AI is Great - But Without a Plan, It Falls Flat
Lessons Learned from Using AI Tools in an Early-Stage GTM Build
I am not an AI expert. Like most operators, I am currently sitting through demos, testing tools, and figuring out what is actually valuable in building and scaling go-to-market systems. AI workflow tools have flooded the market, and every platform promises more pipeline, faster growth, and leaner execution. And to be fair, many of these tools are powerful and can significantly streamline daily workflows. But what I’m learning through hands-on use is that AI is not a shortcut to success, but rather a multiplier of focused effort. And without a defined strategy on how to use AI, it can generate more noise than results.
Recently, I partnered with a pre-seed healthcare tech startup to build their go-to-market infrastructure and initial commercialization strategy. As part of the GTM build, we were interested in utilizing AI tools to enhance our efforts across specific areas. Instead of rushing out and signing up for the buzziest tools on the market, we focused on building the GTM foundation and refining our initial strategy. As we progressed, we let the work inform us as to where AI tools could create the most leverage, and we identified three specific use cases that allowed us to be more discerning in our evaluation of tools.
Use Case #1 – Reduce Manual Work - Given that the company was pre-revenue and operating with a small team, reducing manual work was critical. We looked for ways AI could automate repetitive tasks so our limited resources could focus on high-impact work.
Use Case #2 – Contact Prioritization & Data Validation – While we had access to a large database of healthcare contacts, the real challenge was identifying the right ones to initially target. We needed a way to prioritize contacts based on our ICP and validate contact data before outreach.
Use Case #3 – Pipeline Reporting & Visibility – Weekly reporting was necessary to keep internal teams, board members, and investors informed. Rather than building manual reports, we explored ways to automate pipeline summaries and maintain consistent visibility into progress.
With our initial use cases defined, we started exploring AI workflow tools to address these needs. After evaluating multiple tools and testing early workflows, three themes consistently emerged:
AI workflow tools are not a replacement for strategy. These tools are only as effective as the strategy behind them. If you don’t have a clear GTM strategy, defined ICP, and basic operational workflows in place, these tools won’t produce meaningful results. Instead of accelerating progress, they will amplify confusion and create distraction.
Start small. AI workflow tools are powerful and robust, with numerous capabilities, which makes it tempting to try and tackle everything at once. Exploring endless features and implementing half-finished workflows can be a big pitfall for teams. The better approach is start with two or three clearly defined use cases. This will enable a focused approach to deployment and allow your team to get familiar with the platform while making progress on the highest value tasks. Once these workflows are consistently creating value, expand from there as new needs emerge.
You can’t “set it and forget it.” Most AI workflow tools rely on your existing data and systems. That means the output is only as good as the data going in. To produce consistent value, these tools require ownership, maintenance, and ongoing attention.
Overall, I believe that AI workflow tools will become more ubiquitous, and more powerful, but they aren’t a silver bullet. They won’t fix bad strategy or unclear priorities. They will simply amplify what already exists. The companies that will succeed with AI won’t be the ones using the most tools. It will be the companies that are already doing the fundamentals well and using AI to move faster in the right direction.
See you at First Light,
Britt
Aurora Advisors serves as an embedded fractional operations partner for founder-led and growth stage companies helping your business navigate and solve operational growing pains with structure and clarity.