Most GTM AI investment is going toward the wrong things. Organizations default to productivity tools that make activity faster, email generation, meeting summaries, content creation, without questioning whether those activities were worth doing in the first place.
Speed without direction just accelerates waste. What actually separates outperformers is investment in analytics and decision support, tools that predict outcomes and tell teams where to aim, rather than tools that help them move faster in the wrong direction. Build the analytics foundation first, let it direct where productivity investments go next, and resist the board and vendor pressure to chase visible activity metrics over durable competitive advantage.
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