This article comes from Jonathan Kvarfordt’s talk at our #GTM24 online summit. Check out his full presentation and the wealth of OnDemand resources waiting for you.
When I was first introduced to AI over a decade ago, I had no idea it would play such a pivotal role in go-to-market (GTM) strategies. Back then, it felt more like a futuristic concept than a practical tool.
Fast forward to today, and I can confidently say generative AI is not just hype—it’s totally transforming how we work, drive revenue, and achieve efficiency at every stage of the GTM process.
As Founder of the GTM AI Academy and a long-standing GTM and AI Performance Executive, I’ve spent years exploring how AI can reshape GTM strategies. So, in this article, I’ll share my personal journey with AI, a few mindset shifts that can unlock its true potential, and some real-world examples of how it’s changing the game for GTM pros like us.
Let’s get started.
My AI journey: From skeptic to advocate
My first encounter with AI was over a decade ago when my company invested in an AI tool to support our sales team. At the time, I was tasked with enabling both the team and our customers to use this new technology effectively. It was a steep learning curve, but that experience planted the seed for what would become a career-long obsession.
Fast forward to November 2022, and I was introduced to ChatGPT. This was the turning point. I’d already been exploring AI tools for years, but ChatGPT opened my eyes to how generative AI could revolutionize workflows—not just for me but for entire teams.
Since then, I’ve been diving deep into both personal and professional applications of AI. I’ve seen firsthand how it can remove friction, accelerate tasks, and empower strategic thinking.
Of course, I’m also a dad to twins who just turned three, so balancing my professional and personal life is always top of mind. AI has become my secret weapon for staying productive while making sure I never miss a moment with my kids.
Ken Roden
