At our latest Commercial Exchange, we brought together portfolio commercial leaders to cut through the noise and get into the practicalities of improving efficiency and productivity using AI in Go-To Market in a way that delivers real business outcomes.
Hosted by Inflexion's Ada Pham, the session tackled the questions many portfolio companies are grappling with right now: where to start, which use cases to prioritise, whether to buy or build, and how to drive meaningful adoption and ROI.
We were joined by Vanessa Gossling from Vanessa Goolsby Advisory, who shared principles for building an AI-first GTM organisation, and by Jani Levänen and Danielle Gratch from Cape.io (formerly Peach), who walked through their hands-on experience implementing AI in GTM — including running internal hackathons and introducing low and no-code tools across the business. Key takeaways included:
Start with the problem, not the tool
- Anchor AI efforts in clear GTM pain points and measurable business outcomes rather than chasing the latest products or use cases. The tool should serve the objective, not the other way around.
Go low-friction first
- Use what you already have, build simple MVPs with low or no-code tools, and pilot use cases before moving to more complex agentic solutions. It is fine to fail — but fail fast, learn, and move on.
Get the RevOps foundations right
- Basic RevOps fundamentals and data hygiene need to be in place before AI can add real value. Create small AI subgroups or champions within functions and hand over ongoing ownership and accountability to those individuals once solutions are built.
Treat it as a people and culture change
- AI in GTM is a cultural transformation, not just a technical deployment. It requires CEO-led sponsorship, transparent communication framing AI as enabling human efficiency rather than replacing roles, and a relentless focus on driving adoption across the organisation.
Thank you to our speakers for a practical and energising session.
