Key Takeaways
- Leveraging go-to-market (GTM) task automation can ensure more on-time follow-ups with personalized content delivery to high-value prospects in your sales pipeline.
- Automating repetitive, manual processes—from lead assignment, to sales content creation and curation—saves time for your sales teams and enables them to focus on building relationships with potential customers, not tackling complex tasks.
- Task automation doesn’t just help at a micro level. It also impacts your revenue performance. Sales reps who leverage task automation tools and AI are more likely to meet quota.
Think about how you automate everyday tasks: everything from paying bills, to setting calendar reminders, to creating grocery lists. Task automation tools simplify your life by handling manual work, leading to time savings (and less stress) for you.
But task automation tools also play a pivotal role in your business. Specifically, your organization can benefit from automating repetitive tasks across departments:
- Payroll processing in finance and accounting
- Employee onboarding in human resources
- Inventory tracking in supply chain management
When it comes to your go-to-market strategy, automation becomes particularly powerful, as it helps your sales, marketing, and enablement teams tackle simple tasks (typical admin and back-office work like data entry) and more complex tasks (time-consuming activities often tied to workflows and analysis).
The result of using such an automation solution? Saved time on daily, weekly, and monthly task management and the ability to focus on bigger-picture facets of your GTM strategy that actually move the needle for your business.
What is go-to-market task automation?
Go-to-market task automation uses software to handle sales, marketing, enablement, and operational tasks that previously required a lot of hands-on human involvement. These tasks include sending notifications and emails, distributing content based on buyer behavior, and managing leads and data entry.
In the case of your enablement efforts, certain task automation software can help your GTM teams build pitch decks, proposals, digital sales rooms, and other assets that can give your reps a competitive edge when speaking with prospects.
Instead of spending hours sending notifications, assembling collateral, and executing other repetitive tasks, leveraging a task automation tool (or project management tool with automated capabilities built in) means your go-to-market staff can focus on improving their respective sales, enablement, and marketing strategies.
Automating manual tasks related to your GTM strategy
Landing on certain criteria to determine which tasks to automate starts with reviewing your current, time-consuming business processes across your GTM team.
As you consider your marketing and sales goals, ask yourself questions like:
- Which ‘simple’ tasks consume a lot of manual effort but add little strategic value?
- How can we automate tasks tied to different channels used by sales and marketing?
- Where do frequent errors occur in our workflows and efforts to complete key tasks?
- Is data entry (think CRM profile updates for target accounts) and analysis (like evaluating product launch effectiveness and your pricing strategy) taking too much time?
- Are there bottlenecks in GTM task approvals, buyer engagement, enablement content delivery, marketing campaign execution, and/or other time-consuming tasks?
Remember: Completing tasks that are minor but also deemed business-critical in a more timely manner and taking that work off your reps’, marketers’, and enablement staff’s plates is the primary objective with task automation software.
Getting a holistic, 30,000-foot view of all GTM activities currently being handled by your teams is the ideal starting point for determining how to best automate tasks.
Gaining a competitive edge with AI automation software
Many task automation capabilities now come in go-to-market platforms that also feature advanced yet intuitive artificial intelligence (AI). This type of technology is already seeing widespread adoption by mid-sized and enterprise companies alike to automate tasks and reduce error risk for several teams, including GTM.
Case in point: Highspot’s State of Sales Enablement Report 2025 found that 90% of go-to-market teams are already using or planning to implement AI within the next year to automate workflows, content generation, and customer engagement.
However, the report also discovered only 10% of B2B organizations are very effective at executing go-to-market strategies that deliver consistent business results.
Disconnected tools, siloed data, overly complex business processes, and uncertainty regarding which specific automation solutions can speed up and streamline their previously manual tasks often stand in the way of enhancing their GTM efforts.
“Companies are constantly focused on the go-to-market initiatives that can drive predictable growth,” said Highspot CEO Robert Wahbe. “The problem is that go-to-market teams are often siloed with no system to define, execute, and optimize their initiatives.”
Used intentionally across your go-to-market engine, task automation—combined with AI-powered sales, marketing, and enablement tools—leads to greater speed, accuracy, and personalization in all GTM activities, turning complexity into a competitive advantage and eliminating friction in your business processes.
How automation enhances buyer experience
It goes without saying that today’s B2B buyers expect a smooth, seamless journey from their initial inquiry to purchase. As you build your marketing and sales strategy, you’ll find that automation moves as fast as your prospects do.
Instant responses for faster customer engagement
Your leads want to feel acknowledged the moment they show interest. That said, your sales team must have the right tools and content to deliver at the right time.
“Today’s sales reps have to be equipped to provide prospects with a great buying experience by offering personalized, insightful, and timely content throughout the buyer’s journey,” Highspot’s Modern Sales Pitch Guide explains. “If not, buyers will give their business to more engaging competitors.”
Automation ensures that the moment someone fills out a form or engages with your content, they receive a personalized follow-up or the appropriate regional sales rep is alerted.
No more missed leads or forgotten follow-ups that often lead to lost deals. This immediacy builds trust from the outset of a sales relationship and keeps the momentum going.
Consider FedEx Office, which saw a shift toward digital-first buyer behavior and required a solution to help sales reps keep pace with buyers’ constantly changing preferences. By implementing Highspot’s GTM performance platform, the company equipped its sales reps with digital sales rooms and personalized content.
Now, FedEx Office’s reps can instantly personalize content for interacting with potential customers at every deal stage, resulting in streamlined sales engagement and—ultimately—increasing buyer engagement across the sales cycle by 22%.
Personalization at scale to deliver bespoke content
Automation also allows you to dynamically tailor content. Imagine delivering industry-specific case studies, role-based playbooks, Microsoft PowerPoint presentations, or executive-level talking points without spending weeks preparing.
Every one of your buyers feels like you “get them,” even when you’re managing complex GTM motions across multiple marketing channels and large volumes of leads.
Personio, a European HR-tech leader, faced the challenge of scaling sales enablement during rapid growth. They implemented sales enablement automation tools to unify previously siloed content and establish consistent governance standards across multiple job sites.
As a result, they achieved a 28% increase in buyer engagement and a 63% improvement in content governance.
Messaging consistency, thanks to marketing strategy automation
Creating automated workflows can also help your GTM team standardize messaging, minimizing or even eliminating human error. It ensures every buyer interaction is consistent, professional, and aligns with your company’s vision.
Go-to-market leaders at Loadstone, for example, rightfully recognizes that the buyer relationship continues long past ‘closed-won.’ So, they want their sellers to stand out amid the market’s noise and confusion, providing a clear path for the buyer.
The business transformed its approach by using digital sales rooms where their sellers can provide personalized and curated buyer experiences. Native analytics within these rooms empower sellers with actionable insights into how buyers interact with content. The result? A 45% increase in deal win rates.
Before and after: The impact of automating workflows across your entire go-to-market team
From mundane daily, weekly, and monthly tasks, to more strategic, long-term thinking, sales enablement and automation software help teams save time and reduce errors, freeing up sales reps to focus on what matters most:
| Task | Before Automation | After Automation |
|---|---|---|
| Follow-up | Hours or days | Immediate |
| Content curation | Manual, irrelevant topic, inconsistent | Automated, relevant and adds value, personalized |
| Lead management | Manual lead assignment, frequent delays | Instant lead scoring and automated assignment |
| Engagement | Generic follow-ups, limited personalization | Tailored content, personalized experiences |
| Seller productivity | Overloaded with mundane tasks | Focused on strategic selling activities |
Automation using AI, specifically, can help your sales reps accomplish what wasn’t possible just a few years ago. With advancements in natural language processing, conversation intelligence, and predictive analytics, task automation software can now:
- Listen to live and recorded conversations: Gain real-time insights into buyer needs by capturing what’s said in meetings so you can coach reps with precision, not guesswork. Highspot surfaces conversation trends across teams, enabling leaders to quickly identify and scale winning behaviors.
- Analyze the sentiment of recent leads: Highspot’s AI analyzes meeting tone and content to uncover deal health signals, helping managers take action before deals go cold. Go beyond engagement metrics: Assess lead sentiment to prioritize follow-up with likely-to-convert buyers.
- Recommend next-best actions to reps: Highspot uses role-specific data to suggest deal-specific actions, empowering reps to move faster and close more. With every buyer signal and rep behavior in view, Highspot recommends what to do next—so every move is backed by intelligence.
- Automatically surface relevant content: With Highspot, you can put the right content at reps’ fingertips—instantly—based on buyer signals, stage, and persona. Eliminate guesswork with AI-powered recommendations that deliver proven content directly within your reps’ workflow.
This kind of task automation technology makes it possible to consistently deliver the right message, to the right person, at the right time, and with empathy every time.
Even better, many modern platforms require little to no coding skills, making it easier for GTM teams of every size to build intelligent workflows without heavy IT support.
Automating tasks to elevate GTM performance
A 2024 Gartner survey found that 70% of sellers overwhelmed by too many tools are 45% less likely to hit quota, while those who partner with AI are 3.7 times more likely to meet their numbers. These findings highlight the need for a unified AI and analytics solution to support your GTM strategy.
That makes onboarding and implementing a unified, go-to-market software solution with built-in automation, AI, and analytics capabilities accessible to everyone in sales, marketing, and enablement a strategic imperative for your GTM team.
