Aligning sales and marketing is essential for SaaS companies to succeed in the competitive market. Sales and marketing alignment helps to streamline approaches, enhance communication, optimize collaboration methods, and increase revenues. Although many organizations struggle to achieve better alignment, it has become a bare minimum for success. Scott Vaughan, an experienced go-to-market leader, stresses that companies must shift towards a data-driven culture and operationalize data to improve their GTM strategies. He suggests two ways to shift companies’ mindsets towards operationalizing data, starting with executive leadership and investing in a centralized data team. In episode 2 of GTM Innovators, Scott Vaughan and G2 Chief Revenue Officer Mike Weir discuss the impacts of AI and machine learning on GTM strategies. AI can never replace the human touch, but companies can leverage AI and automation for gathering and analyzing data. The right software and platforms that feed into the data strategy can yield better efficiencies. Companies must explore and reimagine how they use and act on data to gain a significant advantage. Subscribe to the GTM Innovators podcast on Spotify, Apple Podcasts, iHeartRadio, Amazon Music, and more to learn from other GTM experts.