JMI GTM Roundtable: Converting AI Momentum into Measurable Impact

Last week, JMI Equity brought together more than 140 Sales, Marketing, and Customer Success leaders in San Diego for the 2025 JMI Go-To-Market Roundtable—a two-day event focused on moving from AI experimentation to operating-model change and measurable revenue impact. The event featured cross-functional keynotes, tactical breakouts, and collaborative working sessions for attendees to learn and share best practices in an evolving AI landscape.

Jeremy Utley set the tone for the event during the opening keynote, as he challenged leaders to treat AI as a teammate, not a tool; he shared practical guidance on better prompts, faster learning, and higher-quality outcomes. Greg Emerson Managing Director & Senior Partner at BCG, reframed the competitive landscape and emphasized the importance of pairing targeted use cases with operating discipline to drive revenue—not just efficiency— while turning incumbent strengths in context, platforms, and data into advantage.

Breakouts and small-group working sessions focused on several cross-session themes, including:

• Positioning before programs. In noisier, AI-shaped channels, sharpen the “why us,” align internal usage, and monitor how customers echo your brand. Brand is demand.
• Start small, prove value, then scale. Win with one high-value workflow per team (e.g., onboarding prep, outbound assists), measured on efficiency and customer impact, then scale what works.
• Readiness is the rate-limiter. Close gaps in data, metrics, processes, systems, and culture; tie each initiative to baselines, targets, and a value-creation plan.
• Operate on tighter cadences. Keep annual plans for governance but run weekly GTM reviews with clear KPIs in 90-day plan–listen–pivot cycles.
• Engineer the GTM. Stand up GTM engineering to stitch internal data and external models into end-to-end workflows, maturing from foundation → automation → intelligence → orchestration.
• Benchmark to the bottleneck. Use attainment patterns, AE admin time, quota/OTE ratios, and channel productivity to find the true constraint before adding spend, improving CAC efficiency and unlocking growth.

Bottom line: Attendees aligned on a clear playbook—combine sharp market positioning and operating discipline with a focused set of AI-powered workflows, measure and share outcomes, and scale what drives revenue.

Thank you to all attendees, speakers, and facilitators who contributed valuable insights to this year’s GTM Roundtable.

JMI’s 2025 Roundtable program concludes with the 2025 CEO Summit November 12–13 in Dallas. We look forward to continuing the conversation on building durable advantage in an AI-accelerated market.