From Chaos to Control: The AI Maturity Framework That's Transforming Go-to-Market Teams

How Rachel Truair, CMO at Simpro, Built a Systematic Approach to AI Adoption That Reduced Lost Leads by 80% and Scaled Executive Communication

Critical Questions Every Go-to-Market Leader Is Asking About AI

Before diving into the framework, let's address the most pressing questions that go-to-market leaders are grappling with as they navigate AI adoption in 2025:

How do you actually measure if AI is helping your business make money?

Focus on conversion metrics and response times rather than just automation volume. Rachel's team saw immediate improvements: lead response times accelerated dramatically, and conversion rates increased by measuring the reduction in "could not contact" scenarios—which dropped by 80% in their first 30 days.

What's the difference between AI tools that actually work and expensive tech that just sits there?

Working AI solutions target repetitive, data-rich, low-empathy tasks first. They integrate into existing workflows rather than requiring complete process overhauls. The key is starting with foundational applications before moving to autonomous systems.

How do you get your team to actually use AI instead of fighting it?

Cultural adoption requires hiring for growth mindset and actively discussing AI comfort in interviews. Most junior, digitally native employees are willing adopters when positioned as force multipliers rather than replacements.

Can AI really handle customer conversations without sounding like a robot?

AI agents can be trained and coached like human employees. Rachel's team names their AI agents (like "Daniella") and provides them with specific training on tone, process, and escalation protocols. The key is treating them as digital teammates, not simple automation.