A talented go-to-market (GTM) specialist shares insights on how artificial intelligence is reshaping sales strategies.
Today, GTM strategies are evolving, moving from intuition-based tactics to data-powered precision through artificial intelligence (AI). With companies relentlessly pursuing agility and sharper customer engagement, AI is emerging as a powerful force, redefining sales processes and fueling unprecedented business growth. McKinsey reports that businesses embracing AI in their marketing and sales see revenue surges of 10-20%—leaving traditional methods in the dust. The age of AI-driven GTM is here, unlocking new realms of efficiency and impact.
Inna Logunova brings a unique perspective to the transformative power of AI in GTM strategies, making this article a compelling read for business leaders and strategists alike. With years of experience in AI-powered innovations, Logunova shares her thoughts on how AI changes businesses and why now is the time to embrace these technologies.
Identifying market opportunities
The first step in generating interest in a product is to find the right target audience and address their specific pain points. When companies engage in territory planning or select key focus accounts, there is a wealth of data to consider, and AI can play a crucial role in navigating this landscape effectively. In B2B sales, teams can gather insights about companies and their technology and identify potential champions with early intent for the product. One of Logunova’s projects involved using machine learning models to predict the most lucrative franchise growth opportunities, which helped prioritize key markets for business expansion.
Logunova emphasizes, “Integrating AI into GTM strategies requires a thorough examination of each process to identify areas for improvement. For instance, manual lead scoring can be both time-consuming and error-prone. Conversely, AI can score leads based on historical data and specific criteria, enabling sales teams to focus on the most promising prospects.” Due to her work, one client saw a 20% improvement in lead conversion after implementing AI for lead scoring, allowing the sales team to concentrate on leads with the highest probability of conversion, significantly reducing wasted efforts.
Increasing sales productivity with AI
Now, data is at the heart of every successful GTM strategy, yet most companies struggle to use the data they collect effectively. A Gartner report reveals that 87% of organizations have low business intelligence maturity, which prevents them from capitalizing on data insights. “Extensive revenue intelligence is valuable, but if field teams are not leveraging them, it leads to inefficiencies and missed opportunities. Make sure to audit tool adoption and showcase real value.”
“AI enables companies not only to unlock the potential of their data by consolidating it from various sources and transforming it into actionable insights but also streamline processes,” explains Logunova. “Sales representatives have only so many hours in the day, and you want them to engage with potential clients and advance deals.” Thus, AI is here to help with both strategic and routine tasks.
Sales teams often struggle with data updates and effective forecasting, but AI can now assist by summarizing calls, updating CRM systems, and prompting representatives to use relevant playbooks. Additionally, AI provides quick access to the right data, matches prospect pain points with the company’s solutions, and highlights areas that need attention, facilitating strategic account planning. The key is not to burden sales reps with new processes but to offer tools that complement their activities and make work easier.
Changing the game with predictive AI for customer retention
By analyzing vast amounts of data and identifying patterns, AI can forecast market trends and customer behaviors more accurately than ever. “Predictive analytics enables companies to be proactive rather than reactive,” notes Logunova. “This foresight helps them adjust their strategies before competitors even recognize changes in the market.“
AI tools can identify early signs of churn, making them essential for customer retention and account growth. In large companies, critical insights often get lost between technical and customer success teams. Setting metrics like product adoption, support tickets, and customer feedback helps monitor account health and manage risks more effectively. These insights can reveal whether customers are struggling with activations, ready for an upsell, or showing signs of declining usage—a scenario where Logunova’s outstanding work shines through.
Using one of her predictive models, she identified a decline in customer satisfaction by analyzing sentiment in support tickets and detecting reduced software activity, signaling a high risk of churn. Thanks to her proactive approach, the team could intervene with targeted support, preventing churn and expanding the account. This case exemplifies the exceptional value of her AI-driven insights in driving customer retention and growth, highlighting Logunova’s expertise and innovative impact on GTM strategies.
Reflecting on AI’s impact, Logunova comments, “AI has quickly become indispensable for companies looking to strengthen their marketing, sales, and customer success efforts. It offers transformative solutions that optimize operations and enable faster, more accurate decision-making. In today’s dynamic landscape, those who fail to adapt risk falling behind, while companies leveraging AI are better equipped to navigate uncertainties, capture new opportunities, and drive sustainable growth. For any business aiming to stay competitive, it is time to fully embrace AI-driven strategies, as they promise immediate benefits and pave the way for long-term success.”
