Where to Start with AI: A Practical Guide for GTM Teams [Guide]
HubSpot has published a new guide, ‘
Yamini Rangan says, “Over the past year, I‘ve had hundreds of conversations with business leaders about AI. The pattern is always the same. They’re not short on tools or ambition. They’re struggling with where to get started and how to get value.
The pressure to adopt AI is real. But pressure without direction leads to experiments that don‘t stick, tools that don’t get used, and teams that grow more skeptical. Why? Because AI output didn’t lead to actual outcomes.
Here‘s what I’ve learned from watching teams that succeed with AI: they don’t start with AI. They start with a problem. A specific, painful, time-consuming part of their work that they want to fix. Then, they find the right AI use case to achieve that goal. As they see results, their confidence grows, and they explore other AI capabilities – again, tied to a clear goal.
That‘s the approach I want to share. Not an exhaustive list of everything AI can do, but a practical guide to where marketing, sales, and service teams can get started and see real value with AI. For transparency, we’ve organized use cases by how ready the technology is today. At HubSpot, we are building and improving these capabilities every day.”
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