Go-to-market B2B and AI: the future of data intelligence with Cortex

The concept of Go-to-Market (GTM) is ceasing to be seen as an isolated event, the "launch" of a product, and is becoming a continuous and systematic process. In an increasingly competitive business environment, the survival of companies depends on a symbiosis between human intuition and augmented intelligence.

podcast Trend Off, Leonardo Rangel, CEO of Cortex, offered in-depth insights into how 20 years of experience in AI have shaped what we understand today as business efficiency. Alongside Skyone, which operates in data infrastructure and agent creation via AI Factory, the discussion revealed the path to the "software of the future."

In this article, we explore the main pillars of this technological revolution.

1. Redefining the go-to-market strategy: from launch to continuous process

Traditionally, the consumer goods industry popularized GTM as a project with a start and end date. However, for the B2B and technical services market, the term has evolved to "Going-to-Market": a constant system of generating awareness, capturing leads, closing deals, and expanding the customer base.

For this process to be efficient, the structuring must be data-driven, divided into four main areas, as exemplified by Cortex solutions:

1. Retail: decisions on geographic expansion and projected revenue by location.
2. B2B: prospecting intelligence and sales orchestration.
3. Consumer goods: optimizing presence at points of sale and product mix (SKUs).
4. Branding: measuring the economic impact of PR and marketing.

2. Predictive AI vs. Generative AI: The Power of "AND"

One of the biggest questions in the market is the difference between intelligence models. Leonardo Rangel clarifies that the future doesn't belong to just one type, but to a combination of both.

Predictive Intelligence (Machine Learning)

Focused on quantitative and numerical data, it is responsible for probability calculations, conversion scores, cluster grouping, and revenue forecasting. It's the intelligence that determines who is most likely to buy.

Generative Intelligence (GenAI)

Specialist in interpreting and producing unstructured data, such as text, audio, and images. In the sales context, she works on the user interface and variable enrichment.

"Generative intelligence can analyze images or speech and extract sub-themes or nuances of dialogue that feed the predictive model, making the decision much more refined.".

3. The engagement dossier: the end of superficial prospecting

One of the biggest productivity leaps in B2B GTM is replacing cold, generic prospecting with the use of orchestration agents.

Instead of a sales representative (BDR or SDR) receiving only a name and phone number, they now have an engagement dossier. This document, integrated directly into the CRM, provides the "roadmap":

• Market fit: why is that company a target now?
• Buying committee: who are the decision-makers and influencers identified?
• Recent signs: Has the company hired new professionals? Changed its technology? Posted anything relevant on LinkedIn?

This intelligence allows human professionals to focus on what they do best: building relationships and closing complex sales, while technology takes care of data analysis and strategic preparation.

4. The era of the AI ​​factory and Software as a Service (SaaS v2)

Skyone introduced the concept of an AI Factory, a framework that transforms raw data into expert agents. The process involves gathering input, structuring it in data lakes , and using LLMs to create agents that can act as a "virtual CFO" or a "marketing strategist."

In the near future, software will cease to be merely a record-keeping tool and will become a service layer. The value will shift from "clicking buttons" to the uniqueness of proprietary data and the ability to autonomously execute complex tasks.

5. Overcoming excessive noise

With the democratization of AI, the challenge has changed: there is no shortage of information, but an excess of noise. The hardest part is "getting the music out of" this excess of data.

Solid companies focus on the security of their own data and specialization in specific problems. The client doesn't just want a capability ; they seek a solution to a business pain point, whether that's increasing sales, expanding securely, or optimizing costs.

Conclusion: augmented intelligence is the standard

The overall level of societal productivity has risen in all previous technological revolutions, and AI will be no different. The symbiosis between the analytical capabilities of machines and human strategic judgment is what will define market leaders in the coming years.

If you want to delve deeper into this subject and hear the details of this fascinating conversation about data, AI, and the future of business, don't miss the full episode.

🎧Listen now to the Trend Off podcast with Leonardo Rangel (Cortex) on Spotify!

Written by Skyone