Matt Heinz

Hands‑On AI Workshop Drives Sticky GTM Adoption

The most valuable use of time with your team, in person, at your upcoming SKO/RKO is a hands-on AI workshop. Not an "art of the possible" presentation, not a theoretical or even "here's what others have done" discussion. Think of it as a combination workshop and accelerator. I still hear over and over again that AI usage across GTM teams (marketing, sales, customer success) is fleeting, inconsistent and not nearly sticky enough. There are myriad reasons, but in my experience so far it stems primarily from lack of clarity, focus, specificity and proper installation: Clarity: Where are the best, highest-leverage places for you to adopt AI to maximize efficiency and revenue gains? Narrow the list of options with very clear success metrics in mind. Focus: There are countless places AI can help, start with just 1 or 2. Specificity: Atomize the process you've chosen to improve, i.e. break it down into small jobs to be done. Then rebuild the workflow with the tasks that agents can do better/faster than humans. This is more about process than it is about the technology. Installation: Post-SKO, dedicate a resource (internally or externally) that will implement and fine-tune the new AI-assisted workflow. This helps move AI from tool to true infrastructure. And it increases speed to impact. When you do this in a focused, disciplined way it accelerates deep/sustained AI adoption and increases both motivation and momentum with the team to keep going, to adopt AI in other high-leverage opportunities. Ironically, in our speed and urgency to adopt AI the lack of clarity and process slows us down. Dedicating time to work through this progression, especially as a team and in person, makes all the difference.