How PMs 10× Their Role with AI: Part 3

Welcome and Introductions

Ryan Cantwell | 00:00–04:00
Welcome! Excellent.

All right, should we dive in? I think we should. Very good. So let’s go ahead and get started. Well, hello and welcome all to How We as Product People Can 10× Our Role with Artificial Intelligence. Today we’re looking at Go-To-Market as our topic of conversation.
To give the introductions— I myself am Ryan Cantwell, a Principal Consultant and Trainer here at Productside. I’ve been with Productside about four years now, with fifteen years of product management experience before that. I’m excited to share some war stories along the way.
Roger Snyder is also a Principal Consultant and Trainer at Productside. Roger, go ahead and introduce yourself.

Roger Snyder | 04:00–06:00
Thanks, Ryan. I’ve had the joy of being part of Productside for nine years, and before that I was involved in product management for multiple decades—leading product teams in Silicon Valley, through many acquisitions, across companies large and small (including being employee number seven once!).
We’re thrilled to have everyone here today. Thank you for being part of the Productside community.

If you’re newer to our community, welcome! We know how hard it can be to deliver products that people truly love and use. At Productside, our mission is to help product people like you build products that matter—aligning stakeholders, doing discovery, and executing go-to-market strategies using tools like AI.
You’ll hear that word a lot today: outcomes—for your products, your users, and for us as we share frameworks like these.

Poll #1 – How Mature Is Your AI Use in Go-To-Market?

Ryan Cantwell | 06:00–08:00
Before we dig in, we want to learn about you. Where are you in your evolution of using AI in GTM?
Are you:
• Not using AI at all?
• Occasionally prompting ChatGPT?
• Building a small prompt library?
• Regularly using AI tools across campaigns?
• Fully integrated AI into every stage of GTM?

All right, results are coming in. It looks like the majority of you are at the “not at all” or “occasional” stages—which is perfect. You’re going to get a lot of help and tips today.

Roger Snyder | 08:00–09:00
Exactly. And for those of you who’ve started experimenting, share your experiences in chat. Tell us what tools you’re using—this is a collaborative session.

What Is the Go-To-Market Process?

Roger Snyder | 09:00–13:30
Let’s quickly recap the GTM process. It starts with Market Analysis, then Market Strategy, and finally Gaining and Retaining Customers.
In this session, we’ll focus on three key areas:

1. Using AI to develop strategy
2. Using AI to rally and align teams
3. Using AI to create consistent messaging and track success after launch

AI can help you with market research, positioning statements, pricing, sales enablement, and campaign creation.

Ryan Cantwell | 13:30–15:00
And remember—Go-to-Market starts long before launch day. It’s always GTM. It begins when you identify your target segments, not just at release time.

Rallying the Team with AI

Roger Snyder | 15:00–20:00
GTM is one of the busiest times in a PM’s life. You’re coordinating with product, marketing, sales, legal, customer support, and finance. Alignment is everything.
AI can now be a third teammate alongside PM and PMM—your assistant to scale communication, lighten the load, and coordinate across the organization.

Ryan Cantwell | 20:00–26:00
Exactly. Everyone gets “needy” at GTM time—lots of questions! AI can help filter and automate responses. Tools like Copilot can act as a trained assistant that’s read your personas, battlecards, and positioning statements.
For example, if sales asks, “Who’s our target market?”, Copilot can return approved talk tracks, sources, and enablement materials instantly.
It’s like having your brain available 24/7—with guardrails.

Better Positioning and Messaging

Roger Snyder | 26:00–33:00
AI can help you transform feature-heavy messaging into benefit-driven positioning. Use tools like Notebook LM to organize reference materials—personas, competitive analysis, course syllabi, etc.—and co-develop messaging platforms.

Ryan Cantwell | 33:00–36:00
Exactly. Engineers built AI, so it tends to list features. We must prompt it toward benefits—value, outcomes, transformation. The result: sharper, more human messaging.

Building Campaign Cohesion

Roger Snyder | 36:00–41:00
Once your messaging platform is set, you can use AI to build unified, on-message campaigns across every channel—web, collateral, video, demos, and enablement.
Consistency is key. Sales shouldn’t see one message on the website and another in a deck. AI ensures everyone stays “on message.”

Ryan Cantwell | 41:00–44:00
Exactly—and AI-generated scripts or videos can serve as prototypes. Quickly test messaging and get audience feedback before finalizing creative assets.

Poll #2 – How Consistent Are Your Campaign Messages?

Roger Snyder | 44:00–46:00
Let’s check in: how cohesive are your marketing materials today?
• Not at all
• Some key messages, but disjointed
• Largely consistent but not everyone’s aligned
• Fully consistent and on message

All right—the majority are in the “largely consistent” group. Great! Let’s make that fully consistent.

Tracking and Iterating After Launch

Ryan Cantwell | 46:00–51:00
Launch isn’t the finish line—it’s the start of your next data loop. Track buyer journeys and product usage metrics in real time. AI can monitor and alert you to shifts in engagement or sentiment before they become problems.

Roger Snyder | 51:00–55:00
Exactly. Use agentic AI setups—small specialized agents to collect data, clean it, and surface insights. Then a “KPI tracker agent” compares metrics to goals and alerts you proactively. This is true GTM at AI speed.

Poll #3 – How Closely Do You Track Post-Launch Data?

Ryan Cantwell | 55:00–56:30
Quick pulse check: how much are you paying attention post-launch?
Most of you track data regularly but only adjust sporadically—that’s normal. With AI, we’ll make those adjustments faster and smarter.

Choosing the Right AI Tools (and Staying Safe)

Roger Snyder | 56:30–59:00
How do you pick the right tools? Start by describing your role, problem, and goal to your AI—it can recommend suitable options. Also, always check corporate policies and guardrails. Use licensed enterprise tools where possible.

Ryan Cantwell | 59:00–61:00
And never upload confidential information into open systems. Always verify that your tool won’t use data for public training. Check with IT or Legal if unsure.

Q&A and Closing Remarks

Ryan Cantwell | 61:00–End
Roger, what a great session. Thank you for sharing your expertise—and thanks everyone for joining. Remember to grab the AI Problem Starter Pack and check out our Black Friday course discounts.
You can also catch Parts 1 and 2 of this series on our YouTube channel.

Roger Snyder | 62:00–End
Yes—and don’t miss our upcoming State of Product Management webinar with Rina Alexin and Kenny Kranseler. Thank you all for being here, and happy holidays!