Meet the GTM AI Advisor: The next evolution of Customer Success

Most companies buying AI right now share the same problem. They have signed the contract, watched the demo, and told their teams to get started. Then adoption stalls. The tools sit underused while the people who bought them try to figure out where AI actually belongs in the day-to-day work.

The instinct is to treat this as a training issue. The more useful question is: who owns the outcome? Someone has to be accountable for turning a purchase into a practice, and that responsibility rarely lives with any one role.

Today we are naming that role. Effective September 1, our Customer Success Managers are becoming GTM AI Advisors. This is not a title change. It is a change in where we focus our time and what we hold ourselves accountable for.

What is a GTM AI Advisor?

A GTM AI Advisor is a Customer Success professional whose primary job is to help you get measurable value from the Outreach platform, with an expanded focus on accelerating the adoption and impact of AI. The relationship work and broader platform guidance you already know remain in place. What expands is the strategic focus on helping you identify where Outreach’s AI agents can enhance your workflows and improve business outcomes.

Buying AI and successfully adopting it are two different things. The gap between them is where value can get lost. The GTM AI Advisor exists to help close that gap while continuing to drive broader platform adoption, customer success, and value realization.

Here is what the role covers:

• AI workflow identification: Advisors work with your team to find the workflows where AI can have the greatest impact, rather than leaving you to discover them on your own. ‍
• Platform and AI adoption: Advisors guide leaders and end users through the operational and behavioral changes required to adopt Outreach successfully, including its AI capabilities and agents.  ‍
• Value realization: Advisors connect platform and AI usage to business outcomes, helping you understand where your investment is paying off and where adjustments may be needed. ‍
• Advocacy and escalation: Advisors remain your voice inside Outreach and your escalation point when you need additional support.

Why Customer Success must evolve for AI

Across the market, revenue teams are adopting AI agents more slowly than they are buying them. The distance between "signed" and "actually used" is where value gets lost. We built the GTM AI Advisor role to address that distance directly.

The traditional Customer Success model was built around helping customers adopt software within relatively familiar workflows. Agentic AI introduces a different set of adoption challenges. It reshapes how revenue teams operate, and that requires a partner who can diagnose where AI fits and then strategically guide the team through the change.

Customers need more than relationship management alone. They need a strategic partner who can connect platform and AI adoption to meaningful business outcomes.

What's changing (and what's not)

Your GTM AI Advisor is the same person you already work with, and the fundamentals of Customer Success remain in place: executive business reviews, platform adoption, renewals, risk management, and advocacy.

What changes is the mandate. Your Advisor will bring a more AI-centered lens to the work they already do across platform adoption and customer success. That includes helping you understand where Outreach’s AI capabilities and agents can support your priority workflows (whether you already use them or are still considering where they fit) and then helping you accelerate adoption and realize measurable value. You can expect more proactive, strategic conversations about both your broader Outreach investment and where AI can create the greatest impact.

Backing the title with real expertise

A title change without real capability-building is just a label. So we are pairing this evolution with a formal certification program.

Beginning in September, Advisors will complete dedicated certification, workshops, and hands-on enablement, with the initial program wrapping by the end of October. The training covers four areas:

1. AI platform fluency: Deep working knowledge of Outreach's AI capabilities and how they apply across revenue workflows.
2. People, Process & Change Management best practices for AI Adoption  ‍
3. Workflow diagnosis: The ability to map a customer's processes and pinpoint where AI can improve productivity and execution. ‍
4. ROI storytelling: The skill of connecting AI usage to measurable business results your leaders can act on.

Advisors also use our AI Maturity Model to benchmark where your revenue team stands today and to pair every result with a stage-by-stage plan. The point is not to hand you a label. It is to give you a practical path toward an operating model where AI agents and people work side by side.

The future of customer success starts here

The companies winning with AI are not the ones with the most tools. They are the ones with the clearest path from purchase to practice. The GTM AI Advisor exists to build that path with you.

If you are a customer, expect to hear from your Advisor soon about your priorities and where we see the greatest opportunity to accelerate your AI journey. If you want a head start, ask your Advisor to walk you through the AI Maturity Model at your next check-in.

Frequently asked questions

What is changing with the Customer Success Manager role?

The Customer Success Manager role at Outreach is becoming the GTM AI Advisor, effective September 1. The role builds on the relationship management, platform adoption, and value realization support customers already receive, while adding a stronger focus on identifying high-value AI workflows, guiding adoption, and connecting AI usage to measurable outcomes.

Will I still work with the same person?

Yes. Your GTM AI Advisor is the same person who supported you as your Customer Success Manager. The relationship does not change. The focus expands to give you a partner with a stronger mandate to help you realize value from AI.

Does this change how I get technical support?

No. For technical issues and day-to-day support, continue to use Outreach Support at support.outreach.io. Your Advisor remains your escalation point, so if a ticket is not resolved quickly, you can come to them directly.

Why is Outreach making this change?

Across the market, companies are investing in AI agents faster than their teams can successfully adopt them. AI changes what customers need from Customer Success, requiring deeper workflow expertise, change management, and a clearer connection between adoption and measurable business outcomes. The GTM AI Advisor role evolves the Customer Success model to meet those needs while continuing to support broader platform success.

What is the AI Maturity Model?

The AI Maturity Model is a framework Outreach uses to benchmark where a revenue team stands with AI and to pair each result with a stage-by-stage plan. GTM AI Advisors use it to help customers understand where they are ready for more advanced workflows and where the foundation still needs work.