Will Spendlove: AI for GTM Isn't About Automation—It's About Control

In this episode of the Go-To-Market Podcast, Dr. Amy Cook sits down with longtime collaborator and GTM leader Will Spendlove to share how AI, analytics, and RevOps are colliding to fundamentally change how companies operate, sell, and scale. From Will's early days in product and growth marketing to carrying a bag as an AE at Symantec, to leadership roles at Salesforce, DocuSign, and now Alteryx, this conversation dives deep into what it actually takes to democratize data, operationalize AI, and empower revenue teams—without bottlenecking RevOps or IT. You'll hear why the future of GTM isn't about replacing people with AI, but about: Designing workflows that combine private company data with public LLMs Giving sellers and leaders self-service insights without sacrificing governance Shifting RevOps from "report runners" to strategic architects of revenue Rethinking SDR, analytics, and territory strategy in an AI-powered world Amy and Will also explore why "jobs to be done" thinking is the missing link in most GTM strategies and how AI finally makes that vision scalable. If you're a revenue leader, marketer, RevOps professional, or product strategist trying to separate AI hype from real operational impact, this episode is required listening.