> ## Content Index > Fetch the complete content index at: https://www.saasmarketingexperts.com/llms.txt > Use this file to discover other available public pages before exploring further. # Is AI improving marketing results? - URL: https://www.saasmarketingexperts.com/takes/is-ai-improving-marketing-results/ - Published: 2026-11-12T12:50:29.000Z - Updated: 2026-11-12T12:50:29.000Z - Description: 6 expert takes. Updated Nov 12, 2026. - Author: SaaS Marketing Experts - Tags: #take **Short answer:** For productivity, yes. For the bottom line, most of the 6 experts here say not yet: Matt Heinz cites McKinsey's finding that 80% of AI users report productivity gains but only 37% see any bottom-line impact, and Alex Lieberman finds ROI very hard to estimate. On the positive side, Nick Lafferty describes a fintech that measures growth, not cost savings, and Jacco van der Kooij points to Anthropic's 1.7x more deals closed per salesperson. ## What the experts say ### [AI pilots skip the biggest GTM constraint](https://www.heinzmarketing.com/blog/putting-ai-to-work-on-your-greatest-gtm-constraint-revisited/?ref=saasmarketingexperts.com) [**Matt Heinz**](https://www.saasmarketingexperts.com/experts/matt-heinz/) (Heinz Marketing) · Nov 5, 2026 McKinsey found 80% of people using AI say it has improved their productivity, but only 37% can attribute any bottom-line impact. Matt says the models are no longer the problem: most teams answer the order to "figure out AI" with pilots and licenses that never touch their biggest constraint. [**→ Read Matt's article**](https://www.heinzmarketing.com/blog/putting-ai-to-work-on-your-greatest-gtm-constraint-revisited/?ref=saasmarketingexperts.com) ### [Measure growth, not just cost savings](https://www.linkedin.com/posts/nicklafferty%5Fspoke-to-someone-leading-marketing-engineering-activity-7522719119604080640-c3Bl?ref=saasmarketingexperts.com) [**Nick Lafferty**](https://www.saasmarketingexperts.com/experts/nick-lafferty/) (Profound) · Nov 1, 2026 Nick spoke to the head of marketing engineering at a large fintech. What's working there: measuring growth rather than cost savings, with a homegrown system now optimizing thousands of evergreen CRM campaigns that sat untouched for years, and one paid ads channel run entirely by AI. [**→ Read Nick's post**](https://www.linkedin.com/posts/nicklafferty%5Fspoke-to-someone-leading-marketing-engineering-activity-7522719119604080640-c3Bl?ref=saasmarketingexperts.com) ### [GTM is the next AI wave, but a slower one](https://www.linkedin.com/posts/brendan-short%5Fai-goes-wherever-the-output-is-easiest-to-activity-7521695497028448256-3ASv?ref=saasmarketingexperts.com) [**Brendan Short**](https://www.saasmarketingexperts.com/experts/brendan-short/) (The Signal) · Oct 29, 2026 AI adoption goes where output is easiest to check, Brendan says: code runs in seconds and support tickets close in minutes, but a deal takes a quarter, which is why sales and marketing lag. Still, mentions of Claude in the 719 GTM podcast episodes he tracked rose from 10% to 53% in 24 months. [**→ Read Brendan's post**](https://www.linkedin.com/posts/brendan-short%5Fai-goes-wherever-the-output-is-easiest-to-activity-7521695497028448256-3ASv?ref=saasmarketingexperts.com) ### [AI ROI is very hard to estimate](https://www.linkedin.com/posts/alex-lieberman%5Ftenex-agent-bootcamp-register-your-interest-activity-7519085253894795266-riNr?ref=saasmarketingexperts.com) [**Alex Lieberman**](https://www.saasmarketingexperts.com/experts/alex-lieberman/) (Morning Brew) · Oct 22, 2026 After running AI agent bootcamps with 25+ enterprises, Alex says ROI is very hard to estimate, though there are often clear business cases. Time saved is a fine metric, but more of the value may lie in what that person does with the time. [**→ Read Alex's post**](https://www.linkedin.com/posts/alex-lieberman%5Ftenex-agent-bootcamp-register-your-interest-activity-7519085253894795266-riNr?ref=saasmarketingexperts.com) ### [1.7x more deals per salesperson at Anthropic](https://www.linkedin.com/posts/jaccovanderkooij%5Fgtm-is-the-moat-and-ai-is-now-the-os-of-activity-7519002327601557505-O--q?ref=saasmarketingexperts.com) [**Jacco van der Kooij**](https://www.saasmarketingexperts.com/experts/jacco-van-der-kooij/) (Winning by Design) · Oct 22, 2026 Jacco says AI turns hours of sellers' research, prep, proposals and follow-up into minutes, and points to Anthropic's figures: 5.1x more commits per engineer and 1.7x more deals closed per salesperson. He argues the real moat is adopting AI faster than your competitors. [**→ Read Jacco's post**](https://www.linkedin.com/posts/jaccovanderkooij%5Fgtm-is-the-moat-and-ai-is-now-the-os-of-activity-7519002327601557505-O--q?ref=saasmarketingexperts.com) ### [AI hasn't changed what GTM engineers ship](https://www.linkedin.com/posts/jordancrawford%5Fwe-need-to-stop-being-obsessed-with-tools-activity-7518351675997413377-5m4m?ref=saasmarketingexperts.com) [**Jordan Crawford**](https://www.saasmarketingexperts.com/experts/jordan-crawford/) (Blueprint GTM) · Oct 20, 2026 For the fundamentals, Jordan says AI hasn't changed the creativity, quality or speed of what GTM engineers ship. Teams still miss what matters most, what customers need, and he bets the latest AI craze "won't change anything about the value you're able to deliver." [**→ Read Jordan's post**](https://www.linkedin.com/posts/jordancrawford%5Fwe-need-to-stop-being-obsessed-with-tools-activity-7518351675997413377-5m4m?ref=saasmarketingexperts.com)