On May 13, OpenAI released GPT-4o, a model that responds in real time across voice, vision, and text. The headlines focused on its capabilities, but the real takeaway for GTM teams is the widening gap between what systems can do and what teams still haven’t addressed.
Most GTM teams already have the right tools. What they’re missing is the ability to remove friction from how those tools are used.
The issue isn’t the technology it’s the manual, approval-heavy processes built for a pre-AI world.
They’re outdated because they were designed for a different pace, different expectations, and different constraints.
In the age of AI, systems can interpret signals, make decisions, and trigger actions instantly. But many GTM processes were built in an era when humans had to analyze reports, coordinate handoffs, and manually approve every step. That structure made sense when the tools couldn’t do more. Now it creates unnecessary drag.
This is what 6sense addressed in their March 2024 release of Intelligent Workflows. The update connects buyer signals directly to execution all routing leads, triggering campaigns, assigning actions, all without waiting on human interpretation.
This is a perfect example of AI driven evolution as 6Sense platform went beyond surfacing intent; it’s helping GTM teams to start acting on it in real-time.
This shift isn’t about automation for its own sake. It’s about eliminating the steps that no longer add value.
Here’s what that looks like in practice:
SMB: A sales-led team using HubSpot and 6sense removed manual lead reviews. When a contact hits a buying stage, a task is automatically created for the right rep, pre-filled with context from recent activity. No round-robin, no triage meeting, no delay.
Mid-Market: A growth team using Outreach and 6sense connected intent data directly to their outbound plays. Instead of SDRs filtering lists each week, the platform adds qualified accounts to relevant sequences the same day their engagement spikes.
Enterprise: A global RevOps team rebuilt their handoff process between sales and customer success. Instead of sending summaries manually, Gong data and CRM milestones trigger a CS playbook the moment a deal closes, with zero need for follow-up emails or spreadsheets.
In each case, the technology was already in place. The change was removing the friction around it.
As Deloitte put it:
“Realizing the full potential of AI in the future of work will require graduating from a narrow ‘substitution’ focus on automating tasks to a broader ‘superminds’ focus on designing and operationalizing systems of human-machine collaboration.”
—Deloitte Insights, AI in the workplace
At Outbound Funnel, we help put process, systems, and teams to work together in the age of AI. If you're using 6sense, we can help connect the dots between what the platform can do and how it's being used today.
Reach out if you'd like to see your adoption curve, understand where you're getting the most from the tech, and where there's room to close the competitive gap.