AI in GTM: How 30-year revenue leader Giancarlo Comini views AI as enhancement, not replacement
Revenue executive Giancarlo Comini shares how AI enhances GTM teams through automation and lead scoring while human skills remain essential.
Giancarlo Comini has watched technology transform go-to-market teams for three decades. As a global revenue executive who's led go-to-market (GTM) strategies at companies like PTC, SAP, and Hexagon—scaling everything from startups to billion-dollar enterprises—he's uniquely positioned to cut through AI hype and deliver practical insights on what actually works.
Comini currently operates as a strategic GTM advisor and thought leader, running the "Strategic Gems—Business & GTM" newsletter and podcast. His advisory work focuses on helping companies, startups, and scale-ups accelerate revenue growth through optimized GTM execution, sales strategies, and channel development.
Through his platform, he shares actionable insights on revenue leadership, business growth strategies, and the evolving role of AI in commercial operations—drawing from his extensive experience building and scaling high-performing teams across sales, business development, customer success, marketing, and product management.
The moment AI clicked for GTM teams
When asked about his first realization that AI could revolutionize GTM approaches, Comini points to automation's power: "When I saw how AI could automate repetitive GTM tasks and deliver real-time insights—freeing teams to focus on strategy, creativity, and relationships."
Think about your typical sales rep's day. They're drowning in CRM updates, lead research, and follow-up emails. Now imagine AI handling 40% of those non-selling tasks automatically.
His perspective challenges the common fear that AI will replace sales and marketing professionals. According to McKinsey research, 90% of commercial leaders expect to frequently use generative AI within the next two years, with AI investments driving a 3-15% revenue uplift and a 10-20% sales ROI increase.
But here's the key: Comini emphasizes that AI's true value lies in augmentation, not replacement.
Patrecia Meliana
Where AI actually delivers results in GTM
The numbers support this view. Research shows that 61.4% of marketers have used AI in some form, and 98% plan further AI adoption. More tellingly, 77% of marketers say reducing time on repetitive tasks is AI's top benefit.
For GTM teams specifically, Comini identifies seven areas where AI delivers immediate impact:
- Sales forecasting that actually works: AI-driven tools analyze historical data, market conditions, and customer behavior to create more reliable forecasts. Instead of gut-feel predictions, you get data-backed insights that help allocate resources and set realistic targets.
- Lead scoring with precision: By analyzing customer data, AI scores leads based on conversion likelihood. Your sales team stops chasing cold prospects and focuses on high-potential leads that actually convert.
- Predictive analytics for market opportunities: AI identifies patterns in vast datasets that human teams might miss. Think of it as having a crystal ball that spots emerging market segments before your competitors do.
- Marketing personalization at scale: AI-driven audience segmentation based on behavior and preferences enables highly targeted campaigns. No more spray-and-pray marketing—every message hits the right person at the right time.
- Product roadmap decisions backed by data: AI helps product managers prioritize features by analyzing customer feedback and market trends, ensuring development aligns with what customers actually want.
- Customer success on autopilot: AI predicts customer churn, automates personalized outreach to at-risk accounts, and analyzes feedback in real-time. Your customer success team can focus on building relationships instead of firefighting.
- Task automation that frees up your team: Perhaps most importantly, AI handles up to 40% of non-selling tasks like data entry and reporting, freeing sales professionals to focus on building relationships with prospects and clients.
What AI can't do (and why humans still matter)
Despite AI's impressive capabilities, Comini maintains that human-centric skills remain irreplaceable. His experience spans diverse markets—from Brazil to the US to Italy—giving him deep insight into what truly drives GTM success.
"Understanding subtle cultural cues like body language and communication preferences are uniquely human skills that AI can't replicate," Comini explains. He references his own aforementioned article on cultural awareness, noting that local culture often determines GTM strategy success more than technology.
Here's what AI still can't handle:
- Complex problem-solving in the gray areas GTM challenges don't come with instruction manuals. Whether you're navigating a difficult negotiation or developing strategies for a completely new market, these situations demand human creativity and adaptability that AI simply can't match.
- Building genuine relationships AI can provide customer insights, but building trust and cultivating lasting relationships requires human emotional intelligence. Your customers want to feel understood, not analyzed by an algorithm.
- Strategic leadership and vision AI supports data-driven strategies but can't replace the leadership required to align teams with long-term business goals. Leaders need to balance AI integration with human motivation, empathy, and strategic foresight.
- Cultural subtleties that make or break deals For global GTM strategies, understanding local cultural subtleties remains distinctly human. What works in Silicon Valley might bomb in Singapore, and AI doesn't understand these nuances yet.
How to actually implement AI in your GTM strategy
When it comes to specific tools, Comini relies on platforms that "drive forecasting accuracy, lead scoring, and buyer simulation—especially platforms like ChatGPT and Salesforce Einstein."
His approach to balancing human expertise with AI capabilities is strategic: "AI powers speed and precision; humans bring critical thinking, emotional intelligence, and cultural nuance—both are essential for scalable GTM."
This balance reflects broader market trends. Research indicates that 81% of B2B marketers are using generative AI in 2024, up from 72% in 2023, while marketing automation adoption shows 64% of marketers use some form of automation.
For GTM leaders looking to implement AI effectively, Comini's advice is pragmatic: "Start with high-impact, low-risk pilots. AI isn't here to replace your team—it's here to multiply their impact."
Here's his recommended approach:
- Start with assessment Evaluate your current processes and identify areas where AI can make an immediate impact. Look for repetitive tasks, data analysis bottlenecks, or areas where you need faster insights.
- Run pilot programs Launch small-scale tests of AI-driven tools while investing in soft skills training like negotiation, relationship-building, and cultural awareness. Don't go all-in immediately—test and learn.
- Focus on balanced integration Use AI for efficiency while ensuring human strengths in creativity, relationships, and strategic thinking continue to flourish. The goal is enhancement, not replacement.
The new reality for GTM leaders
As AI reshapes business operations, Comini sees GTM leadership roles evolving significantly. Leaders must now balance technical AI benefits with human elements like motivation and strategic vision.
"Visionary leaders recognize AI as a catalyst for unlocking team potential," he notes. The most successful leaders will be those who can leverage AI for performance while ensuring human strengths remain central to their strategies.
This evolution reflects broader workforce changes. Studies show that 4 in 5 employers now prioritize hiring AI-skilled talent, but 75% still struggle to find it. For GTM professionals, this creates opportunities for those who can combine strategic thinking with AI fluency.
The implications extend beyond individual roles to entire GTM strategies. With the AI-in-marketing sector growing at ~26.7% CAGR through 2034, companies that successfully integrate AI while maintaining human-centered approaches will likely gain significant competitive advantages.
Patrecia Meliana
The bottom line on AI and GTM
Comini's three-decade perspective offers valuable context for current AI adoption. He's witnessed multiple technology waves transform GTM operations, from early CRM systems to social selling to now AI-powered automation.
His conclusion is both practical and optimistic: "AI and GTM teams are not competitors; they are allies. Together, they can drive unparalleled success."
For revenue leaders navigating this transformation, Comini's experience suggests the winning formula combines AI's computational power with uniquely human capabilities—strategic thinking, emotional intelligence, and cultural awareness. Companies that master this balance will likely see the greatest returns from their AI investments.
The future of GTM isn't about choosing between human expertise and artificial intelligence. It's about creating synergies between both to achieve levels of efficiency, personalization, and growth that neither could accomplish alone.
