Invisible GTM Failures Need Visible Workflow State
· 8 min read
The next GTM AI failure mode will not look dramatic.
It will look like work that technically happened, but cannot be trusted.
An agent researched an account, but nobody can see which source changed the qualification decision. A lead moved forward, but the buyer context is missing. A draft was generated, but the premise is not tied to evidence. A campaign step is marked complete, but the exception that should have stopped it never surfaced.
The failure is not that AI did nothing. The failure is that the workflow cannot explain what happened.