Startups traditionally had several established strategies to choose from when launching their products. However, like many other areas, AI is revolutionizing how companies approach their go-to-market plans.
“You’re capable of achieving more with fewer resources than ever before,” Max Altschuler, a general partner at GTMfund, stated to the TechCrunch Disrupt attendees last month.
The main challenge for founders and operators will be striking a balance. While there’s been discussion about startups employing developers with broader skills and assigning them to typical GTM challenges, Altschuler noted the ongoing necessity for specialized domain expertise.
“With experienced advisors, you can gain knowledge of proven strategies. These strategies are still relevant. A general understanding of how and why certain marketing tactics are effective remains crucial,” Altschuler explained.
Alison Wagonfeld, Google Cloud’s VP of Marketing, emphasized that the art of marketing is still essential.
“While AI knowledge, curiosity, and technologists are necessary, understanding the core purpose of marketing—customer insights, research, and identifying great creative work—is also crucial,” Wagonfeld stated.
However, teams that embrace AI can accelerate their progress. “You can quickly disseminate more messages and gain a more comprehensive understanding of the key metrics you’re aiming for,” she added.
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Marc Manara, Head of Startups at OpenAI, has observed that numerous startups are incorporating AI into their GTM strategies, often not solely to minimize resource expenditure.
“There’s a trend indicating that while you can achieve more with less, you can also apply a more focused approach,” he said. “The level of personalization and signal tracking achievable with AI is now distinctively advanced.”
He elaborated that AI tools are available that significantly improve lead generation compared to the past. Instead of simple database queries, AI prompts enable startups to pinpoint potential customers who meet highly specific criteria.
He also noted that inbound marketing has transformed, with AI-driven insights from these prompts enabling more precise qualification and scoring of inbound leads “than was previously possible.”
Wagonfeld advised that when startups develop their go-to-market strategies, they should carefully consider the desired attributes of their GTM team.
“The hiring perspective is shifting. Previously, the focus was on specialists with deep knowledge, sometimes in niche areas of marketing or sales. Now, curiosity and understanding are paramount,” she explained. “These qualities are now among the most crucial hiring criteria.”
