CXO Unfiltered Founding Member Meeting 7/11/25

Agenda Opening Remarks 5-min

Expert Speaking Session 25-min

Peer-to-Peer Discussion 10-min

Closing Remarks 5-min

Opening Remarks With Alicia and Davis

Introducing Your Hosts

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Alicia Hale Davis Potter SVP Growth

Demandbase CEO, Co-founder

ForgeX

Our Mission CXO Unfiltered is an invite-only peer group for B2B executives, offering exclusive access to

research, curated events, and real-time collaboration with peers.

Benefits of CXO Unfiltered Membership

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Monthly Member Meetings

Exclusive Research & Resources

Private Network & Community

● Participate in private, CXO-only sessions featuring guest keynote speakers, enterprise case studies, and exclusive in-person gatherings

● Access proprietary research, benchmarking data, and GTM frameworks built specifically for CXO-level decision-makers

● Engage with fellow CXOs in a secure, members-only Slack workspace built for candid conversations, strategic feedback, and support from peers

Exclusive CXO Unfiltered Portal

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Exclusive CXO Unfiltered Portal Access

The CXO Unfiltered Portal is your central hub for accessing all resources, including research, executive meetings, and the private Slack community.

Access is limited to CXO Unfiltered members.

Access here:

https://research-hub.forgex.ai/cxo-unfiltered

https://research-hub.forgex.ai/cxo-unfiltered

Private Member Slack Channel

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Private Network & Community

We use Slack to host our private channel. Itʼs your space to ask questions, connect with peers, and gather real-time feedback.

Access is limited to CXO Unfiltered members.

Access here:

Coming soon!

Call for Nominations to Join

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Weʼre keeping this boutique community exclusive to CXOs.

As a founding member, your voice matters.

If you know a world-class CXO who should be part of this group, nominate them by reaching out to:

📩 davis@forgex.ai

How AI is changing GTM with Craig Rosenberg

Expert Speaker Introduction

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Background

● Craig joined Scale in 2022 to help build and manage their Go-To-Market Platform.

● Prior to joining Scale, Craig was Distinguished Vice President in the Sales Practice for Gartner.

● He joined Gartner in 2019 as part of the acquisition of TOPO where Craig was the co-founder and Chief Analyst.

Craig Rosenberg Craig Rosenberg,

Chief Platform Officer, Scale Venture Partners

AI is changing GTM in two fundamental ways

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1

AI is changing what we sell

2

AI is changing how we sell it

We don’t talk enough about this

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1 AI is changing what we sell and its effects are both positive and negative

Startups with AI products are growing faster on average

14Source: Scale + Benchmarkit GTM Benchmark Survey (March 2025)

However, this is largely driven by a few rocketships

15Source: Scale + Benchmarkit GTM Benchmark Survey (March 2025)

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In general, selling AI is a double-edged sword

On the one hand, AI vendors see shorter sales cycles

17Source: Scale + Benchmarkit GTM Benchmark Survey (March 2025)

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On the other, fierce competition hurts win rates…

Source: Scale + Benchmarkit GTM Benchmark Survey (March 2025)

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…and prolongs CAC payback periods

Source: Scale + Benchmarkit GTM Benchmark Survey (March 2025)

Takeaways

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1

2

Maintaining strict ICP discipline is especially crucial

Your competitive differentiation has to be crystal clear

You have to sell the value first, then the tech3

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2 AI is changing how we sell

Most GTM functions use AI regularly, though marketing is farther along than the others

22Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

Marketing: All adopters use AI for multiple activities; messaging and research are the most popular use cases

23Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

Marketing: AI has an obvious impact on productivity; impacts on pipeline are harder to discern

24Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

In general, AI is having a stronger impact on marketing teams than on other GTM teams…

25Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

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In general, AI is having a stronger impact on marketing teams than on other GTM teams…

Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

…and most marketing leaders expect huge productivity boosts over next 2 years

27Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

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…and most marketing leaders expect huge productivity boosts over next 2 years

Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

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“A 50% increase in anything is a great story”

Me

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Marketing leaders are changing to meet the moment

Marketing: Today, CMOs, rather than ops teams, are the primary drivers of AI adoption

31Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

Marketing: Most marketing leaders want to build rather than buy…

32Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

…and half of them are considering hiring GTM engineers

33Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

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The Vanta GTM Builder team ● Led by a Founder in Residence ● Experienced or aspiring founders who want to come in

and see in the wild what it looks like to build with AI ● 9-month post ● Goal is for a ten-person team of AI builders to optimize

pipeline generation, new logo growth, and customer experience

Stevie Case, Vanta

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Marketing is becoming the hub of AI expertise and experimentation in the

enterprise

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The next phase involves moving beyond messaging and research to more

sophisticated AI use cases

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See Scale’s marketing AI game board (coming next week) to build your roadmap

Marketing: The primary reason for non-adoption is a lack of knowledge

38Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

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“The single most important thing you can do is learn how to talk to it”

Jordan Crawford

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Last word:

and are not independent 1 2

GTM AI adoption is highest among companies selling AI products

41Source: Scale + Benchmarkit State of AI in GTM Benchmark Survey (May 2025)

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The world is being divided into AI-first companies and non-AI-first companies.

Which category do you want to be in?

Closing Remarks With Alicia and Davis

Monthly Meeting Dates Through FY-25

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August, 22

September, 26

October, 30

November, 21

December, 12

AI & Advisor, GrowthPath Partners Liza Adams

Jon Miller Former Marketo CMO, Co-Founder

Next Steps

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1. Join our private Slack channel. 2. Explore the Member Portal. 3. Let us know any questions or

key concepts our next session with AI Expert Liza Adams.

Invite your network to join!