For a long time, startups knew exactly which playbooks to follow when it was time to bring their products to market. But like many other aspects of business today, AI is reshaping the entire process.
How AI Is Transforming Modern Go-To-Market Strategies
Max Altschuler, a general partner at GTMfund, noted at TechCrunch Disrupt that AI now allows teams to accomplish far more with far fewer resources.
The real challenge for founders and operators is figuring out how to balance these new capabilities. Altschuler mentioned that some companies have begun hiring developers with strong AI backgrounds and assigning them to traditional go-to-market problems. Still, he stressed that deep knowledge of the marketing domain remains essential.
Classic strategies haven’t disappeared — understanding why certain tactics work and what drives marketing outcomes is still a core requirement.
Why Marketing Fundamentals Still Matter
Google Cloud’s VP of Marketing, Alison Wagonfeld, echoed this view. She said the discipline of marketing still plays a major role.
Teams may need people who understand AI and are curious about how it can be applied, but they also need individuals who know how to interpret customer insights, conduct research, and recognize what effective creative work looks like.
With AI, she added, teams can move faster — testing more messages in less time — and evaluate their performance with a broader view of the metrics that actually matter.
AI Improves Lead Targeting and Qualification
Marc Manara, who leads startup initiatives at OpenAI, has seen many startups weaving AI directly into their GTM approach. He pointed out that the goal isn’t always just cutting costs; rather, AI helps teams work with sharper focus.
The level of personalization and signal tracking that AI enables today is far beyond what was previously possible.
Final Thoughts: Faster Testing and Better Decision Making With AI
New AI-driven tools can identify leads that match very specific criteria — a big leap from traditional database searches. Inbound marketing has also evolved, with AI now helping companies score and qualify incoming leads with much greater accuracy.
When it comes to assembling a GTM team, Wagonfeld emphasized a shift in how companies think about hiring. In the past, teams often sought highly specialized talent, sometimes even with micro-specialties in marketing or sales. Now, she said, the priority is hiring people who are curious, adaptable, and able to understand the broader landscape — qualities that have become more valuable than ever.
