This article comes from Sherry Kaoues’s insightful talk at our Paris 2024 Product Marketing Summit. Check out the rest of our collection of world-class keynote insights.
When I started my career in customer relationship management and tech, I never imagined how much artificial intelligence (AI) would transform the way we do business. Today, as a Go-to-Market Senior Manager at Adobe, AI has become a critical part of my toolkit.
Whether I’m exploring new markets across the Middle East and Africa or refining digital strategies, AI plays a pivotal role in boosting productivity, uncovering insights, and delivering better results.
You’ve likely encountered AI already these days—whether you realize it or not. From autocorrect to AI-driven recommendations in your email inbox, AI is embedded in many of our daily workflows.
However, when it comes to go-to-market (GTM) strategies, the potential of AI goes far beyond convenience. It’s about creating smarter, faster, and more effective ways to introduce products to market and ultimately drive growth.
So in this article, I’ll walk you through how AI enhances key elements of GTM strategies, and how we’ve been using it here at Adobe. Let’s dive in.
Market research: Turning data overwhelm into actionable insights
Market research is foundational to any successful GTM strategy. You need to understand your audience, segment your market, and identify opportunities.
But let’s face it: digging through massive datasets can be overwhelming and time-consuming. That’s where AI comes in.
AI for data analysis and segmentation
One of AI’s greatest strengths is processing vast amounts of data quickly and accurately. Using AI tools, you can identify customer segments and patterns in minutes rather than days.
For instance, natural language processing (NLP) tools analyze customer feedback, social media conversations, and reviews to uncover sentiment, tone, and emerging trends. Instead of guessing how your customers feel, you actually have data-backed insights.
Summarizing complex data sets
Let me share a practical example. I once uploaded a 100-page PDF of The Picture of Dorian Gray into Adobe Acrobat’s AI assistant. Within seconds, it summarized the entire document and highlighted five key takeaways.
Imagine applying this to your market research reports or customer interviews—analyzing vast amounts of information and surfacing actionable insights without hours of manual work.
AI reduces the time you spend on repetitive tasks and minimizes the risk of any human error. It enables you to focus on strategy and decision-making instead of data crunching. For SaaS professionals, this means faster access to the insights needed to build customer-first strategies.
Robert Gimbel
