Historically, startups launching a new product could rely on established go-to-market strategies. However, artificial intelligence is fundamentally altering how companies prepare for market entry.

“The potential to achieve more with fewer resources is greater than ever before,” explained Max Altschuler, general partner at GTMfund, during a presentation at TechCrunch Disrupt last month.

The key for founders and those executing the strategy will be finding the right balance. While some startups are employing developers with AI expertise to tackle typical go-to-market challenges, Altschuler emphasized the continuing importance of specialized knowledge within the field.

“Access to experienced advisors can provide valuable, proven strategies. These established methods remain relevant, and a solid understanding of the principles behind effective marketing is still essential,” Altschuler stated.

Alison Wagonfeld, vice president of marketing at Google Cloud, affirmed that the core skills of marketing remain crucial.

“A strong foundation in AI is beneficial, as is a willingness to explore its possibilities, and technological expertise is valuable. However, it’s equally important to grasp the fundamental purpose of marketing – understanding customer insights, conducting thorough research, and recognizing impactful creative work,” Wagonfeld said.

Teams that integrate AI into their processes can accelerate their efforts. “AI enables the rapid deployment of a greater volume of messages, allowing for a more comprehensive approach to identifying key performance indicators,” she noted.

Marc Manara, head of startups at OpenAI, has observed that many startups are incorporating AI into their go-to-market strategies, not simply to reduce resource allocation.

“There’s a growing trend of leveraging AI to do more with less, but also to enhance focus and precision. The level of personalization and targeted outreach now possible with AI is a significant advantage,” he said.

Specifically, he highlighted the availability of tools that facilitate more advanced lead generation. AI-powered prompts allow startups to identify potential customers who meet highly specific criteria, moving beyond basic database searches.

AI is also transforming inbound marketing, enabling more accurate qualification and scoring of leads based on the results of these prompts, exceeding previous levels of precision.

When a startup begins developing its go-to-market strategy, Wagonfeld suggested considering the desired attributes of the team responsible for its execution.

“This represents a shift in hiring priorities. Previously, the focus was on hiring specialists with deep expertise, sometimes even in very niche areas of marketing or sales. Now, the primary focus is on candidates who demonstrate curiosity and a broad understanding of the field,” she explained. “These qualities are currently the most sought-after attributes in new hires.”