Context: the missing layer in GTM AI
AI in go-to-market fails the same way whether a team is experimenting with prompts or running agents in production: the context it needs is scattered, static and owned by nobody. Enablement and revenue strategy are the functions that should own it.
Most AI adoption in go-to-market is an architecture problem dressed up as a prompting problem. A prompt holds just enough context for one request, agent instructions hold it statically while the market keeps moving, and every team ends up maintaining its own version of the truth. The talk sets out a context architecture built the way enablement is built, around why we sell, how we sell and what we sell, and shows what changes when sellers and agents read from the same governed source: account research measured in thousands of hours removed, and meeting preparation cut from half a day to under an hour.
First given at the Sales Enablement Leaders Conference, London, September 2026.
- Sep 2026 Sales Enablement Leaders Conference, London · Context: the missing layer in GTM AI Speaker
The visual
The self-drawing visual used in the talk, advanced one idea at a time.
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