In this episode of Future Proofed, host Kyle Coleman interviews Ayalla Goldschmidt, a Solutions and Product Marketing Leader at ServiceNow, about their AI implementation journey.

Key highlights:

1. Bottom-up AI adoption: Ayala's team started small, experimenting with AI tools like Copy.ai for product marketing tasks. This grassroots approach allowed them to demonstrate value before seeking wider organizational buy-in.
2. Practical use cases: Early applications included researching industry trends, developing personas, and content creation assistance. The team found AI particularly helpful for adapting content for different audiences and formats.
3. Overcoming skepticism: By showcasing concrete examples and encouraging experimentation, Ayala's team was able to generate excitement and drive adoption across the marketing organization.
4. Scaling implementation: What began as a small pilot expanded to over 200 licenses across product marketing and digital teams, with potential for further growth.
5. Best practices: Ayala emphasizes the importance of learning effective prompting techniques, having humans review AI outputs, and codifying processes into reusable workflows.
6. Change management: Ayala highlights the critical role of change management principles in driving AI adoption, including stakeholder buy-in and demonstrating value.
7. Tool selection criteria: ServiceNow chose Copy.ai for its ease of use, pricing model, and long-term workflow capabilities that aligned with their company DNA.

Ayala's advice for AI implementation:

• Start small with early adopters
• Learn to prompt effectively
• And focus on removing friction from existing processes.

By taking an iterative approach and demonstrating clear value, organizations can successfully integrate AI into their workflows.

In this episode of Future Proofed, host Kyle Coleman speaks with Jim Holben, CMO of Defendify, about leveraging AI to scale marketing efforts and drive efficiency.

Want quick access to Jim Holben's AI Cheat Sheet? Click here to get the 9 AI Content Workflows that Jim uses to save $200,000/year in content.

Key Themes Covered:

1. AI as a Marketing Multiplier: Jim discusses how AI allows his small team to produce content at scale, turning "a couple of hands into seemingly 10, 15 hands." He emphasizes viewing AI as a productivity tool rather than a job replacement.

2. Content Creation Workflows: Jim outlines his AI-powered content creation process, which includes using technical writer briefs to generate blog posts, social media content, and executive thought leadership pieces.

3. Human-AI Collaboration: Both Jim and Kyle stress the importance of human oversight and strategy in AI workflows. As Jim notes, "Even while we're leveraging AI...there is a human element to creating this stuff."

4. ROI and Efficiency Gains: Jim estimates his AI initiatives have added over $200,000 in content value this year. He advocates for an "AI-first" mindset to maximize marketing ROI, especially for early-stage companies.

5. Future of AI in Go-to-Market: The discussion explores how AI could break down silos between marketing, sales, and customer success to create more unified customer experiences.

Notable Quotes:

• "We are out of that growth at all costs era. We're in the growth at the right cost era." - Jim Holman
• "Multiplying the impact of the strategic thinkers, the domain experts who know what good looks like, that's the value of AI." - Kyle Coleman
• "AI is not the Ozempic for content, right? Like you still have to go to the gym. You still have to put in the work, build those muscles." - Jim Holman

This episode provides valuable insights for marketers looking to harness AI's potential while maintaining quality and strategic focus. Jim's practical examples and ROI calculations offer a compelling case for AI adoption in marketing workflows.

In this episode of Future Proofed, host Kyle Coleman speaks with Jean English, CMO of Juniper Networks, about successfully implementing an AI strategy across marketing and go-to-market teams.

Key Highlights:

• Jean emphasizes the importance of data quality and architecture as foundational elements for any AI implementation.

• Juniper standardized processes and workflows to enable AI-powered content creation and personalization at scale.

• To drive adoption, Jean focused on empowering all team members to use AI tools like Copy.ai, rather than setting strict productivity goals.

• Results have been dramatic, with 9x higher email open rates and 4-5x more sales meetings generated.

• Cross-functional alignment through an AI governance council helps ensure responsible use across the organization.

By standardizing processes, improving data inputs, and empowering teams, Juniper transformed marketing from reactive to proactive - delivering more personalized, relevant content with greater efficiency. Jean sees AI as a "superhero cape" that allows marketers to focus on higher-value strategic work.

The key is starting with some simple use cases, demonstrating value, and building on that success across the organization. As Jean notes, "Success breeds success."

Podcast Recap: Go-to-Market AI Strategy for Sales Leaders

In this episode of Future Proofed, Kyle Coleman discusses go-to-market strategies and the critical role of AI in shaping modern sales approaches.

Key Themes:

1. Shifting from siloed approaches to integrated go-to-market strategies
2. The emergence of Go-to-Market AI (GTMAI) and its impact on sales processes
3. Balancing AI automation with human expertise in sales workflows
4. The importance of cross-functional alignment in AI implementation
5. Leadership mandates for developing cohesive AI strategies

Kyle emphasizes the need for sales leaders to think holistically about GTMAI, moving beyond point solutions to create interconnected processes across marketing, sales, and customer success. He cautions against over-reliance on AI or single-channel approaches, stressing the continued importance of human oversight and strategy.

The discussion highlights how AI workflows can codify best practices, reducing administrative burdens on sales teams while maintaining personalized outreach. Kyle notes, "Now I get to read the book, I don't have to write the book," illustrating how AI can free up time for core selling activities.

Looking ahead, Kyle urges sales leaders to develop comprehensive AI strategies that span the entire go-to-market engine. He concludes, "There is a mandate for you as a leader, sales leader, to have an AI strategy. Number one, you cannot defer, delegate that AI strategy too far down the chain."

For more insights on implementing GTMAI, listeners are directed to copy.ai/book, where Coleman and his team have published a comprehensive guide on future-proofing businesses through AI-driven go-to-market strategies.

In this episode of Future Proof, Nathan Thompson sits down with Kyle Coleman, CMO of Copy.ai, to discuss go-to-market AI strategies for marketing leaders.

Key Takeaways:

1. A go-to-market AI strategy connects people, processes, and technology across the entire go-to-market engine, infusing AI in a systematic way.

2. Marketing leaders should avoid siloed point solutions and instead seek unified AI platforms that can handle multiple use cases.

3. CMOs need to take a leadership role in driving AI adoption across the organization, balancing skepticism with incremental implementation.

4. AI can power various marketing processes, including content creation, account-based marketing, and campaign management.

5. The goal of a go-to-market AI strategy is to close the gap between insights and execution, enabling faster and more efficient marketing operations.

Kyle emphasizes the importance of marketing leaders thinking beyond their immediate team to work cross-functionally and drive strategies that impact the entire go-to-market engine. He advises a step-by-step approach to AI implementation, starting with one use case and expanding from there.

The conversation highlights how AI can free up time for marketers to focus on strategic thinking and cross-functional collaboration, ultimately creating a virtuous cycle of output and results across the organization.

Looking ahead, the hosts tease future episodes exploring go-to-market AI strategies for other functions like sales leadership.

In this episode of Future Proofed, Kyle Coleman, CMO at Copy.ai, sits down with Andrew Ettinger, Founder and CEO of Game Plan Partners, to discuss the evolving role of sales professionals in today's competitive landscape. Andrew shares insights from his extensive experience in enterprise software sales, highlighting the need for sellers to adopt a "mini-marketer" mindset. This conversation explores how the lines between sales and marketing are blurring, requiring sellers to create content, build communities, and drive conversions just like marketers.

Kyle and Andrew break down the "3 Cs" framework—Content, Community, and Conversion—demonstrating how modern sales reps can engage prospects more meaningfully by leveraging AI, data, and strategic thinking. The episode dives into how salespeople can generate demand by deeply understanding their buyer personas, applying data-driven approaches, and positioning themselves as thought leaders in their industries. They also discuss how leaders can support their teams in embracing this new approach, emphasizing the long-term benefits of combining sales and marketing techniques for maximum impact.

If you're a sales leader or professional looking to stay ahead, this episode is packed with actionable insights on how to blend sales and marketing strategies to elevate your success.

Here's a timestamped recap of the major sections discussed in this podcast:

00:00 - 02:11: Introduction and background on Andrew Ettinger's experience

02:11 - 05:46: Discussion of what worked for sellers in the past (10-20 years ago) vs. today

05:46 - 10:13: Breakdown of why individual sellers are struggling in the current environment

10:13 - 15:23: Introduction of the concept of "sellers as mini marketers" and generating demand

15:23 - 21:50: Explanation of the "3 Cs" framework: Content, Community, Conversion

21:50 - 26:27: Importance of understanding buyer personas at a deeper level

26:27 - 28:13: Role of leaders in enabling sellers to adopt this new mindset

28:13 - 31:46: Advice for leaders on implementing this approach, including leading by example

31:46 - 33:16: Additional benefits of this approach, including improved recruitment

33:16 - 34:07: Wrap-up and where to find Andrew Ettinger online

In this webinar, Kyle Coleman (CMO at Copy.ai) and sales expert Jenn Junkin reveal how cutting-edge AI is revolutionizing pipeline generation and empowering sales teams to sell more, faster.

You'll discover:

⚡️ How AI can automate up to 70% of the tedious research and outreach work for "PG Tuesdays" - freeing reps to focus on high-value selling activities

🔗 Powerful ways to seamlessly align your sales and marketing motions through AI-driven account intelligence and automated multi-channel plays

✨ The key to consistent, personalized multi-touch outreach at scale without sacrificing authenticity

Whether you're a sales leader, marketing pro, or rev ops specialist, this session will open your eyes to AI's immense potential for accelerating pipeline and driving explosive revenue growth. Join Kyle and Jenn as they draw from their extensive enterprise experience at companies like Salesforce, ServiceNow, and Clari. They'll share real-world examples and tactical advice for leveraging AI to gain an unfair competitive advantage. If you're ready to leave manual prospecting behind and embrace the future of intelligent selling, don't miss this must-see webinar!

Are you struggling to align your marketing, sales, and product teams around a cohesive go-to-market strategy? Join Kyle Coleman, CMO at Copy.ai, and Sangram Vajre, Co-Founder and CEO at GTMPartners, as they reveal the secrets to crafting a winning go-to-market playbook.

• Gain clarity on what "go-to-market" really means (beyond just marketing and sales)
• Learn how to shift from a minimal viable go-to-market to a differentiated point of view
• Discover frameworks to unify marketing, sales, and product around the total relevant market

In this podcast, you'll walk away with a deeper understanding of why having a unified go-to-market strategy is critical for driving sustainable growth – and how to get started.

The Path to Go-To-Market Mastery

The ability to align all customer-facing teams around a unified go-to-market motion is what separates the growth leaders from the laggards. Yet for many companies, executing an effective go-to-market strategy remains an elusive challenge.

In this session, go-to-market experts Kyle Coleman and Sangram Vajre will break down the core components of a world-class go-to-market playbook. You'll learn how to move beyond operating in silos to create a cohesive, customer-centric strategy that encompasses marketing, sales, product, and customer success.

Expand Beyond the Total Addressable Market

Discover why focusing solely on your total addressable market is limiting growth – and how to identify and capitalize on your total relevant market.

Leverage Account-Based Marketing: Unpack the power of account-based marketing and how a targeted, insight-driven approach can accelerate sales cycles and boost deal sizes.

Build Alignment Across Functions: Learn proven strategies to foster cross-functional collaboration and ensure marketing, sales, product and customer success are all operating from the same go-to-market playbook.

Meet Your Hosts

1. Kyle Coleman is the Chief Marketing Officer at Copy.ai, a leader in conversational AI for marketing teams. With over a decade of experience unifying marketing and sales departments, Kyle is passionate about eliminating "go-to-market bloat" and equipping revenue teams with the processes and playbooks to drive sustainable growth.

2. Sangram Vajre is the Co-Founder and CEO of GTMPartners, and the author of the best-selling book "MOVE: The 4-Question Go-To-Market Framework." A former marketing leader at Salesforce and Terminus, Sangram helped Pardot reach a $2.7B acquisition and has made go-to-market strategy his life's work through ventures like FlipMyFunnel and the Peak Community.

Timestamp

00:00.404 - Sangram explains why he missed Kyle and Alina at an event earlier.

00:29.432 - Kyle introduces Sangram as the co-founder and CEO of GoToMarket Partners. They discuss what "go-to-market" means and the importance of having a cohesive go-to-market strategy across the company.

03:08.974 - Sangram shares how the definition of go-to-market was expanded for him by Brian Halligan of HubSpot to include all business decisions, big and small.

07:48.441 - They discuss the need to ditch siloed "alignment" meetings in favor of inclusive go-to-market meetings where the best ideas can come from any function.

10:40.052 - Sangram explains the concept of the 15 go-to-market problems his research has identified that every company faces a subset of. Focusing on solving 1-2 at a time is crucial.

15:50.205 - Kyle shares how his previous CEO prioritized a few key initiatives each quarter to avoid getting pulled in too many directions.

19:21.731 - Sangram emphasizes that we are in a time of reinventing playbooks, and leaders need to get out of their traditional ways of thinking.

22:04.707 - They discuss the importance of having an opinionated, differentiated point of view in your content and thought leadership.

26:53.43 - Kyle asks about the challenge of go-to-market bloat and disconnected tech stacks at established companies.

29:22.033 - Sangram suggests focusing on 5-6 core integrated go-to-market tech solutions rather than a fragmented stack.

33:16.293 - They discuss the mindset shift required to do true 1:1 account-based marketing rather than mass blasting.

36:17.872 - Sangram shares research showing only 43% of leaders are confident they'll hit their numbers this year.

37:43.052 - Sangram explains why he signs emails with "Love, Sangram" based on his faith.

38:48.12 - Sangram recommends the book "From Strength to Strength" about focusing on loving people over things.