Validate Quietly, Build in Public: Behind the Scenes of HockeyStack’s Shift into AI for GTM

In this episode of AI for GTM, HockeyStack's CRO Emir Atli joins us to unpack the company’s shift from a marketing attribution tool to an AI platform for go-to-market teams.

Emir shares why they’re betting on vertical AI agents like Odin and Nova, how they spent a full quarter validating direction through hundreds of customer conversations, and what they learned about the unsolved pain points in sales—like stakeholder maps and account planning.

He talks through why dashboards aren’t enough, how GTM roles are rapidly evolving, and what it takes to build tools that drive real progress, not just more activity.