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I wrote a long post this week about something I’ve been chewing on for months. The short version: the work changed shape. Not “AI made tasks faster.” What we actually do all day flipped from execution to systems building. And I don’t think most teams have caught up yet.
If you have 10 minutes, read the full thing here. If you have 3, keep reading.
Twelve months ago, my work was roughly 90% execution and 10% systems building. Write the post. Send the email. Ship the feature. Today it’s closer to the inverse – 20% execution, 80% building the systems that produce the output.
My friend Keith at PureSEM went from managing 6 development projects to 25 almost overnight because AI made everything seem possible. His reaction wasn’t excitement. It was vertigo. “I felt on top of the world when I got everything organized. Then Claude Code showed up.”
Yeah. That’s where most of us are right now.
AI gives you infinite execution capacity. But infinite capacity means you can suddenly see every gap in your strategy, every stale piece of content, every workflow that exists only in someone’s head. It all feels urgent at once. The fix isn’t more capacity. It’s picking three things, finishing them, and building the systems so they stay finished.
Read: The Nature of Work Changed and Nobody Sent a Memo ->
Neil Patel’s take: Google AI Mode changed the game, and most marketers are still playing by the old rules. The brands winning right now aren’t the ones with the best SEO tactics. They’re the ones building authority that AI systems recognize and trust across every platform where people search.
I wrote about this in the blog post – in an AI-native world, organized information is a competitive moat. Every team has access to the same models. What differentiates the output is the data you feed it. The team with organized, tagged, structured content gets useful AI answers. The team with content scattered across Google Drive, Notion, and email attachments gets nothing. Same AI. Different data.
Andy Crestodina backed this up with real numbers. His team surveyed 1,110 internet users on how they search – tracking AI-search adoption year over year. People are switching. They’re trusting AI results more. So the question isn’t if your buyers find you through AI. It’s whether your content is organized well enough for AI to surface you.
I think that’s going to be the competitive question of the next 12 months: who has the most organized content?
Maja Voje turned her entire GTM methodology into 12 interconnected Claude Code skills and I think the framing matters more than the skills themselves.
Most people use AI for isolated tasks. Write an email. Score a lead. Build a deck. But GTM doesn’t work like that. Your competitor analysis should feed your positioning, which feeds your pitch deck, which feeds your sales process. It’s a chain, not a checklist.
And that tracks with what I’ve been seeing – the teams compounding their advantage aren’t using AI to do more stuff. They’re building the machine that does the stuff.
Same principle behind how we think about content organization at Content Camel. Your battlecards, case studies, email templates, competitive intel – none of those are independent assets. When you organize them together – tagged, structured, findable – the whole library compounds. When they’re scattered across drives and inboxes, every new piece of content starts from zero.
Mike Kunkle shared a Gartner sales survey that should keep every sales leader up at night: 67% of B2B buyers prefer a rep-free experience. Gartner’s recommendation? “Sales enablement should shift from static content to AI-powered buyer support.”
Mike’s take – and I agree – is that the recommendation is smart but doesn’t go far enough. Buyers have been trained by bad sales experiences to prefer no interaction at all. That’s a content problem just as much as it is a sales problem.
If your buyers are going rep-free, your content is doing the selling. Your battlecards, case studies, competitive comparisons – those aren’t supporting materials anymore. They are the sales motion for two-thirds of your pipeline.
So: is your content organized so buyers can find what they need without talking to anyone? Because if your content library is a mess, you’re not just disorganized. You’re losing deals you never knew about.
Read: Why Your Best Content Never Reaches the Buyer ->
Pierre Herubel on the false dichotomy between content marketing and growth marketing: “Content and growth are not mutually exclusive.” He’s right. Run content for the long game (6+ months of consistency) and growth sprints for the short game. Then cross-pollinate – your best organic content becomes your paid creative, your intent signals from content inform your targeting. Both, in parallel.
David Berkowitz joined Intuit Mailchimp to lead thought leadership. The bit worth flagging: his new role came from a loose connection in a community he invested in for years. Not a job board. Just showing up consistently in a place he genuinely liked. That kind of advantage never shows up in a dashboard, but it shows up.
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If you’re in the thick of this shift and it feels like a lot – yeah, same. Hit reply and tell me what’s working (or not).
Want to get the foundation right? Start organizing your content with Content Camel – free to start.
The work shifted from creating content to organizing systems. Content Camel is the content system that makes everything else work.
Content Camel is a sales enablement tool used for sales content management. High-growth sales teams use our system to quickly find and share the right content for each specific sales situation and measure content use and effectiveness.