Use Cases, Challenges, and Strategic Implications

Research Summary
Author: Matt Steffen
Contributors: Chandler Martin, Davis Potter

This report provides a focused analysis of how AI is currently being used to support Account-Based Go-to-Market (GTM) programs, and where adoption is headed in the next 6 to 12 months. Grounded in proprietary survey research and enriched with insights from desk research and interviews, the report surfaces key use cases, adoption patterns, and implementation roadblocks.

With this report, organizations can:

• Gain clarity on how AI is being used in account-based strategies today—and where it’s headed next
• Identify the key implementation challenges slowing down AI adoption within ABM
• Understand which AI use cases are generating the most impact