The AI GTM Arms Race: Why 90% of Sales Leaders Will Choose Wrong

The AI go-to-market arms race is officially underway. With Salesforce launching AgentForce, Microsoft countering with CoPilot autonomous agents, and new AI SDR startups emerging weekly, sales leaders face a critical challenge: how to choose the right AI solution for their specific GTM strategy. Based on a recent conversation with Peter S. Borkovich, former sales leader at Yotpo and Salesforce, it's becoming clear that we're approaching this challenge from the wrong angle.

The Current State of AI GTM Evaluation

The market is fixated on features, but we're not talking enough about fit. This oversight is crucial because different organizations have vastly different needs. A large enterprise with 50 SDRs and dedicated operations support operates under completely different constraints than a small business with three sellers handling their own RevOps. While enterprises can afford to mix and match components of their AI GTM stack like LEGO blocks, SMBs need solutions that are truly plug-and-play, not plug-and-pray.

A Framework for Evaluating AI GTM Vendors

Step 1: Internal Assessment

Before evaluating any vendor, look inward and assess:

• The depth of your technical expertise

• Your capacity for system integration

• Your timeline for achieving results

• Your budget for experimentation

Step 2: Vendor Evaluation Checklist

Ask these critical questions:

• Are they offering building blocks or complete solutions?

• Who handles implementation - your team, the vendor, or a consultant?

• What's the realistic time to value - days, weeks, or the dreaded "it depends"?

Red Flags to Watch For

Be cautious when you hear:

• "You can build anything!"

• "It just needs some configuration"

• "Your RevOps team will love it"

Unless you have substantial resources, technical expertise, and time to experiment, these seemingly attractive features are actually warning signs.

Green Flags to Look For

• Positive indicators include:

• Clearly defined use cases

• A well-structured implementation pathway

• Proven and documented time-to-value metrics

• Transparency about system limitations

The Bigger Picture

The launches of CoPilot and AgentForce aren't just product releases - they're market validation that autonomous GTM is becoming mainstream. However, this doesn't automatically make them the right choice for every organization.

The Path to Success

The winners in this AI GTM revolution won't necessarily be those who chose the most advanced AI technology. Success will come to those who selected solutions that align perfectly with their GTM strategy, operational capabilities, and organizational resources.

Key Takeaway

In the rapidly evolving landscape of AI GTM solutions, fit trumps features every time. The most sophisticated AI solution might not be the right choice for your organization if it doesn't align with your operational realities and strategic needs.

Before jumping into the AI GTM arms race, take a step back and ensure you're making a choice that serves your specific needs, not just following market trends. The right solution is out there - it's just a matter of asking the right questions to find it.