Do I really need more tools?
Every week, I talk to leaders who are fully invested in AI. They test new tools, join beta groups, and see clearly how much AI can change their business.
But now they’re running into a familiar problem.
In the last era, companies kept adding apps until app sprawl became a real operational tax. Now we’re doing the same thing with agents.
One for support. A few for prospecting. Several for content. More for onboarding, research, reporting, and follow-up. Each one needs separate training, separate approvals, and separate oversight. And too often, they work without shared context.
That’s how you get a prospecting agent pushing an upsell while the customer’s satisfaction score dropped last week.
I’m convinced agents will reshape how go-to-market teams operate. For many teams, they already are.
But more agents is not the strategy.
They need shared context. They need to coordinate. And they need to be easy to deploy and manage without creating a new layer of chaos.
That is why one of the biggest lessons I’ve learned in 15 years in marketing is this: more tools without shared context usually create more noise, not better decisions.
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