B2B go-to-market teams often navigate a bewildering maze of martech, wrestling with data lost in spreadsheets to track real customer connection. Now, AI isn't just nudging the status quo; it's triggering a hard reset on how data is understood, allowing the entire sales funnel to produce strategic gold from data previously lost.

Enter Mohit Garg, Co-Founder and CEO of Tapistro. A former Adobe product leader and graduate of India’s top engineering and business schools, Garg now applies his journey from hands-on engineer to entrepreneur to revolutionize B2B customer acquisition with AI.

"The real data gravity has always been in the CRM, holding your mid-funnel data for prospects already engaging with you," Garg explains. "But we believe the next wave of stickiness, the big win, will come from managing top-of-funnel prospect data – which is typically 10 to 20 times the size of your CRM data and often lost in spreadsheets. It’s about building the next data gravity engine around your entire prospect universe."

Secret's in the sauce: But simply amassing this top-of-funnel data isn't the endgame. As third-party data access becomes common, Garg argues the locus of competitive advantage is shifting. "Access to third-party data is no longer your secret sauce," he states. "The real magic lies in your interpretation of that information, in your own words, relevant to your business."

He points to a company like Etsy, which could be classified as a software company by a vendor selling testing services, or an e-commerce marketplace by a logistics provider. "This nuanced understanding, tailored to your offering, that's your secret sauce. That's your segmentation, your orchestration, and the stickiness AI helps companies define and activate."

Context is king: Once value is interpreted and activated, how GTM systems then act on this enriched data is key. Here, Garg identifies a fundamental flaw in many current GTM systems: "Many orchestration systems today are fundamentally 'memoryless.' They see a signal and fire an action, losing the crucial context of what happened with that account yesterday," he observes. "People are missing out by not stacking multiple signals together. A profile-first approach changes this, giving you the full history before you act, allowing for more intelligent, context-aware automation instead of a 'shoot from the hip' approach."