How Artificial Intelligence is Transforming Go-to-Market Strategies

The evolution of Go-to-Market (GTM) strategies has been accelerated by the integration of Artificial Intelligence (AI). Jacco VanderKooij, founder of Winning by Design, emphasizes that combining AI with proven GTM processes not only corrects inefficiencies but also enables companies to scale sustainably and dominate future markets. In this article, we'll explore how AI is revolutionizing GTM, based on VanderKooij's insights and the impact observed at HubSpot's recent INBOUND 2025 event. 1. The AI-Powered Go-to-Market Revolution: Jacco VanderKooij proposes a three-step model for integrating AI into GTM strategies:

• AI Readiness Diagnosis: Identify where AI can impact the customer journey, focusing on scalability, sustainability, and durability.

• AI Training: Establish ideal customer profiles, map the customer journey, and train language models based on real data.

• Implementation and Adjustment: Deploy AI and measure success metrics against a pre-established baseline, adjusting as needed.

This approach enables companies to optimize processes, reduce costs, and improve the customer experience.

2. The Role of AI in Sales Coaching: Winning by Design also highlights the transformative impact of AI on sales training and coaching. AI-powered tools help teams simulate scenarios, receive real-time feedback, and continuously improve their approaches. This reduces the ramp-up time for new salespeople and increases team efficiency.

3. Insights from INBOUND 2025: AI and Human Creativity. At the INBOUND 2025 event, hosted by HubSpot in San Francisco, speakers such as Amy Poehler and Dario Amodei discussed how AI can enhance human creativity. The central message was clear: AI doesn't replace creativity, but amplifies it, accelerating processes and allowing professionals to focus on tasks of greater strategic value. Integrating AI into go-to-market strategies is no longer a future trend, but a present necessity. Companies that adopt this approach have a greater ability to scale, adapt, and lead in their markets. Inspired by Jacco VanderKooij's insights and the INBOUND 2025 event, it's clear that combining AI and structured processes is the path to sustainable growth.