Building AI into your GTM motion
Building AI into your GTM motion
Practical systems for outbound, paid, and funnel - built to last as the tools keep changing
ABOUT THIS CLASS
Every week there's a new AI tool promising to transform your go-to-market. Most of them won't. But the underlying shift — using AI to enrich data, orchestrate outreach, connect your stack, and close the loop on what's actually working — is real, and it's compounding fast.
Luke Marshall (Marshy) has spent 20 years across sales, marketing, and growth, and the last several building AI-augmented GTM systems for early-stage companies.
In this two-hour workshop he cuts through the noise and focuses on what holds: the principles of enrichment, orchestration, stack design, and feedback loops that make an AI-powered motion durable regardless of which tools are trending this month.Brand isn't built in straight lines - it's built in feedback loops. What people believe shapes how they behave. And how they behave shapes what others believe.
The tools will keep changing. The session will teach you how to think about any of them - and which motions to wire them into first.
You'll cover outbound as the core motion, then extend into paid and funnel - practical enough to act on the same week, principled enough to still be relevant in six months.
MOTIONS COVERED
Outbound
AI-powered prospecting and sequencing
Paid
Smarter targeting, creative, and optimisation
Funnel
Conversion, nurture, and closing the loop
TAKEAWAYS
Set up an AI-augmented outbound motion from scratch - covering prospect identification, data enrichment, personalised sequencing, and follow-up logic that doesn't require a full SDR team to run.
Understand how enrichment works at each stage of the funnel - what signals matter, where to source them, and how to feed them back into both outbound and paid campaigns.
Design an orchestration layer that connects your tools, so your CRM, outreach platform, and ad stack are actually talking to each other instead of running in parallel silos.
Apply AI to paid and funnel motions - from smarter audience targeting and creative testing to automated nurture sequences that adapt based on intent signals.
Build the feedback loop - learn how to measure what's actually working across motions and feed that signal back into your system, so performance compounds over time rather than plateauing.
WHO IS THIS FOR
Founders & Operators
Building or rebuilding a go-to-market at an early-stage company and want AI doing more of the heavy lifting.
Marketers & Growth Leads
Already running GTM and want to understand where AI fits, what to automate, and how to stack it properly.
YOUR INSTRUCTOR
Luke Marshall (Marshy)
Growth, AI & GTM Consultant - AI versus Marshy newsletter
Marshy has spent 20 years across sales, marketing, partnerships, and AI - working with startups, scale-ups, and corporates across Australia. He now consults on AI-powered growth systems for early-stage companies and helps them make the right go-to-market hires at Pointer.
He writes the weekly AI versus Marshy newsletter, covering what's actually useful at the intersection of AI and growth.