Another example. Hiring a CMO. There will be a pool of experienced heads who have mastered SEO, paid search, paid social, writing crisp buyer personas - the list goes on. GEO changes the game; AI native search means understanding how LLMs reference your content and find your brand. No one really knows how this works yet, except maybe a few very technical growth hackers. Which means when we hit reset the fastest learners who can quickly get up the learning curve and have good marketing instincts are the greatest asset to your startup. Yes core marketing skills still count, but as you say rolling out the old playbook, which might give the board confidence because the theory sounds nice, ain’t gonna grow your top of funnel, MQLs or brand presence. You might find this piece relevant, it makes a similar argument but with a stronger marketing focus -> https://open.substack.com/pub/youshouldread/p/if-ai-search-ignores-you-youre-invisible?utm_campaign=post&utm_medium=web
This was always the case with any innovation> Agreed AI generation is remarkably very different.
When the technology changed from TDM phones to VOIP phones.
I remember accompanying many sales teams to do the technical run down on how the technology worked and how it was different from TDM and why the customers are better off doing the change now.
Sales just spoke about pricing and discounts based on customer buying budget.
Right on! When the target shifts every week, treating each new challenge like the same old nail just doesn’t cut it. Those who thrive, veterans or rookies, stay curious, speak the tech, and adapt their playbook as fast as the product ships. In today’s AI market, sales is less about closing and more about co-engineering with the customer. 🚀
Another example. Hiring a CMO. There will be a pool of experienced heads who have mastered SEO, paid search, paid social, writing crisp buyer personas - the list goes on. GEO changes the game; AI native search means understanding how LLMs reference your content and find your brand. No one really knows how this works yet, except maybe a few very technical growth hackers. Which means when we hit reset the fastest learners who can quickly get up the learning curve and have good marketing instincts are the greatest asset to your startup. Yes core marketing skills still count, but as you say rolling out the old playbook, which might give the board confidence because the theory sounds nice, ain’t gonna grow your top of funnel, MQLs or brand presence. You might find this piece relevant, it makes a similar argument but with a stronger marketing focus -> https://open.substack.com/pub/youshouldread/p/if-ai-search-ignores-you-youre-invisible?utm_campaign=post&utm_medium=web
This was always the case with any innovation> Agreed AI generation is remarkably very different.
When the technology changed from TDM phones to VOIP phones.
I remember accompanying many sales teams to do the technical run down on how the technology worked and how it was different from TDM and why the customers are better off doing the change now.
Sales just spoke about pricing and discounts based on customer buying budget.
Right on! When the target shifts every week, treating each new challenge like the same old nail just doesn’t cut it. Those who thrive, veterans or rookies, stay curious, speak the tech, and adapt their playbook as fast as the product ships. In today’s AI market, sales is less about closing and more about co-engineering with the customer. 🚀