The ideal person to manage your AI sales agents is likely already on your team. Look for a quantitative, curious individual in marketing, product, or RevOps. This internal 'nerd' is a better fit than an external hire or a traditional salesperson for this new, critical role.
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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 key for go-to-market leaders to stay relevant is hands-on experience with AI. Instead of delegating, leaders should personally select an AI tool, ingest data, and go through the iterative training process. This firsthand knowledge is a rare and highly valuable skill.
As AI tools become operable via plain English, the key skill shifts from technical implementation to effective management. People managers excel at providing context, defining roles, giving feedback, and reporting on performance—all crucial for orchestrating a "team" of AI agents. Their skills will become more valuable than pure AI expertise.
As AI agents proliferate across departments, a new role is emerging to manage them holistically. This person must understand the entire organization to ensure agents communicate effectively and workflows are cohesive, preventing the creation of new digital silos.
In the AI era, marketing and growth roles are splitting into two distinct archetypes: the 'tastemaker' who has exceptional creative taste and intuition, and the 'engineer' who can technically analyze and orchestrate complex systems. Being average at both is no longer a viable path to success.
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.
AI tools are shifting power dynamics. By deploying AI agents for tasks like inbound lead qualification, CMOs can regain direct control over pipeline conversion—a function often managed by sales-led SDR teams. This elevates marketing from a cost center to a strategic, revenue-driving hero.
This emerging role applies engineering and AI to GTM functions, building agents to automate tasks like lead qualification and personalized outreach. This dramatically increases efficiency, allowing one person, with an AI agent, to do the work of ten.
The future role of a marketer is not as a channel expert (e.g., search marketer) but as an orchestrator of AI systems. They will design the logic, goals, and audience strategy that AI agents execute. Core skills will shift from production tasks to taste, judgment, and narrative craft.
Powerful AI assistants are shifting hiring calculus. Rather than building large, specialized departments, some leaders are considering hiring small teams of experienced, curious generalists. These individuals can leverage AI to solve problems across functions like sales, HR, and operations, creating a leaner, more agile organization.
