The Most Underrated AI Use Case in GTM Right Now: Post-Sale Intelligence
When most go-to-market leaders talk AI, the conversation usually fixates on top-of-funnel tactics: content, outreach, demand gen. But what if your biggest missed opportunity is after the deal closes?
We spend so much energy getting customers in the door that we forget: retention and expansion are GTM plays too. And they're the ones with the most leverage. That’s where post-sale AI comes in—it is criminally underutilized.
What Post-Sale AI Looks Like in Practice
On a recent episode of the FutureCraft GTM podcast, Rachel Truair, CMO at Simpro, shared how her team is using AI agents to monitor customer engagement post-sale. When product usage dips, the AI flags the account and triggers an automated but personalized outreach campaign, drawing from help guides, onboarding resources, and product tips.
If the customer replies? A human CSM gets looped in. No delay. No ticket queue. Just value, fast.
This isn’t about replacing your CS team. It’s about freeing them up to do what they do best: relationships, expansion conversations, and strategic guidance. The AI covers the monitoring and triage. Your humans show up where it matters most.
Why This Matters Now
CS teams are underwater. Everyone’s being asked to do more with less. The AI you’re using to scale content and prospecting? It can (and should) be applied to lifecycle marketing and customer health too.
Retention is the new growth, especially in 2025’s economic climate. A well-timed AI-driven email might be the difference between a churned customer and a renewed contract.
How to Get Started with this AI Use Case
You don’t need to boil the ocean. Start with one simple use case:
Pick a signal: low product usage, missed check-ins, support tickets spiking.
Connect it to content: link relevant help articles, videos, or tips.
Deploy an AI agent: use a tool like ElevenLabs or Drift AI to send context-aware emails.
Set up handoffs: ensure a CSM gets looped in when engagement picks up.
Measure. Iterate. Scale.
The Bottom Line
GTM doesn’t end at closed won. If you’re not using AI to support post-sale motions, you're leaving value on the table.
The best GTM teams in 2025 are blurring the lines between marketing, sales, and success—and using AI to connect the dots.
