PMM sits at the intersection of market, customer, and product — which makes it uniquely positioned to be the intelligence engine for the GTM team. This session explores how AI can transform unstructured data into high-fidelity buyer insights at scale, and how those insights get packaged into sales plays that land with revenue teams. We’ll dig into the specific workflows that move raw signal to sales-ready content — and how consistently delivering that intelligence reshapes PMM’s role from content function to strategic GTM partner. Key learnings: ∙ Master a framework for using AI to surface and scale buyer insights from unstructured data sources ∙ Develop repeatable systems for turning those insights into sales plays and enablement content revenue teams will actually use ∙ Elevate PMM’s organizational influence by becoming the GTM team’s go-to source for strategic intelligence