Details about your event
AI is everywhere in GTM. Very little of it is working.
This breakfast working session is for CROs, CMOs, Product Marketing leaders, and RevOps operators who want to move past AI hype and start applying it within their go-to-market engine, specifically in HubSpot.
We’ll start the morning by cutting through what’s possible, what’s pointless, and where AI genuinely creates leverage across pipeline, lifecycle, enablement, and decision-making. No vendor theatre. No generic prompts. Just clear thinking about where AI belongs in a modern GTM motion and where it doesn’t.
After the break, we shift into practical execution. You’ll see AI agents used in real GTM workflows — from lead triage and deal insight to internal enablement and revenue operations support. We’ll break down how these agents are designed, what data they rely on, and how to maximise their impact without breaking governance, attribution, or trust.
The session finishes with a facilitated working discussion, focused on your reality. You’ll identify where AI can remove friction in your GTM model, which agent would deliver the fastest ROI, and what to test in the next 30 days.
This isn’t a panel. It’s not an AI inspiration talk.
It’s a small-room, operator-led working session for teams running HubSpot as their revenue system — and ready to make AI actually useful.
Come for clarity. Leave with a plan.
Phase 1: Strategic clarity (9:30–10:00)
09:00 – Doors open / breakfast
Arrival, coffee, informal networking. No content yet.
09:30 – Opening briefing: The AI GTM landscape (30 mins)
What’s actually possible today — and what’s a distraction.
- Where AI genuinely drives GTM leverage in HubSpot now
- What to automate vs what must stay human
- Common failure patterns (data, governance, hallucinations, “AI theatre”)
- How leading teams are structuring AI inside their GTM stack
- AI Agents vs AI Workflows
This is about decision-making and planning, not demos.
10:00 – Coffee break (15 mins)
Phase 2: Practical execution (10:15–12:15)
10:15 – Practical session: AI agents in action (60 mins)
This is the core value.
- Live walkthrough: AI agents inside real GTM workflows
- Use cases:
- AI-assisted lead triage & routing
- Pipeline insight + deal risk signals
- Enablement agents for SDRs / AEs
- Internal GTM copilots (not customer-facing fluff)
- How to maximise agent performance:
- Prompt structure
- Guardrails
- Data inputs that actually matter
- What this looks like inside HubSpot, not in theory
11:15 – Working roundtable (45 mins)
Small-group breakouts by role (CRO / CMO / RevOps)
- Each group answers:
- Where could AI remove friction in our GTM motion?
- What agent would create the fastest ROI?
- What’s blocking us today?
- Facilitated, documented, outcome-driven
12:00 – Wrap + next steps (15 mins)
- What to test in the next 30 days
- Templates/follow-up assets
- Optional next-session or deeper working group
Who should be in the room
For:
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CROs accountable for pipeline quality and forecast integrity
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CMOs owning lifecycle, attribution, and revenue contribution
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Product Marketing leaders shaping enablement and narrative
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RevOps leaders running HubSpot as the GTM system of record
Not for:
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People looking for AI inspiration or prompt libraries
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Teams not actively using HubSpot
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Anyone expecting a sales pitch or vendor demo
What you’ll leave with
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A clear view of where AI belongs in your GTM motion — and where it doesn’t
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2–3 AI agent use cases you can realistically deploy in HubSpot
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A prioritised 30-day test plan aligned to revenue impact
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Guardrails for governance, data quality, and trust
Example AI agents we’ll work through
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Lead triage agent – enriches, qualifies, and routes without trashing lifecycle logic
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Deal intelligence agent – flags risk, momentum shifts, and next-best actions
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Enablement copilot – surfaces the right narrative, proof points, and assets per deal stage
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RevOps assistant – answers GTM questions without dashboards or exports
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How this session is different
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No panels
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No AI crap
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No generic prompts
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No vendor-led demos
Instead:
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Operator-led walkthroughs
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Real GTM workflows
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Facilitated working discussion
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Small room, senior audience
Why you should attend
This session is led by Paul Sullivan, founder of ARISE GTM and author of Go To Market Uncovered.
Paul works directly with B2B SaaS and tech leadership teams to design and implement GTM systems inside HubSpot — including AI-driven workflows, revenue intelligence, and sales enablement.
This isn’t a vendor pitch or an AI trend talk. Everything covered in this session is drawn from live client work and real GTM implementations — including where AI works, where it breaks, and how to deploy it without damaging data quality, attribution, or trust.
If you’re responsible for revenue, pipeline, or GTM execution — this session is designed to be useful immediately.
This session will be co-hosted by Conor Moynagh, Head of VC @ HubSpot For Startups.
Conor leads HubSpot for Startups' VC program, designing & executing ecosystem & partnership programs, and can be found on LinkedIn with his weekly New Tech Fridays, where he details the latest releases of tech that he finds interesting and useful.
A great speaker and extremely knowledgeable on the HubSpot product, he and Paul have had a long working relationship, as Conor was Paul's previous partner manager.
If you are a startup and you want to know more about HubSpot's new offer for startups up to Series A, then connect with him on LinkedIn or at the HubSpot for Startups website.
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