The CRO’s Playbook for AI ROI in GTM

The impetus for this report started small, when we asked a group of CROs a simple question: Where is AI actually delivering ROI in go-to-market today?

What began as one informal conversation over a dinner in London quickly turned into a series of conversations with more than 50 CROs across company stages and GTM motions. They’re all grappling with the same challenge: AI tools are proliferating, budgets are tightening and expectations remain high. This playbook distills what we’ve learned from these GTM leaders into a practical, ROI-first guide to AI for GTM leaders.

Co-authored by Battery Business Development Partner Scott Goering and Operating Partner Bill Binch, the whitepaper outlines the GTM domains where AI is delivering real returns today, introduces a framework for rationalizing an increasingly crowded AI tool stack, and provides a readiness checklist CROs can use to prioritize investments with confidence—and defend them to the CEO, CFO and board.