E156: When AI Runs GTM, What Do Humans Still Own?

In this episode of B2B Marketing Futures, revenue and marketing leaders explore what happens when AI increasingly powers go-to-market execution and how organisations should decide where human expertise still creates the greatest value.

The conversation examines how AI is reshaping sales and marketing workflows, from account identification and content creation to pipeline prioritisation and revenue execution, while raising new questions around governance, customer experience, and decision-making.

The panel discusses where human judgement, strategic thinking, creativity, relationship-building, and organisational alignment remain essential as AI becomes more deeply embedded across the revenue engine.

Participants:

Brooke Huckabee, Head of Global Revenue Enablement at SAS
Caitlin Crawford, Chief of Staff to the CRO at Outreach
Christy Marble, 4x Chief Marketing Officer, most recently at Siteimprove