From Hype to Value Creation – How Data & AI Are Rebuilding Go-to-Market
summary
The panel examines how data and AI reshape go-to-market models across different business types — platform businesses, regulated trust-based services, and scalable SaaS — and compares strategies for growth, personalization, and revenue management. Participants discuss where AI delivers measurable value, where automation hits limits, and how companies must redesign their go-to-market systems, with perspectives from marketing leaders at Staffbase, Spotify, and Schwarz Digits, moderated by a Bitkom digital marketing & sales lead.
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chapters (18)
- 0:00Introduction
- 1:26AI at Spotify
- 3:32B2B marketing with AI
- 4:35AI in Staffbase
- 6:24Personalizing customer relations
- 7:50Trust as growth lever
- 9:18User control with AI
- 11:21AI integration challenges
- 13:26AI in brand positioning
- 16:40Measuring AI success
- 19:07Optimizing goals and metrics
- 22:39Aligning goals with business
- 24:02Human decisions in AI era
- 26:29Human creativity matters
- 27:53AI with human touch
- 29:16Biggest AI misconception
- 31:46AI as accelerator
- 33:09Skills for marketing leaders
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