AI in GTM: Separating Use Cases from Hype

Revenue leaders are under pressure to have an AI answer. The harder question is whether that answer solves a real GTM problem.

AI can write, summarize, route, score, and automate. But without clear use cases, clean enough data, and a path into the seller’s daily workflow, it can become another expensive layer in an already crowded tech stack.

SBI Managing Director of RevOps Seamus Ruiz-Earle, Elio Narciso, co-founder and CEO of Scalestack, and Trevor Rodriguez-Templar, CEO of Aviso, discuss how revenue leaders should evaluate AI in sales and RevOps. The panel covers where AI is creating value today, where leaders should be cautious, and how teams can apply it without adding more noise to the field.

Key Talking Points:

• Why AI investments should start with a specific GTM problem, not board pressure or vendor hype
• How revenue leaders can identify the highest-value AI use cases across seller productivity, account planning, forecasting, and customer success
• Why usable data, signal capture, and workflow integration determine whether AI improves execution
• How AI may shift CRM from the center of seller activity to one layer in a broader revenue system
• What skills RevOps, sales, and marketing teams need as AI changes daily GTM work

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