Most conversations about AI in go-to-market revolve around productivity: faster content creation, automated workflows, or streamlined reporting. Those gains matter, but what else is on the horizon?

AI is now enabling entirely new GTM capabilities that were previously impractical or impossible at scale, especially for B2B SaaS companies selling to complex buying committees that now average a dozen people. 

“What can we now do that we simply couldn’t before?”

1. Testing GTM strategy before it ever hits the market
2. Sales training on steroids: continuous learning from every call
3. Expanding your market by going after TAM you couldn’t reach before

Let’s dive deeper into each . . .

1. Synthetic Buyers: Testing Strategy Before It Ever Hits the Market

Historically, GTM strategy has been iterative and relatively slow, and as a result, VERY expensive.

Teams develop positioning, launch campaigns, and collect fragmented feedback from sales calls, customer panels, and surveys. Then they refine. In enterprise environments, this is especially painful: feedback comes from multiple personas with conflicting priorities, and interpreting meaningful signal can take months.

AI is changing this through synthetic buyers. They are AI-generated personas that simulate how real decision-makers respond to messaging, pricing, and value propositions.

Bain & Company describes these as digital customer twins: models that emulate buyer behavior across roles like CFO, CIO, and CISO. Instead of testing two or three narratives in-market over 3 months or a few quarters, teams can now evaluate dozens internally in days.

These synthetic buyers can be tuned for industry context, role-specific priorities (ROI vs risk vs integration), procurement constraints, and competitive landscapes.

This isn’t just faster research. It’s pre-market strategy validation.

Rather than learning after launch, leadership teams can pressure-test:

Which positioning resonates with financial buyers

• Where objections emerge
• How security narratives land
• Which value stories collapse under procurement scrutiny
• All before a single campaign goes live

The impact is structural:

• GTM becomes simulation-driven, not just execution-driven
• Messaging sharpens earlier in the lifecycle
• Buying committees can be modeled as systems, not isolated personas

‍AI is now enabling entirely new GTM capabilities that were previously impractical or impossible at scale, especially for B2B SaaS companies selling to complex buying committees that now average a dozen people. 

For enterprise SaaS, where every GTM mistake is expensive – in the resources and calendar time required to learn in each iteration – that’s a fundamental shift.

2. Sales Training on Steroids: Continuous Learning Embedded in Every Call

Traditional sales enablement has always struggled with timing. Coaching happens weeks after calls. Training is episodic. Managers review a subset of recordings. Feedback arrives late, abstracted from the moment where improvement matters most.

AI is now enabling something radically different: real-time, workflow-native sales learning.

Instead of periodic training sessions, sellers receive immediate, contextual guidance after every customer interaction — and increasingly, during them.

Think of it as sales training on steroids, delivered automatically inside the rep’s normal workflow. 

LLMs and SaaS solutions can now analyze calls for:

• Discovery depth
• Talk-to-listen ratios
• Objection handling patterns
• Persona alignment
• Competitive positioning
• Qualification rigor

Then, providing actionable coaching moments immediately afterward:

• What questions were missed
• Where value framing could be stronger
• How procurement signals surfaced
• What technical concerns went unaddressed

The key shift isn’t role-play. It’s continuous performance improvement, embedded directly into daily selling.

Rather than relying on managers to manually review calls or conduct sporadic coaching, every seller benefits from always-on feedback loops. Best practices become encoded into systems. Top-performer behaviors are captured, turned into best practices, and distributed across the organization.

Salesforce has been explicit about this direction — moving beyond copilots toward agent-based systems that evaluate interactions, surface insights, and guide sellers in near real time.

The result is that coaching becomes:

• Immediate instead of delayed
• Consistent instead of manager-dependent
• Personalized instead of generic

For leadership, this fundamentally changes talent economics. Ramp times shrink. Skill development accelerates. Performance variance narrows – not reverting to the mean, but rising towards the level of your best people.

Instead of hoping great selling spreads organically, organizations can now institutionalize excellence.

This isn’t automation. It’s capability amplification.

Just Get Started – A Quick Example:  While Gong and other tools can help you do this, you don’t have to buy the latest third-party solution out of the gate. Simply try running call transcripts through an LLM trained with several examples of calls with your best salespeople, and armed with thorough overviews of your company, products, target market, ICP, personas, etc., and you’ll be amazed at what you can learn for each call and each SDR/AE/salesperson/exec. Even without the context, just ask an LLM about the call transcript and what could have been done better. You’ll be impressed.

3. Expanding Your Market By Going After TAM You Couldn’t Reach Before

Enterprise SaaS leaders know this pain well. RFPs. Security questionnaires. Compliance reviews.

Historically, these processes consumed enormous cross-functional effort — sales, legal, security, product — often over weeks. As a result, many companies quietly avoided procurement-heavy opportunities or segments simply because they couldn’t support the operational load.

AI is breaking through that constraint.

According to McKinsey & Company, enterprises are now using generative AI to automate large portions of RFP and security responses — synthesizing product documentation, compliance artifacts, and legal language into consistent, deal-ready outputs.

But here’s the important part: This isn’t just about speed. It’s about addressable market expansion.

When RFP throughput is no longer limited by headcount, companies can bypass linear cost increases and pursue:

• Regulated verticals
• Enterprise procurement frameworks
• Global compliance-heavy accounts

And this isn’t theoretical. Wired has reported on large technology vendors actively deploying AI systems to respond to RFPs and customer security reviews — signaling that this capability is already reshaping enterprise selling dynamics.

In practical terms:

• More deals become economically viable
• Sales teams engage segments previously avoided
• Legal and security bottlenecks loosen
• Pipeline coverage increases without proportional staffing growth

For CROs, CFOs, and CEOs, this creates operational leverage.

Enterprise selling is no longer inherently expensive by default. AI is decoupling complexity from cost. That changes the growth strategy.

What This Means for Leadership Teams

Taken together, these three capabilities point to a new GTM operating model:

• Strategy is simulated before it’s launched.
• Sales performance improves continuously, inside the daily workflow.
• Enterprise access expands because operational barriers fall.

This is not incremental productivity. It’s a structural shift in how revenue organizations learn, adapt, and compete. The winners won’t be the companies that merely automate existing processes. They’ll be the ones that recognize AI as a new organizational layer — one that:

• Compresses feedback cycles
• Scales institutional knowledge
• Expands market reach
• Raises baseline performance across teams

For SaaS leaders, this moment looks a lot like the early CRM era: those who leaned in reshaped their GTM engines; those who waited struggled to catch up.

AI is now doing the same — but at a much deeper level.

It’s not just about changing how work gets done efficiently. It’s redefining what’s possible.

About RevelOne

RevelOne is a specialized go-to-market search & advisory partner that drives Growth through People. Growth strategy and talent strategy are completely intertwined, yet often handled by different people. We staff projects with expertise across both to support our clients in sharpening their growth plans and ensuring they have the right full-time and part-time talent to achieve their specific goals.  

Over the past 10 years, we’ve successfully placed 1,700 people at over 750 clients, including both tech companies and traditional companies looking for modern GTM leaders. Over 50 of these clients are now unicorns.

Our GTM retained search practice focuses on Marketing, Sales, Client Success, and Partnerships/BD permanent hires for all levels, from executives to directors, managers, and team buildouts. We can also source temporary hires – pre-vetted GTM experts – for strategy and execution on interim, part-time, or project-based engagements.

Contact: Have a GTM question, a new hire, or a problem you’d like to solve? Reach out to RevelOne today to discuss: djones@revel-one.com

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