From preparation to performance: The next evolution of GTM

Control is the precondition for speed

AI is helping GTM teams work faster, Rob noted, but speed alone doesn't guarantee growth. To turn productivity into performance, organisations need the right balance of speed and control. "Performance means moving fast and moving safely." Rob said. "That's what it means to lean into AI's momentum."

Rob referenced F1 racing legend, Mario Andretti, who said, "It's amazing how many drivers, even at the Formula One level, think the brakes are for slowing the car down." Brakes give drivers the control they need to navigate turns at speed, Rob explained. The same principle applies to GTM performance: the right guardrails help teams move faster with confidence.

"Content control isn't the opposite of AI speed," Rob said. "It's the precondition for it." With the right controls around content, data, and agents, teams can trust their tools and move faster with confidence.

Putting that vision into practise means bringing governed intelligence to sellers wherever they already work, instead of asking them to go find it. "The best guidance will no longer sit in a dashboard waiting to be found or growing outdated as AI moves faster," said Rob. "It will show up in the flow of work and drive the next best action for those responsible for producing wins, driving growth, and winning."

Seismic is expanding its integrations to bring governed intelligence into the tools GTM teams use every day, with innovations inside Slack, Microsoft, Claude, ChatGPT, ServiceNow, IBM, Canva, and more, connected through MCP.

Entering the GTM performance era

Rob outlined Seismic's 4-pillar vision for powering GTM performance across teams.

1. Customers - Governed, accurate, relevant content and intelligence that people and AI can trust and use with confidence. This is Seismic's foundation for building next generation products: the combined expertise of GTM leaders who are entirely focused on the most relevant work in their field.
2. Agents - Role-specific agents that unlock value for sellers, enablers and managers at faster speeds than ever before - with specific guidance when you need it most and agents that help your sellers get the hard stuff done, safely.
3. Seismic Everywhere - Seismic intelligence and AI-powered capabilities accessible wherever people work, regardless of the interface. MCP usage is rising, and we're committed ensuring teams can leverage Seismic everywhere they work.
4. Context - New context data provides the go-to-market intelligence to turn strategy into seller execution and revenue performance.

Human judgement still wins

Buyers can access more information faster than ever, but this wealth of knowledge makes it even harder for them to make confident decisions. Research conducted by NewtonX for Seismic found that when AI-generated information conflicts with human guidance, 75% of senior leaders trust the human.

With more technical buying groups and more stakeholders involved in every decision, sellers need to help buyers interpret what matters, weigh competing priorities, and deliver expertise buyers can trust. Doing so requires reliable information and guidance they can apply to each customer's situation.

Rob noted that what surfaces in a seller's agentic flow should be "governed and grounded in truth, recency, and proven effectiveness," giving them a trusted foundation for their judgement. "Our opportunity here is not to add more noise," Rob said, "but to turn intelligence into action so teams can trust what they're doing, and your leaders can trust what you're doing."

Better together: Seismic and Highspot by Seismic

Rob closed his keynote by sharing his vision for what Seismic and Highspot by Seismic can achieve together. With more than 2,500 organisations, 3.5 million users, and over 700 R&D experts, the combined company brings greater scale, insight, and R&D capacity to accelerate AI innovation. That expertise matters most to customers in highly regulated industries, where security, compliance, and governance helps teams move faster without taking on new risk.

"It's the biggest moment in the history of enablement, of our industry," Rob said, "Not just because we're now one, but because of what's now possible for all of you at a time when AI is changing how teams work." Together, Seismic and Highspot by Seismic are setting a higher standard for innovation to help customers navigate what comes next with confidence.

Look out for a blog on the "Sales Renaissance," highlighting the keynote from Seismic CMO, Rob Pinkerton!