The go-to-market (GTM) space is rapidly evolving, with leaders constantly re-evaluating their playbooks, tech stacks, and strategies to stay competitive. On the NextGen GTM Podcast, Maddie, co-founder at Scheduler AI, speaks with Kasey Divine, VP of Revenue at Procare HR, about the intersection of AI, automation, and human connection in modern B2B sales and marketing.
This blog post captures key insights from their discussion, focusing on how to leverage technology without losing the human element, avoid common pitfalls in AI adoption, and create scalable yet authentic GTM processes.
With AI-enabled GTM tools flooding the market, it’s increasingly difficult for revenue leaders to differentiate legitimate innovations from overhyped solutions.
🔹 Actionable Takeaway: If you’re building or re-evaluating a tech stack, prioritize tools that align with clear business problems rather than chasing trends.
Despite advancements in automation and AI, buyers still value human interaction in complex sales processes.
🔹 Actionable Takeaway: Instead of replacing sales interactions, focus on enhancing human engagement with AI-powered efficiency.
Many companies rushed into AI implementation with unrealistic expectations, only to realize that AI doesn’t inherently solve problems—it accelerates what’s already there.
🔹 Actionable Takeaway: Before deploying AI, ensure you have clean data and structured processes—otherwise, you’ll just scale inefficiencies.
Outbound sales strategies have often defaulted to high-volume outreach, assuming that more equals better. However, without real hyper-personalization, volume-driven approaches are becoming less effective.
🔹 Actionable Takeaway: Shift from quantity-based outreach to quality-based engagement—leveraging AI to surface insights that drive real conversations.
AI isn’t a replacement for thoughtful strategy—it’s a tool to scale what already works. Poor processes and bad data will only lead to faster failures.
🔹 Actionable Takeaway: Use AI to amplify best-in-class playbooks, not to replace human strategy and creativity.
The best applications of AI in sales and marketing involve supporting decision-making, not replacing human judgment.
🔹 Actionable Takeaway: Implement AI in low-value, repetitive tasks while keeping humans in charge of relationship-building and strategic sales conversations.
Many companies mistakenly believe they need to ingest massive amounts of new data before using AI, while they’re already sitting on goldmines of untapped CRM data.
🔹 Actionable Takeaway: Instead of chasing AI-powered super stacks, start by optimizing response times, follow-ups, and existing lead interactions.
“Speed-to-lead” isn’t just about fast responses—it’s about delivering the right response at the right moment.
🔹 Actionable Takeaway: Prioritize contextual engagement over robotic speed—acknowledge specific prospect behaviors instead of just sending generic responses.
AI chatbots and automated workflows can enhance buyer journeys, but poorly implemented automation can drive prospects away.
🔹 Actionable Takeaway: Train AI chatbots to filter and qualify leads, but ensure that high-value prospects get fast-tracked to human conversations.
The best GTM motions blend AI’s ability to scale operations with the human ability to drive trust and relationships.
🔹 Actionable Takeaway: Test AI solutions in specific, narrow use cases before scaling—ensure that automation supports, rather than replaces, personal engagement.
GTM leaders must evaluate AI not just for cost-cutting, but for its potential to drive strategic revenue growth.
🔹 Actionable Takeaway: Before investing in AI, define the problem you’re solving—whether it’s increasing efficiency, improving conversion rates, or enhancing customer insights.
Many businesses overhaul their GTM strategies based on tech trends, forgetting that business fundamentals remain unchanged.
🔹 Actionable Takeaway: AI should augment strong GTM processes, not dictate them—focus on solving core challenges, not just adopting new tools.
1️⃣ Focus on people – AI can optimize workflows, but human relationships drive sales.
2️⃣ Leverage AI for efficiency, not replacement – Use AI to support, not eliminate, personal interactions.
3️⃣ Be strategic about tech adoption – Choose solutions that solve real problems, not just trendy tools.
Are you rethinking your GTM strategy in the era of AI? Connect with Procare HR for expert insights on building scalable, human-driven sales and marketing motions.
