Agentic AI is reshaping the way companies approach go-to-market (GTM) strategy. From automating demand generation to accelerating sales cycles, AI agents are unlocking new levels of efficiency and scalability. 

Vivun’s CEO, Matt Darrow, recently joined a panel at the AI-Led Growth Summit hosted by Hard Skill Exchange to discuss the impact of AI agents on GTM teams and processes. During the Agentic GTM panel, led by Alina Vandenberghe, CEO of Chili Piper, Matt explored how AI is changing the way companies generate pipeline, enable sales teams, and manage customer relationships.

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At Vivun, we’ve embraced AI to transform our own GTM motion, replacing outdated processes with intelligent automation that drives real business outcomes. Here’s a look into our AI implementation strategy at Vivun, what’s worked, what hasn’t, and where we see future opportunities. 

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What Makes an AI Agent Truly Agentic?

Not all AI-powered tools function as true agents. To be effective, an AI agent must be able to reason like an expert and complete work without human prompting. That distinction is critical as companies integrate AI into their GTM workflows.

At Vivun, we’ve built the world’s first AI Sales Engineer to provide round-the-clock technical coverage for sales teams. Going beyond simple knowledge retrieval, our AI SE, Ava, can do real sales engineering work that drives deals forward, like developing business cases, mapping customer requirements to custom solutions, and managing post-sales handoffs.    

AI agents like this aren’t just automating tasks—they’re fundamentally changing how teams operate.

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Three Agentic AI Use Cases Changing Go-to-Market

Reinventing Demand Generation

Traditional SDR teams spend countless hours researching accounts, qualifying leads, and booking meetings. At Vivun, we rebuilt our SDR function around AI. Rather than relying on a large team of SDRs, we use AI-driven workflows to identify and engage high-intent prospects, without SDR admin or extra steps for the buyer. 

Our AI-driven marketing stack includes:

• Common Room for capturing intent signals and automating lead segmentation
• HubSpot for orchestrating personalized outreach and engagement
• Warmly for identifying high-fit accounts and enriching prospect data
• Gong Engage for AI-driven sales execution and analytics
• Chili Piper for instant demo scheduling and lead routing
• Webflow for an optimized website experience that converts traffic into pipeline

This shift to a signal-based automation engine has increased pipeline efficiency and conversion rates while reducing the need for manual prospecting, freeing our SDRs’ time for the highest-impact actions on the highest-probability leads.

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Accelerating Mid-Funnel Processes with an AI Sales Engineer

With 60% of deals spent in the technical sales cycle, Sales Engineering bandwidth constraints can critically slow deal progress. Our AI Sales Engineer acts as a real-time technical expert, delivering custom solution architecture based on product features, competitive differentiation, and customer use cases. Instead of waiting for internal enablement, sales reps can access the expertise they need instantly. 

This improves deal velocity via reduced ramp times and increased technical coverage. As we think about the future of GTM, it has the potential to transform traditional onboarding, training, and sales enablement. 

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Simplifying Legal Review and Deal Closures

Legal redlines and contract negotiations are notorious for slowing down sales cycles. We deployed AI-powered contract analysis tools to speed up legal review, reducing the time it takes to finalize agreements. This has helped us close deals faster, especially at the end of the quarter or fiscal year, when every day counts.

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Lessons from AI Experimentation: What Didn’t Work

AI isn’t a silver bullet, and we’ve had our share of missteps along the way.

One challenge has been AI-generated visual content. While AI helps with content ideation and iteration, the final 10% of creative work still requires human oversight. AI-generated content often lacks the nuance and brand voice needed to resonate with our audience.

We also tested AI-powered website chatbots but found that they delivered inconsistent and sometimes inaccurate responses. Instead of improving engagement, these bots often created confusion for customers and sellers. These bots, whose brain was the basis of the LLM, which is the wrong brain to put in an agent, can actually skew and prolong top-of-funnel conversations.

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Future Directions for AI Agents in Go-To-Market

The future of AI-driven go-to-market strategies will focus on deeper automation, intelligence, and personalization. Right now, many AI-powered tools are still fragmented, requiring multiple systems to work together. But as AI continues to evolve, the landscape will likely consolidate, making full-funnel automation a reality sooner than we think.

Darrow highlighted how companies OpenAI and 11x are working to streamline and unify AI-driven sales workflows. While today’s solutions still require multiple integrations, within a year or two, these tools could become far more mature, enabling a seamless, heavily automated GTM motion without cutting corners on buyer experience.

Right now, companies must piece together various AI tools to achieve automation across their GTM funnel. But as AI technology continues to improve, Matt sees a future where AI handles much of the go-to-market process independently, reducing friction for buyers and sellers and allowing teams to focus on higher-value work.

At Vivun, we’re already building toward this vision, experimenting with AI across demand generation, sales execution, and post-sales workflows. The companies that prepare for this shift now will be the ones leading the next evolution of AI-driven selling.

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AI is Reshaping Go-to-Market—Are You Ready?

AI is not about replacing people—it’s about enabling teams to work smarter, sell more effectively, and scale faster. Companies that embrace AI-driven GTM strategies will gain a competitive edge by accelerating their ability to deliver better products and seamless customer experiences.

We’re leading this transformation by building AI solutions that empower sales teams. The question is—are you ready to rethink go-to-market? 

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