The AI-driven go-to-market (GTM) revolution is in full swing. With Salesforce unveiling AgentForce, Microsoft responding with CoPilot autonomous agents, and a surge of AI-driven SDR startups entering the scene, sales leaders now face a pressing challenge: How do you select the right AI solution for your GTM strategy?

A recent discussion with Peter S. Borkovich, a former sales leader at Yotpo and Salesforce, revealed that many organisations are approaching this decision from the wrong angle. Instead of prioritising fit, the market remains overly focused on features - and that’s a mistake.

 

The Misguided Focus on Features in AI GTM Selection

Many businesses evaluate AI solutions based on capabilities rather than compatibility. However, every organisation has unique operational needs.

A large enterprise with a team of 50 SDRs and a full RevOps department has completely different requirements from a lean startup with three sales reps managing their own tech stack.

While larger companies can afford to piece together an AI-driven GTM stack like LEGO bricks, smaller teams need plug-and-play solutions - not overly complex systems that require heavy customisation and endless configuration.

 

A Smarter Approach: Evaluating AI GTM Vendors the Right Way

 

Step 1: Assess Your Own Business First

Technical Resources: Do you have the in-house expertise to implement and manage an AI-powered system?

Integration Capabilities: Can your current tools and workflows support a new AI layer?

Time to Value: Are you looking for immediate impact, or can you afford a longer ramp-up period?

Budget for Experimentation: Do you have the flexibility to test and refine an AI-driven approach?

Understanding your internal capabilities will help you narrow your search to solutions that truly fit your business.

 

Step 2: Key Questions to Ask AI Vendors

Once you have a clear picture of your needs, evaluate vendors with these essential questions:

✅ Is this a full solution or just a collection of tools?
✅ Who is responsible for implementation - our team, the vendor, or a third-party consultant?
✅ What is the realistic time-to-value? Can we expect results in days, weeks, or are we looking at an indefinite rollout?

These questions will quickly reveal whether a platform is truly suited to your operational model or just another shiny object with hidden complexity.

 

Red Flags to Watch Out For

Be wary if a vendor makes claims like:

🚩 “You can customise it to do anything!” – Translation: You’ll need significant development resources.
🚩 “It just requires a little configuration.” – Often a sign of a complicated setup process.
🚩 “Your RevOps team will love it.” – If your RevOps team is already stretched thin, this could be a burden rather than a benefit.

Unless your company has deep technical expertise, abundant resources, and time to experiment, these promises may actually be warnings in disguise.

 

Green Flags: Signs of a Strong AI GTM Solution

Instead, look for vendors that provide:

✅ Clearly defined use cases – No vague “AI-powered automation” claims, but real examples of success.
✅ Structured implementation plans – A well-documented onboarding process that fits your team’s capabilities.
✅ Proven time-to-value metrics – Real data on how quickly businesses see ROI.
✅ Transparency on system limitations – Honest conversations about what the platform can and cannot do.

 

The Bigger Picture: AI GTM Adoption Is Now Mainstream

The launch of CoPilot and AgentForce is more than just another product drop - it’s confirmation that AI-powered GTM strategies are becoming the norm.

However, just because these solutions exist doesn’t mean they’re the right fit for every business. 

Companies need to be strategic, ensuring that AI adoption aligns with their current operations, sales strategy, and long-term goals.

 

Success in AI GTM Comes Down to Alignment, Not Features

The companies that thrive in this new AI-driven landscape won’t necessarily be the ones using the most advanced technology. Instead, they will be the ones that choose solutions that integrate seamlessly into their workflow, enhance productivity, and drive measurable results.

 

Key Takeaway

💡 Forget the AI arms race—focus on alignment. The most sophisticated AI solution is useless if it doesn’t fit your company’s needs. 

Before jumping in, ask the right questions and ensure your investment serves your strategy - not just the latest industry trend.