The Good, the Bad, and the Ugly: How Zapier Is Building an AI-First GTM Team
Wednesday, July 22
1 PM ET
On LinkedIn, every GTM team looks AI-native. Inside most of them it's messier. A renewal workflow that sort of works. A sales coaching tool nobody uses consistently. A few real wins surrounded by experiments that quietly decay. Pressure from an exec team asking for ROI you can't quite prove yet.
You've seen the frameworks. You don't need another one.
What you need is to see what an actual team built.
Zapier's GTM AI Innovation and Revenue Engineering teams have spent the past two years embedding AI into their go-to-market infrastructure. They’ve built actual workflows driving renewals, pipeline, sales coaching, and outbound. Some of it is genuinely working. Some of it broke. Some of it they're still figuring out.
Lindsay Rothlisberger, who leads GTM AI Innovation at Zapier, and Sara Bonnanno, the GTM Engineer who has personally built and run many of the production workflows, are going to walk through all of it live.
Join Lindsay, Sara, and Ryan Anderson for an open-playbook session covering how Zapier moved from scattered AI experiments to embedded, production-grade GTM workflows — and what's still on the to-do list.
This session is for senior GTM, Revenue Ops, and Operations leaders at companies actively seeking and scaling AI-powered processes with tangible impact.
Save your seat. Recording shared with registrants.
This session is demo-heavy and honest. We'll go deep on:
– Infra > Tooling: How Zapier stopped treating AI as a tooling problem and started treating it as an infrastructure problem
– Live walkthroughs of real production workflows: Renewal strategy agents, sales coaching, closed-lost analysis, and inbound lead enrichment — trigger, what the AI does, where it lands, and the business impact.
– What broke: The "random acts of AI" phase, workflows that decayed, and why ungoverned experimentation is the thing most teams don't see coming.
– What they're still figuring out: The context layer problem, human-in-the-loop overhead, and ROI attribution.
– Your Monday takeaway: A clearer map for your own team. What to build first, what to avoid, and how to tell the difference between a workflow worth maintaining and one that isn't.
Can't attend live? Register today and we'll send you the recording and the frameworks shared during the session.
Can’t attend live?
Register today, and we'll send you a recording after the webinar ends.
Register now