AI Won't Fix Your Broken Go-To-Market | Ex-Microsoft & SAS Leader- Andrew Dixon

AI won't fix a broken go-to-market. It will amplify it. Andrew Dixon spent 30 years building revenue systems at Microsoft, Igloo, and SAS, and in this episode of Executive Conversations he explains why most B2B companies are using AI to scale their weaknesses faster, and what to do instead. Host Daniel Kube, CEO of servicePath, and Andrew unpack The Amplifier Rule: AI amplifies whatever your go-to-market already is. Strong systems get stronger. Broken systems break faster. If you are a CMO, CRO, founder, or revenue leader investing in AI right now, watch this before you spend another dollar. In this conversation: ✅ Why AI applied to a broken go-to-market makes it worse, not better ✅ Why a go-to-market is a revenue system, not a marketing function ✅ How three quarters of the buyer journey is over before a buyer contacts sales ✅ What an AI-enabled go-to-market actually looks like, beyond productivity tools ✅ How to use AI to diagnose your system before you automate any part of it ✅ The Microsoft Tablet PC story, from a Bill Gates research initiative to global launch About Andrew Dixon: Andrew is an AI-enabled go-to-market and revenue growth advisor. Over 30 years he led marketing at Microsoft, served as SVP of Marketing at Igloo Software where he drove 3.75 dollars in revenue for every dollar of spend, and led marketing for SAS across the Americas. Connect with Andrew:   / andrewadixon   Read Andrew's companion article on connected AI workflows:   / ai-can-make-go-to-market-more-productive-w...   About Executive Conversations: Executive Conversations is a weekly series hosted by Daniel Kube, CEO of servicePath, featuring candid conversations with the leaders shaping enterprise technology, revenue, and growth. 🔔 Subscribe to the Executive Conversations newsletter:   / welcome-revenue-growth-tech-execs-actionab...   Learn more about servicePath: https://www.servicepath.co CHAPTERS 00:00 Intro 12:49 The Microsoft Tablet PC story, Bill Gates and Steve Ballmer 18:30 What a go-to-market really is, the revenue system 23:30 A GTM is not a marketing system 30:56 Three quarters of the buyer journey is over before first contact 32:00 What an AI-enabled go-to-market looks like 40:50 The Amplifier Rule, why AI makes a broken GTM worse 41:25 Using AI to diagnose your system before you automate 53:50 Advice for go-to-market leaders #GoToMarket #AIStrategy #B2BMarketing #RevenueGrowth #AI #ExecutiveConversations