Hey Marketers: Have you started using generative AI (GenAI) in your GTM yet? Many of your peers have. And they’re already gaining a competitive edge, cutting their spending while doing more.

In the spring, Insight Partners portfolio company Writer uncovered that nearly 2 in 3 companies of >1k employees had already purchased a GenAI tool or made plans to do so this year.

Why? A June Wall Street Journal & NewtonX poll of marketing budget-holders found that:

• 78% expect to increase overall efficiency by adopting GenAI
• 52% will cut spending with third parties (i.e., agencies, freelancers)
• 19% foresee reducing headcount
• 63% plan to produce “new kinds of content”

So, if marketing teams are to stay competitive, they must start using GenAI. If your colleagues are already experimenting with free tools, like ChatGPT, that’s good. But marketing leaders must accelerate their teams’ pace of adoption by (1) setting a clear strategy and (2) executing a rapid series of tests.