2025 Predictions: 3 Ways AI Will Change GTM Next Year
Stage 2 LPs Weigh In on How AI Will Reshape Go-to-Market in 2025
DEAR STAGE 2: How do you think AI will change GTM in 2025? ~AI Curious
DEAR AI CURIOUS: It’s that time of year! We’re all excited for 2025 and putting a stake in the ground for what we expect the year to bring. I gathered predictions from some of our incredible LPs here at Stage 2, including AJ Bruno, Co-Founder and CEO of QuotaPath, Dan Tyre, CEO and Founder of Tyre Angel and Hubspot Executive, Dini Mehta Executive in Residence at Peak XV Partners and former CRO of Lattice and David Meerman Scott, Entrepreneur, Advisor and Best Selling Author. Below, they share their perspectives on AI's biggest potential impacts in 2025. I've also included some of my own tactical advice to help you prepare for these emerging trends.
Here are three key changes to look out for:
1. AI as the Backbone of Business Operations
According to AJ Bruno, by the end of next year, all software companies will need to be "AI-first" to survive. He predicts a rise in roles like "AI Ops," focused on building company-wide operating systems powered by AI. This would include:
Streamlining operations with automation and AI-driven workflows.
Embedding AI into onboarding processes, ensuring new hires adopt an "AI mindset" from day one.
But GTM leaders should approach this evolution cautiously. AJ warns that while some "fast and furious" AI GTM tools may gain traction initially, many will struggle to sustain long-term value, leading to consolidation as CROs seek flexible solutions that deliver immediate ROI.
What You Can Do Now:
Take Stock of Your Tech Stack: January is a great time to do a quick audit across your team and assess where everyone is spending time on repetitive, manual tasks. Those are prime candidates for automation through AI-powered tools.
Create an AI Game Plan: Build a basic guide that outlines how your team should evaluate and adopt AI-driven solutions. This keeps adoption organized and intentional, not just chasing the latest trend. You don’t need to overthink it - this could be a one page document that simply aims to get everyone aligned on the right mindset for what matters.
Focus on AI Literacy: Everyone has a different level of comfort with AI tools and it can vary dramatically across your team. Start weaving AI literacy into your team's development plans. Even basic AI know-how will be critical as new tools hit the market. Alli Miller has a great AI course you can check out, or encourage your team to start asking their peers how others are incorporating AI into similar roles at other companies. Great opp for employees to bring learnings from their network back!
2. Personalization at Scale
Dan Tyre envisions AI enabling unprecedented levels of personalization in GTM. He shared several examples of what this may look like in action:
Enhanced customer profiles: AI will analyze vast datasets to refine understanding of individual customers.
Dynamic content generation: Sales teams will create tailored emails, product demos, and even personalized website experiences (e.g., localizing content for Boston users with a Celtics-themed background).
Improved forecasting: By analyzing historical and market data, AI will predict future sales with greater accuracy, empowering GTM leaders to allocate resources effectively.
This personalization not only deepens engagement but also makes sales and marketing efforts more impactful.
What You Can Do Now:
Organize Your Data: The key to realizing AI's full potential lies in data organization (nothing new here). Audit your systems of record and evaluate how you're preparing data for GTM programs. Don't overlook valuable but unused data sources like call records, transcripts, customer feedback, and survey responses. P.S. Stage 2 Portfolio company Momentum can help turn this valuable data into actionable insights.
Prioritize Meaningful Personalization: Focus on areas where personalization can truly move the needle. While website personalization may look impressive, it doesn't always deliver ROI. For 2025, identify specific opportunities where personalization can directly impact growth or retention (think targeted segmentations, tailored onboarding paths, personalized follow-up, etc.), and create a focused shortlist of initiatives.
3. A Shift from Flashy Demos to Real Impact
Dini Mehta emphasizes that 2025 will move past the "flashy AI demos" of 2024. Instead, companies will focus on AI solutions that truly enhance productivity across GTM teams.
AI that delivers value: Expect tools designed to solve specific challenges, such as shortening sales cycles or increasing close rates.
Broader integration: AI will become an integral part of daily workflows across sales, marketing, and customer success roles, driving efficiency and collaboration.
David Meerman Scott adds a compelling perspective: "We’re in a tsunami of AI-generated content that appeals to nobody. The winners in 2025 will focus on creativity, individuality, and passion—not just machine-generated noise."
What You Can Do Now:
Start Small and Test: Select one or two specific use cases and test new tools against these before committing to larger contracts. This approach will help you understand the ROI before rolling it out across your company.
Avoid Tech Stack Bloat: Consider prioritizing integration capabilities over standalone features. Investigate how new tools will connect with your existing systems, and involve RevOps early in the evaluation process. Their input is crucial for long-term success.
Focus on Business Impact: While AI can automate many processes, prioritize initiatives that drive tangible business outcomes. Look for clear improvements in key metrics like deal velocity, customer retention, and lead generation. Even impressive AI capabilities need to demonstrate measurable business value.
Enjoy the holidays and hopefully some well-deserved down time.
Until next year!