The go-to-market (GTM) space is evolving rapidly, with AI transforming CRM workflows, data enrichment, and automation. On the NextG GTM Podcast, Mike, co-founder and CTO at Scheduler AI, speaks with Mike from Resonate, an expert in AI-powered CRM automations. Their discussion covers the future of AI-first workflows, the impact of HubSpot's acquisition of Clearbit, and the role of AI in automating sales and marketing processes.
This blog post distills the key takeaways and insights from their conversation to help GTM leaders understand how AI can streamline their workflows and drive measurable results.
AI is shifting CRM automation from static if-then workflows to dynamic AI-powered workflows that can clean data, generate insights, and personalize outreach at scale.
🔹 Actionable Takeaway: Businesses should assess where AI can enhance workflows, particularly in data cleaning, lead routing, and automated customer engagement.
AI is increasingly acting as a junior employee replacement—handling repetitive marketing tasks like repurposing blog content for social media, summarizing emails, and processing contract adjustments.
🔹 Actionable Takeaway: Identify time-consuming manual tasks that AI can handle, freeing up teams for more strategic work.
HubSpot’s acquisition of Clearbit enhances real-time data enrichment, addressing previous gaps in data quality, especially for companies outside the US.
🔹 Actionable Takeaway: Use AI-powered data enrichment tools to generate hyper-personalized emails based on company news, funding rounds, and executive movements.
Traditional data enrichment relies on static databases, while AI-driven enrichment pulls real-time insights directly from customer interactions and external sources.
🔹 Actionable Takeaway: Combine AI-driven data extraction with existing enrichment providers to get the most accurate and up-to-date prospect data.
AI-generated content improves when detailed prompts provide necessary context. A short, generic prompt leads to weak responses, while a long, detailed prompt yields concise, high-quality output.
🔹 Actionable Takeaway: Invest time in preparing detailed text-based prompts for AI tools to generate stronger, more targeted marketing content.
Despite AI’s advancements, sales and high-level marketing strategy will continue requiring human input. AI can automate tasks, but relationship-building and creative brand positioning remain human-led.
🔹 Actionable Takeaway: Automate engagement, qualification, and follow-ups while keeping human interactions at the core of high-value sales conversations.
HubSpot is integrating AI faster than competitors, embedding OpenAI models directly into its platform, while legacy players like Salesforce struggle with outdated AI architectures.
🔹 Actionable Takeaway: Follow HubSpot’s AI evolution, even if you’re not a user, to stay ahead of CRM AI trends.
Large models like GPT-4 often outperform specialized models when provided with proper context. Future iterations (e.g., GPT-5) will likely introduce multimodal capabilities, enhancing AI’s ability to understand and respond to diverse data types.
🔹 Actionable Takeaway: Optimize CRM systems with structured AI-powered knowledge bases to improve model performance and automation.
With AI capable of remembering every interaction, businesses must balance usefulness with privacy to ensure compliance and data protection.
🔹 Actionable Takeaway: Implement privacy controls and consider “private modes” in AI workflows to prevent over-capturing sensitive information.
Vendors are moving toward automated CRM workflows, enabling AI to summarize email conversations, call interactions, and lead scoring more effectively than traditional methods.
🔹 Actionable Takeaway: Leverage AI for automated deal insights and real-time lead qualification to improve sales performance.
1️⃣ AI-first workflows are replacing rigid automation – Companies must integrate AI into data management, personalization, and engagement processes.
2️⃣ Data enrichment is evolving – AI-driven insights outperform static databases by pulling real-time information from multiple sources.
3️⃣ Human-AI collaboration is key – AI should handle repetitive tasks, while sales and marketing teams focus on high-value human interactions.
