Rapid growth is good news—until it starts costing human time. OpenAI noticed their sales teams were spending hours assembling context for calls and answering repetitive questions, so they built an internal solution called GTM Assistant to put information where people already work: Slack. (openai.com)
Gestión del crecimiento
When a team triples in size in less than a year, processes fall behind. Reps who should spend 30 minutes preparing a call ended up spending an hour hunting for history, notes, and updates across multiple systems. At the same time, hundreds of customer questions piled up, overloading experts and slowing opportunities.
These frictions made it clear: context and knowledge needed to be consolidated. (openai.com)
Un compañero, no otra herramienta
The bet was clear: not another dashboard, but an assistant that fits into the daily flow. GTM Assistant launched in Slack and was designed for two concrete tasks:
- Meeting prep and follow-up: daily briefs and recaps with account history, call notes, Salesforce activity, and product updates.
- Product questions: instant answers from a curated knowledge base, with traceable links back to the original documents.
Putting these features where people already chat reduced adoption friction and kept the focus on selling. (openai.com)
Cómo lo entrenaron
It wasn’t just technology; it was collaboration. Top sellers worked directly with the assistant to define what "excellence" looks like in a brief or a customer reply. Every evaluation or correction served as training: the system learned best practices and replicated them at scale.
For OpenAI, trust came from building the assistant with the people who use it most. (openai.com)
Resultados que se sienten
The numbers tell the story: on average, a rep exchanges 22 messages per week with GTM Assistant across briefs, recaps, and Q&A, and productivity rises by about 20 percent—roughly an extra day per week to spend with customers.
Those time savings mean more focused meetings and answers to customers in minutes, not days. (openai.com)
De respuestas a acciones
With trust established, the team is already testing more autonomous features: the assistant logging updates in the CRM after a call, detecting relevant usage patterns, and drafting automatic follow-ups to send to customers.
It’s a step from helping answer questions to running repetitive tasks in the background, freeing human time for what really adds value. (openai.com)
¿Qué significa esto para tu equipo?
Can you imagine getting back a full day a week per seller? For startups and small businesses, that can be the difference between closing an opportunity or letting it go cold. Implementing an assistant like this doesn’t mean replacing systems; it means mapping frequent questions, choosing reliable sources, and training the assistant with the judgment of your best sellers.
Think of concrete examples: a rep who used to spend 60 minutes preparing now gets a five-minute brief with the essentials and a suggested next step. A product lead who used to answer repetitive queries can now focus on improving product strategy.
Reflexión final
GTM Assistant isn’t a futuristic promise. It’s a practical way to multiply human experience without replacing it. When AI is designed with users who shape it day by day, it stops being a black box and becomes a companion that extends your capabilities. Isn’t that what we all want when we talk about productivity and customer service?
