Most ICPs are built in workshops. A few firmographics. A persona deck. Leadership opinions. Seller opinions. But the real signals already exist in your revenue data… …Closed-won deals …Closed-lost deals …Discovery notes
By Jon Russo
March 4, 2026
GTM Operations Learning Center
Master Go-To-Market Operations with comprehensive guides, tutorials, and best practices for optimizing your GTM strategy, improving operational efficiency, and driving revenue growth.
Featured Resources
By Web Designer
March 2, 2026
GTM with Claude Cowork
Built out a GTM client web based prototype of a competitive intelligence hub for sellers and Marketers, integrated with Slack and Salesforce, that helps Sellers keep a sharp eye on Sales battlecards
By Web Designer
March 2, 2026
Moving off Gong, where does Claude Cowork fit?
We’ve been evaluating Claude Cowork in GTM Motions and one prospective client in particular asked us a recent question – how can I migrate off of my call recording software (Gong, Chorus,
By Jon Russo
January 18, 2026
Are AI Marketing tools hype?
With so many AI marketing tools flooding the market, it’s easy to be swayed by shiny demos and lofty promises. But sound decision-making demands a disciplined approach. Here’s how savvy marketing leaders
By Jon Russo
January 18, 2026
Every company is running AI pilots right now. Most of them will fail.
Not because the technology doesn’t work, but because experimentation without a clear path to value is just expensive theater. I’ve seen too many organizations spin their wheels on AI “innovation” that never
By Jon Russo
January 18, 2026
Emergence of AI: If you’re not actively upskilling right now, you’re falling behind.
The marketing profession is evolving faster than it ever has, and the skills that got you here won’t be enough to keep you relevant in the next three to five years. The
By Jon Russo
January 18, 2026
Is AI Leveling the Playing Field or Creating an Even Bigger Gap Between Top and Bottom Marketers?
The impact of AI on workplace performance is both complex and evolving. And it’s sparking a critical question in organizations everywhere: Does AI help level the playing field, or does it widen
By Jon Russo
January 14, 2026
Transactional GTM with Clay Uses Cases and Workflow
Transactional Go-to-Market depends on three things: speed, volume, and efficiency. You need to convert leads quickly. You need light personalization at scale. And you need to do it all without burning through
By Jon Russo
December 8, 2025
How ABM Solutions Use Clay
If you’re running Account-Based Marketing (ABM) or Account-Based Experience (ABX) strategies, you already know the truth: precision and deep personalization aren’t optional, they’re everything. The teams winning with ABM aren’t just building
By Jon Russo
December 8, 2025
Build vs. Buy AI GTM Framework
How do we avoid tech bloat and bolt-on solutions? There is a need to reimagine workflows and consider end-to-end processes rather than adding AI as an afterthought. Build or buy? How to
By Jon Russo
December 8, 2025
AI GTM Strategy Framework
What new metrics should we define to show AI value? This is a common question we wrestle with. Leaders struggle with shifting goalposts and need realistic early expectations to avoid overselling. Here
By Jon Russo
December 8, 2025
GTM AI ROI Framework
How do we prove AI ROI when traditional metrics don’t apply? According to Pavilion, 50% of sales leaders report GenAI delivered fewer benefits than expected, with 47% citing lack of clarity on
By Jon Russo
December 1, 2025
AI Adoption Case Study – Tractor Supply
Enterprises are adopting AI at scale and one example is Tractor Supply out of Nashville Tennessee with Connor Hines. A key question they set out to answer was ‘How do we drive
By Jon Russo
November 17, 2025
What is a GTM AI Platform?
A GTM AI platform is a digital system that helps companies launch and sell their products more effectively by using artificial intelligence. These platforms support go-to-market teams like sales, marketing, and customer
By Jon Russo
November 17, 2025
How is AI changing B2B startups?
AI is reshaping the startup landscape at every stage, from idea to execution. Early-stage founders now use AI tools to brainstorm solutions, predict market trends, and build prototypes quickly. With automation handling
By Jon Russo
November 17, 2025
How is AI transforming B2B product management?
AI is rapidly changing the world of product management. Instead of relying only on intuition or static user data, product managers now use AI tools to analyze customer feedback, spot market trends,
By Jon Russo
November 17, 2025
How will AI redefine management?
AI is changing the way leaders run organizations, shifting managers from routine task overseers to strategic decision-makers who drive innovation. With AI taking over repetitive work like data collection, scheduling, and basic
By Jon Russo
November 17, 2025
How to build your GTM strategy from scratch?
Building a Go-To-Market strategy from the ground up is about combining research, planning, and clear execution. Start by identifying your target market. Understand who you are selling to, what their needs are,
By Jon Russo
November 17, 2025
How does AI enhance operational efficiency in the value chain?
Artificial intelligence is transforming the efficiency of value chains across industries. By integrating AI into every stage of the value chain, organizations are reshaping how they source, produce, deliver, and sell their
By Jon Russo
November 17, 2025
How AI is Changing GTM (Go-To-Market)
Artificial intelligence is fundamentally transforming go-to-market strategies across every industry. Rather than simply automating repetitive tasks, AI is unlocking new ways for businesses to operate, connect with customers, and move faster than
By Jon Russo
October 16, 2025
What does B2G mean in business?
B2G, or business-to-government, is a marketing and sales model where private sector companies provide products, services, or solutions directly to government agencies at the local, state, or national level. In the landscape
By Jon Russo
October 16, 2025
What are the 4 types of B2B Marketing?
B2B marketing, at its core, is all about building value-driven relationships between businesses. Across the recorded calls and industry discussions, four main types of B2B marketing consistently emerge, each catering to different
By Jon Russo
October 16, 2025
What is an example of B2B Marketing?
B2B marketing, or business-to-business marketing, is the process by which a company promotes and sells its products or services to other businesses. Unlike B2C, where the focus is on individual consumers and
By Jon Russo
October 16, 2025
What does B2B Marketing mean?
A Modern Practitioner’s Guide B2B marketing means more than just selling products or services from one business to another. In today’s world, it is a complex, ever-evolving discipline focused on building relationships,
By Jon Russo
September 29, 2025
Transforming Go-to-Market Strategy: How AI is Reshaping Customer Engagement
In a recent episode of Account Base Friday, go-to-market expert Liza Adams shared compelling insights on how artificial intelligence is revolutionizing the way companies approach customer acquisition and growth. Her perspective reveals
By Jon Russo
September 16, 2025
8 Essential Questions to Transform Your Go-to-Market Strategy
Having worked with hundreds of companies on their account-based marketing (ABM) strategies, I've learned that the difference between mediocre and exceptional revenue growth often comes down to asking the right questions. A