Why AI Requires a New Kind of GTM Role and Org Structure
https://fullstackgrowth.substack.com/p/why-ai-requires-a-new-kind-of-gtm For decades, companies have organized their business systems teams along functional lines. Marketing had its technology leader. Sales had its operations and enablement systems. Customer success had its tools for support, renewals and advocacy. That model made sense in a pre-AI world when each function executed mostly independent workflows, and when success depended on optimizing performance within silos, not across them. But the world has changed. AI is not a feature that fits neatly into one department. Itโs a new substrate for how work happens. Itโs one that thrives on shared context, unified data and fluid collaboration between systems. And that means the way we organize our GTM technology teams must change too.