Reimagined Work Leads to Reimagined Roles
Published on April 17, 2026
If you believe the best AI can do is make your old work faster, that's the ceiling of what AI will ever be for you and your team.
I see go-to-market teams point AI at their existing workflows, get a real productivity bump, and call it transformation. Marketing drafts campaign emails in minutes instead of hours. Sales reps walk out of meetings with call notes and CRM updates already written, and CS teams pull ticket summaries and QBR decks on demand. These are real wins, and I'd take them any day. But faster can't be the ceiling. When the underlying workflow is broken or built for a market that has shifted, AI on top only accelerates the path to failure.
I push the GTM leaders I work with down a different path: faster, better, different.
I see go-to-market teams point AI at their existing workflows, get a real productivity bump, and call it transformation. Marketing drafts campaign emails in minutes instead of hours. Sales reps walk out of meetings with call notes and CRM updates already written, and CS teams pull ticket summaries and QBR decks on demand. These are real wins, and I'd take them any day. But faster can't be the ceiling. When the underlying workflow is broken or built for a market that has shifted, AI on top only accelerates the path to failure.
I push the GTM leaders I work with down a different path: faster, better, different.
- Faster is the floor. AI speeds up the work your team is already doing.
- Better is the middle. AI raises the quality of what your team produces.
- Different is where growth happens. AI helps you do work that wasn't possible before and achieves better business outcomes.
We're in a Henry Ford moment. You can't reimagine the future by simply automating the past. Stay at "faster" and you're optimizing a version of your job that AI is already learning to do without you. Push to "different" and you can go after outcomes you couldn't reach before.
Reimagined work leads to reimagined roles. The GTM operators I see thriving right now cut across functions, bridge silos, and organize around customer outcomes. AI doesn't care about our org charts, and our customers never did either. They care about the experience a company delivers end to end. I made this case in a recent newsletter called No Daylight, on how AI is pushing GTM teams to reorganize around customer journeys instead of departments.
This is where Pavilion comes in for me. If you've ever felt boxed in by a functional title, AI is your reason to finally work across those boundaries. That's a real new career opportunity.
I'll leave you with one question this week. Where in your role are you pointing AI at the work you already do, when you could be pointing it at work you couldn't do before? Start there. Pavilion is exactly the place to trade notes on what you find.
That's what I mean by people first, AI forward. Every AI decision gets a people lens, and we push toward work that wasn't possible before instead of just making old work faster.
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Written by:
Liza Adams is an AI Advisor and GTM Strategist at GrowthPath Partners and writes a biweekly newsletter called Practical AI in Go-to-Market. She works alongside GTM leaders on human + AI transformation through applied workshops, advisory, and keynotes.