Most teams bolt AI onto the marketing they already run. People use AI, but the work looks the same underneath. That is AI-literate. AI-native is the opposite: the funnel is rebuilt to run on agents, so the business stops without them. One is a habit. The other is architecture.
That is where broken funnels actually break. Not in the messaging or the budget, but in an engine built for a pre-AI world. I rebuild it into a system that generates pipeline with agents doing the work that used to take headcount.
The winners will not have the best AI strategy. They will have rebuilt the funnel to run on it.
I write regularly about AI-native GTM. A few recent pieces:
Why AI rewrites the open-source go-to-market model, in two ways most people miss.
Read on LinkedInA public reversal, and the evidence that changed my mind.
Read on LinkedIn AI SearchAI citations live at the bottom of the funnel, not the top.
Read on LinkedIn Org DesignWhat the AI-native marketing org actually looks like.
Read on LinkedIn AI-nativeThe honest test: remove every AI tool tomorrow. What breaks?
Read on LinkedInProgrammer turned marketer. Math degree, started in engineering, then 15 years building go-to-market for open-source and developer-first companies, most of it as CMO.
Four times a CMO across databases, IoT, security, and developer tools. The through-line: open source, technical buyers, hard products. The technical credibility is earned, not claimed.
I advise a small number of technical, developer-first companies on rebuilding GTM to run on AI. It usually starts with the same questions: where the funnel actually leaks, which work should move to agents, and what the team and tool stack need to look like on the other side.
Want to see how I think about it? Take the AI-native assessment. It scores where your team sits today and maps the gap to AI-native. Not a pitch, a mirror.
Building an AI-native GTM engine, or want a second set of eyes on yours?