🎛️ Don't let AI run off with your GTM strategy

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Plus, how to leave your marketing behind during vacation season, why marketing must reclaim GTM design, IAB brings clarity to gaming ads, the latest martech AI tools and more.

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Jun 27, 2025

Are marketers at risk of losing their responsibility for GTM design in an AI-powered world? We should hope not.

When AI is used in… let’s call it a less-then-strategic manner, the worst of the technology comes out. The focus is on volume, not personalization. And when everyone is using AI that way, the noise is unbearable.

MarTech contributor Loren Shumate has a thought-provoking piece today on why marketers must re-stake their claim to GTM before it’s too late.

Also, Ryan Phelan has tips for marketers on taking a vacation. Something many of us are doing next week. Be safe.

Mike Pastore
Editorial Director

B2B marketing

Why marketing must reclaim GTM design in the age of AI

N.Rich CEO Markus Ståhlberg unpacks the AI-powered GTM shift — and why marketing must lead system design to ensure long-term impact.

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New IAB Framework aims to bring clarity to gaming ads

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Are brand awareness and demand generation rivals, or the ultimate power couple?

Brand or demand? Why not both? Learn how integrated strategies can boost trust, drive action and maximize your marketing ROI.

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The ad world has changed—have you?

14% Identifier for Advertisers opt-in. 8 new state privacy laws. The marketers winning today are building identity from the inside out. This report shows you how.

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Your AI strategy is stuck in the past — here’s how to fix it

Nearly half of all AI projects are abandoned before launch. Learn what separates failed pilots from scalable success.

What else we're reading

Good reads and conversations to help good marketers get better.

SEO efforts suffering? It’s not your execution More evidence AI search traffic converts at a higher rate Are podcast appearances the new backlinks? AI creates efficiencies, so we demand more efficiency Does it make sense for marketers to learn how to create AI agents? A moment of silence for the LinkedIn Company Page

MarTech research

Surveys and research reports to make you a more-informed marketer

NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

NEW! Enterprise Digital Asset Management Platforms Generative AI for Content Creation B2B Data Enrichment and Hygiene Email Marketing Platforms Identity Resolution Platforms Marketing Work Management Platforms Marketing Automation Platforms Customer Data Platforms. Call Analytics and Conversational Intelligence

What they're saying

“AI-powered workflows are shifting control of go-to-market activities away from marketing and into the hands of revenue operations and sales teams.” – Markus Ståhlberg in Why marketing must reclaim GTM design in the age of AI “If you’ve got to deliver cost savings as a particular percentage or a number, look within your portfolio, within your budget, and re-evaluate where you should be shifting your investments to, based on if there’s a shift in the business strategy and marketing’s role, it’s re-allocation.” – Lisa Cole in How to lead marketing through economic uncertainty