What's Broken in GTM and How to Fix It
Exploring the key go-to-market challenges that SaaS organisations face and how to overcome them to ensure success.
What's Broken in GTM and How to Fix It
Live at CRO Connected Autumn Summit - The Human Element in the Age of AI
Episode 29 - Live at CRO Connected Autumn Summit - The Human Element in the Age of AI.
Welcome to What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.
This week’s episode was recorded live in front of the audience at the recent CRO Connected Autumn Summit where we undertook a group exercise to examine the human element in the age of AI. We explored how AI is reshaping go-to-market strategies, emphasising both opportunities and risks. While AI can enhance efficiency in areas like forecasting, prospecting, content creation, and coaching, its effectiveness hinges on accurate data and thoughtful application. Participants warned against over-reliance, which could lead to homogenised content, diminished creativity, and erosion of critical human skills. The consensus: AI should serve as an augmentation tool, not a replacement for human judgment, emotional intelligence, and critical thinking—qualities that remain essential for long-term success in GTM leadership.
Other mentions in this episode:
Josh Smith, Chief Executive Officer, CRO Connected
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