How OpenAI and Google envision AI transforming go-to-market approaches

The Evolving Go-to-Market Playbook in the Age of AI

Traditionally, startups relied on established strategies when launching their products. However, the rise of artificial intelligence is transforming the way companies approach their market entry.

Max Altschuler, a general partner at GTMfund, highlighted during TechCrunch Disrupt that AI now enables businesses to accomplish more with fewer resources than ever before.

Despite these advancements, founders and leaders face a delicate balance. Altschuler noted that while some startups are bringing on developers skilled in AI to tackle go-to-market challenges, there remains a strong need for deep domain knowledge.

“Having experienced advisors is invaluable for learning proven strategies. These foundational approaches are still relevant, and understanding the principles behind successful marketing remains essential,” he explained.

Alison Wagonfeld, Google Cloud’s vice president of marketing, emphasized that marketing expertise is as crucial as ever.

“AI skills and curiosity are important, as are technical abilities. But it’s equally vital to grasp the core objectives of marketing—understanding customers, conducting research, and recognizing outstanding creative work,” Wagonfeld shared.

She added that teams leveraging AI can accelerate their efforts: “You can deliver more messages at a faster pace and take a broader view of which metrics matter most.”

Marc Manara, who leads startup initiatives at OpenAI, observed that many startups are integrating AI into their go-to-market plans—not just to cut costs, but to enhance focus and effectiveness.

“It’s not only about doing more with less; it’s about being strategic in your approach. AI now allows for a level of personalization and signal detection that sets companies apart,” Manara said.

He pointed out that AI-powered tools for lead generation are far more advanced than before. Instead of simply searching a database, startups can use AI prompts to identify prospects that match highly specific criteria.

Manara also noted that inbound marketing has evolved. AI-driven prompts now enable startups to qualify and score incoming leads with far greater accuracy than was previously possible.

Building the Right GTM Team

When assembling a go-to-market team, Wagonfeld advised startups to rethink the qualities they seek in new hires.

“There’s a shift in hiring philosophy. Previously, companies looked for specialists—even those with niche expertise in marketing or sales. Today, curiosity and a willingness to learn have become top priorities when building a team,” she concluded.