Using AI to free up sales and marketing bandwidth, with Jared Lees, MasterControl

In this episode, global sales and marketing executive Jared Lees shares how he helped a go-to-market team break through bandwidth constraints by rethinking how work gets done. He noticed the team was spending far too much time on non-core tasks—especially writing—and saw an opportunity to use AI to lighten the load. Starting with a budget originally earmarked for a contract copywriter, Jared partnered with IT, finance, and other stakeholders to roll out AI tools like GPT. The results were immediate and scalable, saving each user an average of 3–6 hours per week as adoption grew from 4 to 30 users. Jared also dives into the bigger lessons learned: focusing on clear outcomes, giving teams strong starting points, and building a culture of continuous learning and growth.