This episode covers the transformational impact of AI on go-to-market strategies. The episode kicks off with Ken sharing about his custom baking assistant, Idiot Proof Bake Buddy, which organizes baking recipes and grocery lists using GPT.

The main highlight of the episode is the interview with Jonathan Kvarfordt a.k.a. Coach K. He is the Head of Growth at Momentum.io and CEO of GTM AI Academy. Coach K discusses the current state and future trends of AI in go-to-market functions. He emphasizes the importance of trust, education, and intent when implementing AI solutions. He also explores the mindset shifts necessary for successful AI integration and shares his vision of an 'Iron Man' style AI plugin for enhanced go-to-market efficiency. The conversation covers practical tips for AI adoption, common pitfalls, and the evolving roles of sales and marketing in an AI-driven landscape. The episode concludes with a rapid-fire round where Coach K shares insights on AI tools, prompting techniques, and industry trends.

00:00 Introduction and Podcast Disclaimer

00:22 Meet Your Hosts: Ken and Erin

00:54 Ken's Custom GPT for Baking

02:13 Erin's GPT Tips and Tricks

03:53 Guest Introduction: Jonathan Kvarfordt

04:29 Jonathan's Journey and Roles

05:19 AI in Go-To-Market Teams

06:28 Challenges and Overwhelm in AI Adoption

06:57 Practical AI Workflows and Automations

10:27 Trust, Education, and Intent in AI

13:57 Intentional Use of AI in Teams

18:21 Common Pitfalls in AI Implementation

19:21 The Importance of Creative AI Prompting

19:43 Mindset Shifts for AI Adoption

20:02 The Four C's of AI Mindset

21:26 Leadership and AI Integration

22:52 Sales and Marketing Alignment with AI

25:10 Future of AI in Business Roles

26:48 Human-AI Collaboration in Go-to-Market Strategies

33:26 Rapid Fire Round: AI Tools and Trends

35:00 Conclusion and Final Thoughts

AI, BDRs & Building a GTM Team of the Future – with Rachel Truair, CMO at Simpro Group

Episode Title: How to Scale GTM with AI Agents, Digital Twins & a Growth Mindset

Still wondering how AI fits into go-to-market? This episode delivers a masterclass in what actually works—from real AI SDR deployments to digital twins for execs. If you’re leading a GTM team, Rachel Truair's playbook is required listening.

What We Talk About:

• AI SDRs that actually convert: Rachel shares how Simpro's AI BDRs (like Daniella and Sam) are handling warm leads, executing playbooks, and integrating with human reps—cutting "no contact" rates by 80%.

• Workforce planning in an AI era: Learn why Rachel's biggest surprise wasn’t in sales, but marketing ops.

• Autonomous strategy, not just execution: She breaks down the shift from AI as a tool to AI as a co-pilot for market insights, segmentation, and campaign direction.

• Digital twins for leadership scale: How Rachel created a digital twin of herself to scale comms, culture, and visibility across global teams—including writing her monthly team updates.

• How to evolve your org without boiling the ocean: Practical tips on building a maturity model for AI and where to start with lean teams.

• AI and culture change: Why adoption isn't a tooling problem, it's a hiring one. And what questions she now asks in interviews.

Rapid Fire Round:

• Best AI tip: Don't boil the ocean.

• Favorite workflow: Digital twin board members for scenario planning.

• Go-to AI trend source: Simpro's exec Slack.

• Hidden gem tool: Peak AI for search visibility.

Tool Spotlight: Ken and Erin demo Eleven Labs' conversational AI agent builder and walk through creating a journalist-style interviewer bot that captures SME insights for content, enablement, and more.

Call to Action: Not using AI yet in GTM? Let us know. We want to talk to you. Reach out for a chance to be featured on a future episode.

Subscribe, Rate & Share: If you got value from this episode, hit subscribe and leave a review—it helps more GTM teams learn how to lead (not lag) with AI.

Connect:

• Simpro Group: https://www.simprogroup.com

• ElevenLabs: https://elevenlabs.io

• Six Sense Conversational Email: https://6sense.com

Subscribe, give us a rating and share with a friend! It helps us get the word out. FutureCraft is where GTM gets built, not just discussed. Let’s keep crafting the future together.

We're back. In the first episode of Season 2 of the FutureCraft Podcast, Ken Roden and Erin Mills dig into how AI is shifting the entire go-to-market motion. Not just content, but sales enablement, market strategy, and execution.

They share how they're using tools like ChatGPT, Gamma, and structured research to build battle cards that actually move deals. They also break down what’s working—and what’s not—when it comes to driving adoption on lean teams.

This episode covers practical ways AI can support speed and clarity without adding complexity. It closes with personal updates and an open call for listener ideas as the show evolves.

Unpacking the AI Toolbox

• Digital Focus Groups and AI-Assisted Research: Our hosts take us through an intricate process of leveraging AI-driven focus groups and deep research tools to gain valuable insights about customer behavior and preferences.
• The Power of Synthesis and Presentation Tools: With the help of platforms like Gamma, they illustrate how to transform comprehensive research into polished, actionable battle cards for sales teams, effectively bridging the gap from data gathering to strategic execution.

00:00 Introduction and Disclaimer

00:22 Welcome to Season Two

01:28 Hosts' Personal and Professional Updates

03:58 AI's Rapid Advancements

06:30 Deep Dive into AI Tools and Techniques

09:06 Building a Digital Focus Group

17:34 Leveraging Deep Research for Competitive Intelligence

25:31 Leveraging AI for Content Strategy

26:02 Impact of AI-Driven Traffic on User Engagement

27:20 Credibility and Organic Traffic in AI Models

28:21 Deep Research and Customization in AI

32:50 Creating Consumable Content with AI

34:16 Optimizing Competitive Analysis with AI Tools

40:00 Enhancing Presentation and Design with Gamma

47:49 Integrating AI Tools for Efficient Workflows

51:09 Season 2 Overview and Future Directions