy focused on creators who teach others how to use AI tools. By positioning their product as the best tool for specific use cases these creators teach (like product placement), they generated powerful, organic distribution and initial customer acquisition.

To successfully implement agentic AI, leaders should avoid a broad, fragmented rollout. Instead, pick a single, discrete go-to-market motion, such as inbound lead qualification, and allow the AI to own it completely. This focused approach ensures mastery and tangible results before expanding.

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.

To encourage widespread use of new AI tools, Qualcomm identifies key people to become 'super users'. As these evangelists demonstrate the tool's value and efficiency, they create a Fear Of Missing Out (FOMO) effect, generating organic demand and pulling the rest of the organization toward adoption rather than pushing it on them.

Core GTM tactics like outbound, events, and content marketing remain highly effective for AI companies. The failure isn't in the plays themselves, but in using outdated, generic playbooks. Success comes from applying these same plays with more intelligence, scale, and AI-driven personalization.

A bifurcated GTM strategy can de-risk entry into different market segments. For large enterprises with entrenched systems, lead with AI agents that integrate and augment existing workflows. For the more agile mid-market, offer a full-stack, AI-native replacement for their legacy tools.

The narrative that AI killed traditional GTM is false. Leaders at firms like OpenAI and Anthropic are SaaS veterans applying modified versions of proven strategies. If your GTM is failing, the problem is likely poor execution, not an outdated playbook.