CapitalG’s Post

Today CapitalG partner Jane Alexander, investor in Pennylane and Clio - Cloud-Based Legal Technology, delivered an insightful session at #StartupGrind on "How #AI is changing #GTM." Today, every company has access to essentially free AI-based research, copywriting and personalization tools. Consequently, inboxes are becoming saturated with low cost sales emails, transforming what was once a competitive edge for companies into a commodity. Looking back in history, we can see parallels with the industrial revolution. Before mass production, artisans created entire products. The industrial revolution enabled mass production. People became segmented into specialized, narrow roles within assembly lines. Jane suggested we are already in this "assembly line" phase of marketing. Just think of all the marketing specialties, from performance to events to brand to email. But AI has the potential to free marketing teams to become artisans--small, nimble, creative, teams able to manage the entire customer journey holistically. Marketing teams can differentiate themselves by leaning into their creativity–and our shared humanity. Ask yourself the following: 1. What does your customer actually value? 2. What can you uniquely provide? 3. What is the single feeling you are trying to create? 4. What can you learn from other industries? 5. How can you create structure for your practice? How is AI changing your team's go-to-market motion?