Don't Rush the Bot: Matt Dornfeld on AI GTM, Partner Strategy, and the Data Foundation

Matt Dornfeld is the Senior Director of Global AI GTM at Commerce, the public holding company behind BigCommerce and Feedonomics, where he leads the effort to embed AI across every workflow in the revenue organization. On this episode of the Go To Masters Show, he shares what building an AI GTM practice from the inside actually looks like. He covers why most teams sabotage themselves before they start, and what separates companies getting real outcomes from those chasing shiny objects.Why doing one AI use case completely beats running 50 halfway, and the FOMO that keeps pushing teams toward the latterThe data-first framework: take stock of what you have, centralize it, connect the sets, and only then ask what becomes possibleHow top brands decide whether a new channel is worth the investment, and why focus is a competitive advantage most teams underestimateConnect with Matt: LinkedIn Follow us: LinkedIn | X