How Copy.ai + Fullcast Are Resetting the Future of GTM

Business. Business. Business.

Business.

Hi everyone. For this week's episode, I thought we would do something really special and bring back a webinar that we did last month, right when we acquired CopyAI. It is such an awesome webinar because it talks about the great go-to-market reset. There are companies that are winning and companies that are losing and tech that is winning and tech that is losing. And go-to-market as we know it is fundamentally changing. The thing that makes me so excited about this is that it's not just a new way to do sales and marketing. It's a fundamental business shift from bureaucracy into a real digital transformation with different structures and different processes, different types of people, different systems and tech and different pieces of data. So I hope you enjoy the webinar. Thank you so much for joining us, and thank you so much for listening to Go To Market. Guys, I'm so happy that, that we're already chatting with each other and, and talking here because that's what we're hoping we can do in this webinar today is just really have this be a conversation and just chat about it, all things Go To Market. So Nathan, I'm going to turn this over to you.

As folks are coming on in, we are going to talk about what we're talking about today, which is how go-to-market is changing, how Fulcast and CopyAI, their acquisition of CopyAI, is making the first unified AI-native system. But more importantly, really, the focus is on you and what this acquisition means for you and how these changes are going to affect go-to-market for teams like yours. So we do have 3 speakers here today. We've got Ryan Westwood. He's the CEO and chairman of Fulcast. He's led multiple high-growth companies. He's written books on leadership. He's built teams that are known for their performance, but also their culture. And as somebody who's personally joined that culture recently, I could tell you it lives up to the hype. Full transparency, it has been a joy to join. Under his direction, Fulcast is redefining how organizations connect strategy to execution. And now with CopyAI, we are redefining how we bring intelligence to every part of that go-to-market engine. So thank you so much, Ryan, for being here.

Thank you for having me, Nathan.

Absolutely.

Next up, we have Dr. Amy Cook. She is the co-founder and CMO here at Fulcast. She is a leader who spent her career helping companies find the balance between creativity, process, and performance. She is known for her ability to bridge the gap between marketing and RevOps. And I can tell you personally that she's one of those rare breeds of marketers that's obsessed with not just human creativity, but how that human creativity can drive concrete pipeline. She's also my direct boss now, so I will be just overly gracious with her description.

How are you, Amy?

Thanks for coming.

Thank you so much for having me, Nathan. It is such a pleasure to work with you every day. And I say right back at you. You're amazing. Yeah.

And she's got to be sick of me texting her all day, every day lately. So thank you for your patience on that too. Last but certainly not least, we have the CTO and co-founder of CopyAI, again, recently acquired by Fulcast. He has been pioneering, Chris Liu, the shift of isolated tools into fully integrated AI systems that help marketing and sales teams move faster and move together. He even informally started the Anti-Point Solution Club with the most popular t-shirt I've seen at conferences and has become a close and personal friend over the past 3 years. So Chris, thank you for joining as well.

Thanks for having me, Nathan.

Of course. So we're going to start off as folks are still coming in, um, with a question directed to Ryan. We wanted you to share what the acquisition of CopyAI means, not just for Fulcast, but again, for every go-to-market team that's looking to modernize how they work and how they are going to market.

Yeah, we looked at a few things. One, we were looking for an acquisition where we shared the same ICP. We're focused on the same type of client, one where they were also focused on go-to-market, the CRO, the CIO, RevOps leaders. Most importantly, we wanted to be AI native, and we were so fortunate to come across Chris and team and Koppi because there are so many companies out there that are trying to reinvent themselves, and you're seeing it on their websites of AI-powered AI features, AI-driven, and I believe the future is native AI. And that is where we're headed with Copie, and we're thrilled to be a part of this incredible organization and have them join us.

I really felt like the stars aligned too on this because the, just the filling of the gaps and really having that AI native, not those bolt-on AI features, which can sometimes create more silos than they solve. Amy, what about you from your perspective as the CMO here? What does this acquisition mean for go-to-market teams?

You know, I can't even describe how fortunate we feel to be merging with you guys. I mean, the, the opportunity to have a sales performance management platform that has all of the features that we need and then have this be an AI-native platform, it's, it's the first one of its kind. We are so excited about it. Then what an incredible career highlight for me to be at the forefront of an industry like this. Like, it's just an absolute just like I wake up every day and I'm like, I literally can't believe I'm here right now. It is such an exciting time to be in go-to-market.

It's kind of surreal too, because it's—

it is—

point in history, not just go-to-market history, but AI's arrival. And to be right in the middle of that, which, Chris, I guess this would be a good turning point to you as, you know, the founder, the co-founder and CTO of CopyAI, a go-to-market AI platform. What does this acquisition mean for you? What does it unlock for us? At Copy?

It's the absolute best. So when Ryan and I first chatted, I realized, oh my God, they have the best starting point to help a company become AI native. It's the planning. It's getting everything in order. We have basically the arms and legs sometimes to actually do the work. But if you don't have the brain, if you don't have that plan, the strategy, you know, it's really tough. And that was one of the things that we ran into with customers. So together, we're like, oh my God, we're going to have full casts really become both that brain that, that really power the underlying operations in a truly AI-native way, as Ryan mentioned. So that's not sickening to me.

And I wanted to point something else out because it is pretty incredible to me. Uh, Ryan, this is directed at you. You've built and you've led multiple high-growth companies in the past, but recently you've acquired and merged very successfully 3 companies, not just CopyAI. We, we had even more companies that you've merged. Usually one merger can be really rocky. What really drove this aggressive merger of three and why is the moment so pivotal to the, to the go-to-market industry, just to the industry as a whole?

Yeah, I think so often acquisitions get a bad rap because you have private equity firms and sometimes CEOs in tough places acquiring just for revenue. And that is not the case here with Fulcast. We were very thoughtful and I think if you take the time and you provide a really clear direction and strategy to the organization and you know where you're headed and then you're thoughtful about the companies you acquire, you've already eliminated what I believe is 80% of the errors. You know, most of the time they're just acquisitions that are forced that create a lot of the problems. And so when you think about this situation, we did not budge on ICP. They all— we all have a common ICP. We did not budge on being focused on the CRO. And then that vision of bridging the gap and bringing all these apps together and really providing continuity for companies and go-to-market has not changed. If you look, I've done a lot of research on the space, just commissions, incentive compensation commissions companies. I counted 37. Okay. And none of them more than 300 employees. If you go to just sales forecasting, I counted 28. And again, no scale. None of them are publicly traded companies. And so somebody needs to be able to consolidate all those efforts and provide one unified platform to customers. And that is the mission Fulcast is on.

Absolutely. And it's been a, it's been a lot of fun to be in here as well. Amy, from your perspective as CMO leading some of these changes, organizing the communication between the different departments— sales, marketing, customer success. How have you found that we've been successful in doing this? How have you supported the merger?

Well, it's, it's really exciting. And I think strategically, if we just take one step back in terms of what does go-to-market like really mean right now, we were very fortunate to, to be able to assemble several pieces of the puzzle all together into a comprehensive sales performance management platform. So if you look at Forrester, any of you that are attendees, if you look at Forrester's Wave SPM 2022, you'll see a really great chart that shows what all of the core features of a sales performance management platform entail. That includes territory management, quota planning, incentive comp planning, forecasting, advanced analytics, and capacity planning. And so with the full CAST platform, it only had territories, quotas, and capacity in it. And so we acquired Commissionly for the incentive comp planning. We acquired Ebsta for the forecasting, and we acquired Atrium for the advanced intelligence. And then AI hit us like a wrecking ball, and we're like, oh my gosh, we've got this amazing sales performance management platform, and now it needs to be AI native. And so we were like, oh my gosh, And then this incredible opportunity came to pass, and it will give us the opportunity to serve customers much better, not just in sales performance management, but all the way through go-to-market. And when it comes to, you know, trying to bust the silos or work in a new business model, that AI-native capability is going to be really important in the years to come.

Yeah, and to your point, you could have just slapped on a ChatGPT wrapper to any one of those products and say, we are AI now, we are AI-driven now, or we have this AI feature now. The problem being that we then scale the silos between commissions or between territory planning or between, and there's nothing, nothing is connected. Chris, we got a really good question in the chat that I'd love for you to address. Just in terms of how this is going to help the CopyAI customer experience who are already customers. Spoiler alert, more resources. Which is always nice, but I'll let you take it from there.

Yeah, definitely more resources and then also more product lines, right? So today a lot of people use CopyAI purely for marketing, but marketing without a plan on how you're going to distribute it, who you're going to distribute it to, who you're actually creating content for, is not a good place to be. So, you know, bringing this together allows us to really address the entire go-to-market organization as a whole from, you know, as they mentioned, from plan to play, but even beyond that in the long term, right? We really want to go way beyond that. How do we help, you know, really drive that revenue lifecycle from the very, very first touchpoint all the way through expansion.

And I'd love to know, um, if you wouldn't mind sharing a little bit more just how CopyAI fits into the larger Fulcast ecosystem. Now that we have all these different product lines, where does CopyAI sit and how do we unify those different products?

Yeah, we're almost like the glue, uh, to bring things together. Now, you know, Fulcast has some amazing product lines already. It, uh, has the plan. When we dove deeper into that, it's like, oh my God, this thing can do like so much. It does routing, it does you know, the commissions, it does, you know, revenue intelligence, and then it just, it goes throughout it all. Now, the common thread is there's a lot of work that happens between these products, between these things that actually help really improve the product lines. It helps, you know, bring them together. And so my new job here at Fulcast is head of platform architecture, and I get to really be the one who helps us bring it all together into one cohesive platform and really deliver that end-to-end lifecycle.

I want to make sure, just one last question, Chris, not to put you in the spotlight. I want to make sure we really cover just a fundamental definition of what we're talking about here. When we say AI native versus AI driven or AI featured or AI powered, like we're seeing so many websites scramble to change the copy on, what is the difference there? What, what does AI native truly mean at the end of the day?

Yeah, a lot of startups and even larger companies basically throw ChatGPT or some sort of LLM on top of their product and say, oh, we have AI now. And they kind of like sprinkle it on. Now, I'm sure it helps, right? It helps you answer some questions. It helps you move a little bit faster in the product, but you're not actually unlocking the real value. You're not really transforming how you do work. So with Fullcast and this acquisition where we get to go is, okay, how do we reinvent how companies actually operate, right? Especially their go-to-market. And so it's like, okay, well, how do we help our customers build, tweak the plans, help them really make sure their territories are optimal? How do we really help them grow revenue as efficiently as possible? And that's really, really what AI-native means. That means reinventing how you collect, how you store data, how you store your strategy, and then how you actually execute on it from basically the entire top to bottom stack.

And Vincent tossed in a really great question about, will Copy AI still be a tool that they can use, or will it be bundled and not be able to use as a standalone product?

At this time, it will still be used as its own tool. It'll survive as its own thing. And then if you have, you know, the larger needs of, you know, planning or forecasting or revenue intelligence, you would also be able to have those as well.

I just have to say too, um, for everyone listening, so we decided to go all in on the current features that Copy offers from a marketing perspective. And so we reduced our headcount, um, significantly on the marketing team and we increased our productivity 3 times. It was unbelievable. We went from doing 5 blogs a week to 17 blogs a week. We can do battle cards. It took our battle card research from 2 weeks down to about 30 minutes. It's unbelievable what changes I am personally experiencing. I'm just using Copy as our core foundation for our marketing team. It's been absolutely amazing. So there is no way we're ever going to get rid of the current features of what Copy has to offer. I need it to run my marketing department.

And we do. It's been a lot of fun too. It's just rebuilding and having to rebuild from scratch has opened up so many gaps in terms of how to make the customer experience better too. So I'm really excited to start sharing those as the weeks come on. But Amy, I'm happy you hopped in here because I wanted to chat with you about— you've helped companies scale from early growth to acquisition in the past. How does the new go-to-market model change the way teams operate day to day at a granular level? We hinted at it with just, you know, we're speeding things up, but really, how is it helping us not only move faster, but move faster without losing quality and move faster as a full team with sales, customer support, with everybody?

Mm-hmm. Well, it's a, it's a very, very good question. So kind of in two parts, you know, the, the, the AI piece of it is that we take a human-centered approach to AI and we believe that AI should serve people. People should not serve AI. And that we can use it to enhance productivity like I've just articulated. Now, there's— there are a couple of you guys, um, I recognize several of you in the participant list right now, and you guys are absolute, you know, stellar practitioners of your own craft. And, um, I know that you already know this, but several of you guys actually helped me write this book called The RevOps Advantage with Ryan and Bala Balabaskaran. And we engaged about 15 of the best-in-class revenue operations leaders to help us write this book. What we came up with was the Fullcast Factor Framework. And this articulates in the book very carefully how it's very— how it's different. We don't just narrow the silos between marketing ops, sales ops, and customer success ops. We have actually— you have to remove them. Entirely. And by a combination of, you know, the modern revenue operations strategy as well as utilizing AI can actually help you do that. What's so foundational to me and so interesting is that my PhD was in organizational communication. In so doing, I did a lot of research on organizational theory. The, the, what's interesting is now everybody sees bureaucracy as a bad word. But the last 150 years, it was the model for doing business. And it wasn't until the digital transformation started to come on board that people started seeing bureaucracy as a real problem. You know, some of the foundational tenets of bureaucracy are department silos. They did that on purpose to get people more productive. And doing things with department budgets rather than altogether unified. And so it's the entire way that we do business. It's not just in RevOps, it's not just in technology. It's the entire way people look at doing business is fundamentally changing. And that's why I'm so excited about this is because we can really help companies transform digitally and by doing that, not just transform their digital operations, but really the way that they do business altogether. So if somebody is interested in understanding more about this book, I'd be happy to just send you one after. If you want to just email me at amy@fullcast.com and I'll just send you the book and the model. But I think that what I'm hoping to get across is that what we're doing is not just digital transformation. What we're doing is not just AI. It is actually foundationally changing the way that we do business. And that's so exciting to me.

So it is exciting.

And sometimes that message, people don't hear it because there's not a better word than transformative. Even the word game changer. I mean, it's accurate. It's just now so overused that people toss it around in one ear, out the other. But this really is a transformative moment, not just like you said, for RevOps or go-to-market, but for business as a whole. And things are changing and it is exciting to be a part of that change. Ryan, Stephanie had asked a question. I'd love your— we will send out— we can send out a visual review in the follow-up email, but just your vision for how these work together, reinventing how business operates and how AI can still be people-centric at the heart of that.

Yeah.

Yeah.

Oh, go ahead, Amy.

Oh, no, I just want to address Stephanie's question directly. Stephanie, you are an absolute dynamo. I looked you up on LinkedIn, actually, and I agree with you. The cutting staff is not something that like we want to do. We want to improve people's productivity. And so I agree with you that the reinventing how business operates is a better way to go about it. And no, no, this is— I love the transparency and the directness because this is how we do business. So I think you're absolutely right that the focus needs to be on increasing the productivity, not on getting rid of people. So I just wanted to clarify that real quick. Go ahead, Ryan.

Yeah, so there was another question, and I know, Nathan, you were following up on it, just asking about how these different acquisitions will work together. And my personal experience with acquisitions is that sometimes we all believe that connecting the companies is the way to move forward or go, and I don't think there's enough thought put into that strategy. And so in some cases, I believe there's a ton of synergies between the companies and it's worth the integration. In some cases it is not. And getting a single sign-on and a unified UI and then giving you the opportunity to be able to enter into those different systems for different reasons. Sometimes there's systems that RevOps leaders quite honestly are in all the time and the CRO is not. There's different reasons for those and different personas. And so what we've done is we've focused on one ICP, we focused on the CRO, and we focused on a unified experience. Not every one of those systems needs to be connected because they're different experiences for different users. And so that's the thought process we've taken. One thing I will say is we're very decisive. So at the LOI stage, we make the decision on how this will happen. Before the company is even purchased. Where I see the acquisitions going wrong is a lack of decisiveness in leadership. What happens is, is you will have an acquisition and then there's no real leadership about what will happen next. And everyone's trying to figure out, are we integrating? Are we not? Some resources are integrating, some don't believe they should. And that lack of leadership in that middle ground is where you lose the effort from employees and the focus and the experience for customers. So maybe that gives you some insight into how from a leadership perspective we look at that.

And I also just wanted to say, Stephanie, just to piggyback off of Amy, there's no need to apologize. One of the things that I've really loved working here and speaking about how the leadership approaches it is full transparency, even to the hard questions from employees, from customers. They address it just head-on. So no need to apologize. We love the questions. I see another one coming up here in just one moment. But I wanted to really quick double-click on that leadership perspective and, and what new AI-native go-to-market era means for executives, for CEOs, for CROs, for CMOs. What is the focus now? What are the expectations to a certain degree as we are moving in you know, people-centric AI, what, what is that vision looking forward for how people use AI to get more done without losing that quality from a leadership perspective? Because I know a lot of people are worried about how they are approaching their job in this new era.

Well, I actually have— and just to kind of continue this thread, because I've already opened up Pandora's box on our own internal team, but we have— I have a writer And she is one of the most wonderful writers that I've ever met. And she is, she's thoughtful, she's provocative, she's, she's fast. And she has been really nervous about AI because we can write a press release in 10 minutes. And my, my background is writing as well. And so I have a lot of sympathy for that. And we can write blogs and we can do all of these things. But there truly is no substitute for a really good writer. And when we were talking about this yesterday, Nathan, you and I were talking about how you have to be a thought leader now. You have to have original thoughts. Um, AI can't do that for you. AI can research for you. AI can do a lot of things. AI can build you templates and do all, all kinds of things. But it can never take the place of original human thought. And that's why writers will always be in business and why we will always support that. It's just going to be more like of a— more like a, uh, a, a bionic person rather than a clone, if that makes sense. So I think that, um, when I've chatted with her, you know, we had a conversation two nights ago where I was like, I see your value. Do not worry about this taking your job. This will absolutely not take your job. This is going to just support you and help you to be more productive so we can get more of you and more of your ideas out there. So that's how we have been kind of approaching them.

And it's been a lot of fun. I'm also happy to share in the follow-up email a little bit more about our approach. One of the most fun things, and I remember one of our first conversations, Amy, was the idea of let's not outsource our thinking to AI from the marketing side. Let's have better conversations and then let AI structure the insights from those conversations. And it has just been so fun chatting with you and then repurposing that. And again, not outsourcing the thought or the creativity to it, but having deeper level conversations that we can have and then creating the marketing assets from there and then even combining it into different departments. And so, Chris, I was hoping that you might walk us through how we could align marketing and sales with just a couple use cases from, let's say, this webinar, how we could repurpose it, where it goes to Salesforce, create an ABM lander and the email follow-ups, all on brand, all on message, and how that connecting thread through CopyAI just works at a boots-on-the-ground level for those who aren't familiar.

For sure. Happy to. So I did want to contribute real quick to the strategy conversation just because— Oh yeah, please. That actually is super core. Basically, humans will always own strategy, in my opinion. Any company that's going to outsource strategy to AI is going to lose that touch. And so our job is to help you scale that strategy. So instead of like, oh, you know, I need to just do this task and you become, you know, you're just literally checking off boxes. We want to empower people to start thinking a bit more creatively. Oh, what is the webinar we can do? What's the topics that we could talk about? Who can we invite? What's the angles we can take? Could we try different things?

Every—

today, you know, people burn out because they're so overwhelmed just by the workload of the day-to-day that they have to do. They don't get to really unleash that creativity. When you start getting to unleash that creativity, then there's something like, oh, I can write any blog I want. Oh, what can we write about? You know, where's the future gonna go? You can start to really actually tackle things that, you know, are more valuable, but maybe not directly linked to revenue because you may not prove it out, but you can experiment a lot more. You get to explore. So how does AI fit into this? Well, if humans are gonna own the strategy, then AI can become the system that executes that strategy. Okay, we have a webinar. Great. Well, from this webinar, we're gonna wanna be able to share a recap. We're gonna wanna create social posts for myself, for Amy, for Ryan, you know, well, instead of having a manual task where, you know, once you have this webinar, you have this like 50 item list to do, AI can actually do the first draft of all of them. Suddenly you're done with this webinar. You can actually hop onto the next one. You can get a little faster. You can really tweak the process of, oh, okay, you know, we need a company LinkedIn message instead, or, oh, we can actually turn the soundbite into a really nice TikTok. You know, a video that becomes that extra level of, you know, productivity. Right. And the way to help people avoid that hurdle is something that their job goes from, you know, just doing each task one by one to, okay, wait, how do I elevate the conversation? How do I start thinking a little bit bigger? How can we try to push the boundaries of the business? And that's really where a lot more value is going to come from.

Yeah.

To avoid that checkbox, checkbox marketing, or I guess checkbox go-to-marketing tasks that everybody gets wrapped up in just to get it done. Actually putting reasons behind those checkboxes. Really quickly, in the interest of time, we asked Ryan to go off camera because everyone was more focused on his jacket than the conversation. So we're trying to get people back on track. But I would love to hear from each of you, starting with Ryan. What gets you most excited about this acquisition and what it means for go-to-market teams?

Yeah, I would say the thing that gets me most excited is that our vision from the very beginning, Nathan, was to be able to bring together these silos and to consolidate all the various apps that have occurred in the SaaS era and usher in intelligence where you're actually being enabled by the native AI. Imagine your territory being— putting in certain variables in your territories being equitable and optimal and built. Imagine you giving your native AI platform, your products, and what you're driving for as a business and it building your commission plans. Imagine your forecasts being built accurately in time within minutes. Those are the types of things. That's the intelligence we want to provide. We want to put the intelligence in go-to-market.

Oh, that's great. I absolutely— it just gives me chills. I love that vision very much. Love being a part of that. Amy, how about you?

The future of go-to-market for me is just so bright. I think that we are able to, again, kind of leaning in on that, that human-focused AI use. My goal is to help people be able to be more productive, feel more confident, use AI as a support to their own genius, and be able to make life easier on everybody. So, I think that there's a lot of really great things that can come out of this. And I think as long as we keep that focus on AI serving humans, not humans serving AI, I think that we're gonna be in a really good spot as an industry.

Oh, that's awesome. And I know that Ryan, you have to get hopping. I just wanted to say thank you so much for joining us. Please stick around because we do have a little bit more from Chris and then we'll have a Q&A where, Stephanie, we are happy to sit in the hot seat here and take any and all questions from the participants. So Ryan, thank you again so much for joining.

Thank you.

Thanks.

All right, Chris, what gets you the most excited about the future of go-to-market and this acquisition?

Yeah, it's what Ryan and Amy have all said, but I'll take it one step further from a technical standpoint. Um, until now, you couldn't really scale intelligence, um, across the business without just hiring a ton of people and, you know, trying to get people to just do really, really tedious tasks, like listen to the sales call and pull out these facts, and you're paying people to do that. And then the people doing it may not be the happiest either because they're, you know, they want to be doing the cool stuff. They want to be building relationships. They want to be doing connections. So suddenly, you know, AI comes around and you actually have this intelligence that you're going to actually just like inject into different areas. Ryan mentioned planning, right? Oh, great. You want to build a plan and then how do you make it equitable? Oh, well, you have to go through, look at the accounts and Oh, this one might need to move here. Like, that's just tedious work that most people don't want to do, that it's just really, really painful. And AI should take that off of it right now. When you do that tedious work, it unlocks a lot of value, right? Oh, if your plans are a little bit more equitable, it actually helps your go-to-market quite a bit. If you're able to listen to every single sales call and understand what your customer's saying, that is really valuable. But it's just really, really expensive to do until AI has come around. So now when you talk AI native, it's about bringing all of those little interactions and having AI almost operate it automatically. And then that gives you a few things. So I keep talking about how you have your strategy. Well, with AI, you can now monitor your strategy, execute your strategy, and then optimize your strategy and bring insights to you. Like, hey, wait, you notice customers are actually talking about this way. Do you want to like update your messaging? Or, hey, your product's missing this feature. You're losing to competitors because of this right now. Suddenly it's working for you. It's bringing you, hey, wait a second, I heard this here. Are you interested in this? It can bring you recommendations and then it can really, you know, help you drive your go-to-market even faster and even better.

Oh, I love that so much. And we have a few examples we can share, but please, if you have any questions, pop them in the chat. That will wrap up the core of what we're talking about today, but we are going to stick around, like I said, sit in the hot seat. Graham put me in the hot seat asking why CopyAI things stopped coming out 3 months ago. So thanks for shouting me out on that, Graham. Super awesome in front of my new boss. But here we are. We are absolutely re-kicking it off. You are, you are spot on. We were in the middle of the acquisition and we have been just under 3 weeks now kicking back up, moving forward together. So we have a full content calendar with lots of new content. We've got a 30-day course coming out on how to use workflows and better customer support resources. So a lot of really great content coming down the pipe. Again, we're going to sit around here and chat about go-to-market a little bit, a little bit more. So if you have questions, please leave them there. Otherwise, we will have a replay being sent out with a recap. And if all goes to plan, by early morning tomorrow, a recap article with this webinar posted on the Fulcast website that you can check out. So not big on gatekeeping. We just want the whole world to hear this. So again, please leave your questions. Otherwise, if you have to hop, we totally understand your time is busy. Ooh, Graham, I asked, I asked Chris this yesterday.

This is perfect.

You got the psychic abilities. Chris, how's that roadmap coming?

Yeah, it's coming along. So there's a few different components, right, where you have to integrate copy AI into the greater you know, full cast product ecosystem. And a part of this is also integrating the data. And that's going to be our near-term focus, right? How do we bring the data across all these acquisitions and copy all into one? With good data leads to good outcomes, right? And that's one of the biggest learnings for copy. We started at the workflow, like, oh, we can do the work. And then we're like, well, customers, what work do you have to do? And then they're like, oh, I have this stuff. And then they have to actually paste in all the data, all the context in order to get that work done. So we immediately realized, oh, we're missing this contextual data layer that we need to do. So now we get to actually build that here at Fulcast, and it's going to be the best. I'm unbelievably excited. So near-term, that's going to be the big thing. We have been releasing things. We just haven't been marketing. We've just been a little strapped for resources. And so, you know, we launched a thing called Content Agent Studio. It allows you to train your own marketing agents. There's really simple ways of using it, which is, oh, I just upload a few examples of the type of content I like, and then now you can generate more of it. But then you can go even more advanced where it's like, oh, before I generate a content, I want an agent to go out and research information. And then after I generate the content, I want it to now always adhere to my brand guidance. Those are the more advanced use cases that you can do. We actually launched something not too long ago that takes it to the next level, which is you can now use these content agents inside of a workflow. Workflow, which means, hey, let's say we have a webinar transcript after this webinar, you can throw it through a workflow that will then run it through, oh, this is going to be Chris Liu's, you know, LinkedIn content agent, this is Amy Cook's, you know, LinkedIn content agent, this is our recap blog agent, and now you're actually able to generate all that content at once. We just have to market it. It is all live. It is all in there. So those are some of the flavors of what we're doing on the product side.

Oh, that's great. Amy, I had a question for you while we're just slowly waiting for some questions because worked with a ton of marketers. You successfully built and sold an agency yourself. My question I've been chatting with folks about: how many marketers should be listening to Sales Gong phone calls to understand the product better, figure out how to position things better, and how many marketers actually do?

Oh, I think 100% of marketers should be listening to the Gong phone calls for sales, but I have a question back at you. How many marketers have time for that?

There you go.

That's zero, right? So, so I think I am such a huge fan of marketing teams and all of the million things that they do in all kinds of, you know, directions. But that's one of the things that it should be prioritized but sometimes just cannot be. So one of the things that we can do with copy is make sure that we do listen to those and we do create summaries and we can have one-pagers come directly from those that can be used really nicely in sales cycles. That's one of the things that I had never done before and is a new capability of ours now. And I think it's, I think it's incredible. Another thing is you mentioned that I ran a marketing agency for 15 years. It was called Stage Marketing. We did very well. We had a lot of um, a lot of really great clients in real estate and healthcare and, um, technology. And, uh, then I sold it in 2024. And so one of the things that's really important to me is that marketing people have the ability to continue their jobs, enhance their jobs, recognize— I've fought for the importance of marketing my whole life. And with AI, especially with having conversations with people that I love and trust and support and have for decades, every— a lot of people are really scared about AI. And what I see is that with AI literacy, marketing can become an absolute powerhouse and one of the very most important departments in go-to-market because the way that buyers are buying has changed. A lot of people want to be self-service. They want to be able to get 3/4 of the way through the customer journey before ever talking to a salesperson. And so all of that falls on marketing. The job of a marketer has never been more important and it's never been more difficult. And so if we can help, uh, my fellow marketers see AI as a support to them rather than a potential replacement, then I think we're in a really good spot.

Yeah, I view it as like the ultimate tool belt because now you just have these scaled resources. So for example, if I ever listened to Gong calls in the past, like you said, maybe I could listen to one a day because I have so much more. I would run the risk of over-indexing on the problems discussed in that call that might not be representative of all of the calls that we've been getting. Now we can aggregate that. We can learn how our customers are talking about their problems, not just strangers on Reddit. But how our actual prospects and customers are talking about their problems. We can use that to refine our messaging for the product with at the word level and then create resources that are truly personal. Like personalization has always meant first name tokens. Pop that on a list and that's it.

Yeah. Hi, X.

Exactly. Yeah, we can go so much deeper now. And in fact, I think people are starting to pick up on it, maybe without acknowledging it. We also have a responsibility to go that much deeper now as a marketing teams because people are sick of hi X, you know, whatever outdated information was on their LinkedIn profile with nothing else. So this has been great.

I—

if there's any other questions, we can pop it into the webinar chat. Otherwise, we will wrap up and we will send out a recap with this call. Chris, any last words?

I see one, um, in the Q&A. It's not in the chat, uh, from Jessica Martin. Um, she talks about how there's A lot of conversations right now about using AI to increase productivity, streamline teams, and still maintain the human element. Um, once these changes are implemented, what does the workload actually look like for the employees who remain? How are you feeling about burnout in this new model? And if so, what, uh, so far what's been the most meaningful win, output, client experience, or overall team well-being? That's a great question. And I did get a few actual real-life examples. So Um, one of the biggest frictions in a lot of growing market teams is actually between the product marketing team and the sales reps. And the reason is the product marketer has the strategy of how you position this product, right? And the sales reps are constantly asking for a lot of content. So they're like, hey, I need a deck for this, uh, company. I have a meeting tomorrow. Can you get it to me? And the product marketer finds themselves just getting multiple requests piled up and they absolutely hate that part of their job. They love the strategy, love learning about the customer pain. They love— they hate being the, you know, uh, task taker to create a deck for, you know, uh, an AE to use for 30 seconds, right? And not only that, there's a time pressure on you. And so usually that entire, you know, experience gets broken down. The marketer gets burned out, the AE's upset that they're not getting the they need, and they're like, oh, marketing doesn't do anything, right? Now AI can actually bridge. So what, what have we done for our customers? Well, we take the product marketer's, you know, strategy, their messaging documents, their positioning documents. We take what their one-pager looks like and we break it down into a workflow. Suddenly in the new world, the AE can request the one-pager directly inside of Salesforce. And it gets completed in like 30 seconds. You know, that is the game changer. Now for the product marketer, because we took what they came up with, their actual strategy, the content that gets generated is on brand, it's on message, it's right on time as well. So even internally, our product marketer, when we did that, she was like, oh my God, this is game changer. This is literally like the best thing ever because I would spend so much of my working hours doing this. And while I love building slides, you know, it's just not the most strategic thing, and it's not the most, you know, fun thing for her, uh, you know, that really uses her talents the best. And so that's one example of how, okay, wait, when you inject AI, you can have to have a win-win-win. Not only can the content get created faster, the people involved can be happier, and they all become more strategic. So I'm really excited to find multiple opportunities like that that you could use across your entire go-to-market. And I'll tell you right now, there's countless, there's infinite. It's actually a little too overwhelming because of what is possible. But that's really the experience that we want to build, make it so, hey, how do you help your teammates work better together, work more efficiently, and drive more revenue all at the same time?

Yeah, I agree. And then I also wanted to address the second part of Jessica's question, which is What's been the most meaningful win? Output, client experience, or overall team well-being? I will say also that just from a marketing perspective, many marketers are overloaded. It's often expected— like I had when I ran the agency, I had an expectation of 40 hours a week. And, you know, we, we basically pushed work off to other people once they'd hit the 40 hours. Most agency owners have an expectation of 60 to 70 hours a week. Now, that is— that's a cause for burnout for a lot of people. And so what we would expect using AI is the opportunity to move those agency hours down and, and even increase the productivity. So for me, the team's well-being is incredibly important. The client experience with AI also incredibly, you know, important. And then the output of the quality that, you know, is kind of a combination of the two, the team's wellbeing and the client experience is, you know, the ultimate deliverable that should be enhanced by AI. So what we hope, what if we use CopyAI well, what we will experience is teams working more productively. Teams working more happily, teams working less hours, and clients being overall happier. That's the promise of AI, and that's something that I think is achievable.

And something that we actually lived at Copy. I had never worked with a sales team so closely. In the past, when I would get those requests for, hey, can I have this piece of content?

This—

there was a bit of resentment in my head, like, hey, I'm going to spend 2 hours on this. I don't get commissions, I don't get OTE. Like, what? What, what is my incentive here to make your job better and your paycheck bigger? And that resentment starts to build, especially if I can't deliver fast enough. They get mad like I'm not doing my job. If I have 1,000 things to do and they just pop it on as if it's like a Can you jest request that takes 2.5 hours of the day, it's, it's not sustainable. I almost think that with AI, we get a lot more time for creativity back, which I know sounds like a talk track, but I think we've lived it internally here. So. Anyway, we are coming up. Oh, sorry.

I have one last thing about that actually, with the creativity piece of it. So when I was running the agency, there were two different types of marketers. Essentially, there were the, the project managers who were on task and on deadline and super good at deliverables. And then there were the creative geniuses. And, and it's really hard to find both in one person because it's totally two different skill sets. So the other promise of AI from my perspective is that you give the— you give marketers who maybe have not excelled in the past because maybe they don't meet deadlines on time or maybe they don't have the project management skills, but their genius is apparent and real. The promise of AI is being a help, helping these people become more productive and more recognized for their talent because that is what AI cannot do. Is reproduce their creativity and genius. And so for me, that's a very exciting opportunity for a lot of the people who I employed who were like absolute ballers and created unbelievable campaigns that resulted in millions of dollars of wins for our clients. And I think that that can also be something that really can benefit people.

I feel like all the marketers are going to start getting really excited about this. I'm hoping certainly just to not burn out so much. I was going to ask about burnout on, on your old agency team, but marketers, but we are at time, so we'll have to save that for a future webinar. Thank you everyone for coming again. We are going to send out the replay. We will send out a recap and this will be published on the Fulcast site as soon as tomorrow morning with a full recap. So you can see us put our money where our mouth is. I believe that we are able to move faster without losing quality by any stretch, and I'm willing to I'm willing to prove it myself. So if you have any questions, again, Amy posted her— if you'd like that book, she posted in the chat. Amy, Chris, thank you so much for taking time out. I know we're all busy, but really appreciate it. And then to everyone who joined, thank you. I know time is one of the scarcest resources we have right now, and hopefully AI will give us some of that back. So thank you so much.

Thanks, everyone. Appreciate your time. Is that business? Business? Is that business?