{"id":11175,"date":"2026-07-09T07:50:12","date_gmt":"2026-07-09T13:50:12","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=11175"},"modified":"2026-07-09T07:50:12","modified_gmt":"2026-07-09T13:50:12","slug":"youre-using-ai-to-scale-the-wrong-part-of-gtm","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=11175","title":{"rendered":"You\u2019re using AI to scale the wrong part of GTM"},"content":{"rendered":"
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AI has taken over go-to-market, and that\u2019s not hyperbole.<\/p>\n

In Salesforce\u2019s 2026 State of Sales report<\/a>, 87% of sales organizations said they now use some form of AI for prospecting, forecasting, lead scoring, or drafting emails. More than half use it specifically to prospect. Marketing isn\u2019t far behind. Open your inbox, and you can feel it: The volume, polish, and personalization are up.<\/p>\n

I\u2019m not here to tell you AI is bad. I use it every day. It\u2019s the most important thing to happen to our profession in a decade. But we\u2019re being lazy with it.<\/p>\n

We\u2019ve pointed all this incredible technology at one goal: Do more, faster. Send more emails. Build more lists. Spin up more variations of the same nurture. We use AI to scale our go-to-market volume and, in the process, quietly automate the humanity right out of it.<\/p>\n

The person who pays for that is the buyer. They\u2019re sitting under a growing mountain of automated, personalized-sounding yet instantly forgettable slop. They learned to ignore all of it.<\/p>\n

The pendulum is about to swing hard the other way. Back to relationships. Back to actually knowing the people we sell to. The teams that win won\u2019t automate every part of the GTM process. They\u2019ll use AI to scale the right parts of the process so humans can do the parts that actually matter. Here\u2019s why 1-1 ABM is the model for getting there.<\/p>\n

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We automated the volume and forgot the point<\/h2>\n

The channels we\u2019re flooding with AI are the ones buyers have already tuned out. 6sense\u2019s 2025 Buyer Experience Report, a study of nearly 4,000 B2B buyers, found that unsolicited SDR and BDR outreach plays a minimal role when buyers first engage.<\/p>\n

Buyers initiate roughly 80% of first conversations themselves, and they do it on their own timeline, after they\u2019ve already done their homework.<\/p>\n

Now layer AI on top. Salesforce frames the real problem as a capacity gap: The average seller now spends only about 40% of the week actually selling, with the rest lost to admin and manual research.<\/p>\n

What\u2019s the industry\u2019s answer? Hand the channel to AI and run the volume up. Fifty-five percent of sales pros already use AI to prospect, and another 38% plan to. We\u2019re pumping more output into the exact place buyers already stopped looking.<\/p>\n

The personalization doesn\u2019t save us because, at scale, it stops being personalization. It becomes a pattern.<\/p>\n

Every buyer alive can now spot the shape of an AI-written opener in half a second. It\u2019s the \u201cI saw the great work you\u2019re doing at [Company],\u201d the manufactured compliment, the pivot to a calendar link. The more we generate, the faster people learn to delete on sight.<\/p>\n

That\u2019s the trap. We measured success by how much we could produce. The buyer measures it by whether any of it was worth their attention. Those two scoreboards have never been further apart.<\/p>\n

Relationships still decide the deal, and the data is brutal<\/h2>\n

If volume doesn\u2019t move buyers, what does? The same 6sense research is the clearest answer I\u2019ve seen, and it should be tattooed on every GTM leader\u2019s wall:<\/p>\n