The “Growth Loop” – A Deliberate Go-to-Market Approach for AI Firms

Over the last three years, Emerj has had the privilege to work on hundreds of individual thought leadership and lead generation campaigns for AI companies around the world - via our Creative Services arm.

When clients come to us for custom research projects, sometimes it's because it's a big firm that's looking to make acquisitions or it's a company that's looking for some kind of competitive intelligence. They're looking at who else is offering things like them and how they can position themselves against those other competitors in the market.

In part one of this series, we talked about what insights to get out of a go-to-market strategy project. In this second installment, we're going to be diving into how to get those insights.

This article was a request from one of our Catalyst members. The Catalyst Advisory Program is a coaching program involving one-to-one advisory, weekly group Q-and-A with other Catalyst members, and a series of proprietary resources and frameworks based on insights from AI leaders at the world’s largest enterprises (AI adopters and buyers), and successful AI vendors and service providers. Learn more and apply emerj.com/catalyst.

In the classic business book Good to Great, author Jim Collins talks about the different approaches for technology adoption between high-performing and average companies. Collins' research indicated that high performers tend to adopt technology as an accelerant to an existing, working strategy - while underperformers tended to adopt technology in an attempt to jumpstart a change in direction or strategy that they haven't yet undertaken.