Why modern revenue teams need a system of decisions at their core to win in the AI era

The problem no one wants to admit: CRMs are broken

Every GTM leader says their CRM is their “source of truth.” But in reality, it’s a graveyard of bad data.

Reps chase prospects who left months ago. Marketing spends on accounts that aren’t in-market. And when AI is built on those broken inputs, it only multiplies the mess.

This isn’t just inefficient -it’s expensive. Bad data burns pipeline, erodes trust, and makes teams feel like they’re flying blind.

The painful truth is that today’s GTM stack wasn’t built for how modern buyers behave. It was built for a world where data moved slowly, signals were scarce, and manual processes could still keep up.

That world is gone.

The shift: from Systems of Record and Action, to Systems of Decisions

Every revenue team today have two systems:

• Systems of Record: your CRMs like Salesforce or HubSpot. They’re essentially a database for your sales, marketing, product user data.
• Systems of Action: your engagement and marketing automation tools. They offer automation to help you reach those buyers at scale.

Both are powerful. But neither knows what’s actually happening right now or what should happen next.

Data and signals are scattered across dozens of tools. Prioritization is guesswork. Orchestration is either manual and slow, or so automated that it spams everyone.

There's a missing layer in between these two systems that understands your business (intelligence) and knows what's going on with your buyers (signals) to help you prioritize and then activates your sales and marketing teams (AI agents and humans).

We call this layer the AI Command Center.

What is an AI Command Center?

A Command Center is an AI system that acts as the "brain" of your go-to-market to help your sales and marketing teams prioritize buyers that most likely to convert and activate your teams (AI agents and humans) to turn those insights into pipeline.

There are 4 layers to the Command Center:

1. Intelligence: It connects to your CRM to understand your business and buyers. It measures performance and feeds those learnings back into the system.
2. Signal Orchestration: One place for all your first, second, and third-party signals to know which buyers are (soon to be) in-market
3. Prioritization: It surfaces insights as Account and Contact scoring for AI agents and humans to focus their execution.
4. Workflows: No-code intelligent workflows to activate AI agents and humans, removing manual decisions and tasks

With the Command Center, most campaigns will run always-on with precision and consistent execution, improving conversion rates and efficiency.

The AI Command Center: the new brain of GTM

In the State of AI Adoption report 2025, only 7% of companies got measurable ROI from their AI implementation. Some of the biggest obstacles are a lack of trust in data quality and silo experimentation without clear business objectives.

These stem from the fact that revenue teams don't have a one unified hub for all their data, signals, and to make decisions as one team. Sales have their Salesforce reports, CSV or LinkedIn lists, and sales engagement tools. Marketing lives in their marketing automation, advertising and intent platforms.

Having the Command Center means all data is unified, providing visibility to both sales and marketing teams and ultimately trust.

It’s how leading companies implement AI for outbound, AI for ABM, and AI-driven GTM orchestration -- all from one intelligent GTM brain.

In the age of AI acceleration, that’s no longer a nice-to-have. It’s the difference between winning and losing.

From AI insights to AI agents: the next evolution of GTM actions

The Command Center doesn’t just analyze data; it also deploys AI agents and/or activates humans (in their favorite tools) to turn the signals and insights into pipeline.

Inside UserGems, a family of specialized AI agents - what we call Gem-Es - handle the heavy lifting:

• Gem-E for Outbound: captures signals, builds lists, researches calls and email exchanges, writes email sequences as a copilot or autopilot.
• Gem-E for ABM: identifies and prioritizes in-market Accounts, measures TAM progression, syncs to Ad Audiences while also activating sales outreach.

Both agents are connected through the AI Command Center, which acts as the brain - deciding, learning, and improving continuously.

This is the new model for GTM: humans and agents working together, orchestrated by one intelligent command layer.

Why “more data” isn’t the answer

Most vendors are chasing “more signals.” But we’ve learned something contrarian at UserGems: Precision and Relevance beat Noise.

Accuracy is the foundation of Precision, and Context is the foundation of Relevance.

If your data is inaccurate, your AI can’t make the right decisions - no matter how advanced the model - and humans will always have to double-check AI's work, defeating the potential efficiency gain from AI. That’s why UserGems spends a lot of our resources on data verification to maintain a 90%+ data accuracy for the most impactful signals: buyer job changes, account movements, intent shifts, and verified human relationships.

If your AI model doesn't have the know-how to not only understand your business but also your buyers, its outputs will be irrelevant, eroding trust. Take a look at a few bad AI emails on LinkedIn feed and you'll know what I mean. UserGems has a team of PhD data scientists constantly measuring Gem-Es' performances based on the latest LLM models. This results in Gem-Es producing 8-20% reply rates and picking accounts that convert 30% higher than human decisions.

How the Command Center & AI Agents power modern GTM

Imagine your AI Command Center & Agents quietly working overnight.

It’s monitoring thousands of accounts for meaningful changes.
It’s surfacing the 5% that are in market today — and the next 5–10% that are about to be.
It’s writing personalized outreach for decision-makers, syncing sequences, and aligning ads and events.

By the time your reps pour their first coffee, their day is already prioritized.
Meetings are already booked.
Pipeline is already in motion.
Marketing and sales are already aligned.

That’s not science fiction. That’s what AI for GTM looks like when it’s powered by truth — and it’s what UserGems customers are doing today.

Why this matters now

We’ve entered a new era of go-to-market - one where precision, speed, and alignment define success.
Teams that still rely on disconnected data and static playbooks will keep missing signals, burning out reps, and wondering why their pipeline isn’t growing. But the ones that embrace an AI Command Center and Agents will:

• Double their team’s capacity without adding headcount.
• Cut rep ramp time from months to weeks.
• Win deals before competitors even know there’s a buyer in market.
• See clearly how every campaign and touchpoint impacts pipeline.

This is how modern revenue teams are using AI for outbound, AI for ABM, and AI agents for GTM orchestration to create a real competitive advantage.

Playbooks for the next decade of B2B GTM

The last 20 years of B2B growth were built on systems of record and systems of action. The next decade belongs to AI command center & AI agents that take the next best actions on behalf of humans. The companies that thrive won’t be the ones that rely on the old playbooks and manual campaigns. They’ll be the ones that can effectively operationalize AI within their GTM motion:

Having AI Agents:

• Capture the most accurate data and signals
• Provide the clearest account & contact prioritization, and
• Taking actions themselves (where appropriate) and orchestrating across both sales and marketing to maximize pipeline and winning chances.

AI isn’t here to replace sales and marketing. It’s here to give us more precision and make the best possible decisions as one revenue team. To handle the noise so humans can focus on what matters: building relationships, solving problems, and closing business.

Your CRM can’t do that. Your marketing automation and sales engagement tools can’t either. But your AI Command Center and AI Agents can. It’s the new playbook for GTM, and it’s already here.

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If you're curious how other GTM teams are building their AI Command Center with UserGems, feel free to reach out to me.

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