The 3 ways your marketing team needs to be using AI

Hot off the heels of Shopify’s leaked AI manifesto, most every marketing leader should be wondering the same thing this week: are we using AI well enough? In this episode of The Proof Point, Dave Boyce, EVP of Product at Winning By Design, examines how AI is redefining the leadership landscape in the go-to-market space. And, he’s sharing the top 3 things every marketing team should be using AI for (and if you’re not...now’s the time to get started). Dave discusses adapting leadership in the AI age, highlighting curiosity and process design over charisma. Listeners will learn how AI is shaping go-to-market strategies, with examples from Adobe, Uber Eats, and Calendly. This episode explores integrating AI with human efforts to drive exponential growth, stressing the importance of a clear process framework.Discover how to nurture a culture of curiosity and adaptability, and ensure AI implementation doesn't simply multiply inefficiencies. Dave discusses his hands-on experiences and shares practical approaches to managing AI alongside human talent in go-to-market teams.What You’ll Get:The evolution of leadership skills crucial in an AI-first market Insights into fostering a curious and innovative team culture Strategies for scalable AI implementation that avoids chaos Examples of AI transforming go-to-market operations at top companiesThings to listen for:(00:00) Mark’s introduction and Dave’s time as an Eagle Scout(03:14) Leadership shifts needed for an AI-driven go-to-market landscape(09:01) The importance of systematic go-to-market instructions for AI(14:24) AI agents and the significance of performance reviews(17:59) Essential skills for leaders in a human and AI collaborative world(20:05) Winning By Design’s innovative Revenue Architecture(22:14) Success stories: Canva's customer-centric go-to-market approach(38:40) Dave’s Boyce’s insights on freemium models and his book "Freemium"Pre-order Freemium now!Amazon Barnes and Noble Target Waterstone’s Subscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribeLearn more about the customer evidence platform trusted by B2B teams at Gong, HackerOne, Sendoso, and more: userevidence.com.