Go-to-market (“GTM”) is the lifeblood of every company. As companies scale, it becomes increasingly complex and difficult to reach the right customers with on-brand marketing when they are ready to buy. Companies create playbooks to optimize their sales and marketing processes, but these workflows are often manual and tedious. Enter Copy.ai. Copy.ai is building an AI-powered GTM platform that ingests unstructured data and orchestrates coordinated workflows. For this edition of Notorious, Copy.ai CMO Kyle Coleman shares Copy’s formula growing 3.5x in 8 months:
“Over the last eight months, Copy.ai has increased revenue by 260%, with October marking our fourth straight month of 20%+ ARR growth. During that same period, our ACVs have tripled and deal cycle times have been cut in half. This acceleration isn’t a fluke—it’s the result of a calculated master plan. A plan focused on building something bigger than just another piece of software. We’re creating the autonomous Go-to-Market AI platform—an evolving, intelligent system that gets stronger and smarter as more use cases are adopted.
Here’s how we did it: product vision, market positioning, and transformative pricing & packaging.
Initially, Copy.ai was known as a powerful tool to generate fast, high-quality copy, amassing over 17 million users. When GPT 4.0 dropped last year, we moved to the next phase of our master plan. Generative AI isn’t just about copy; it’s capable of automating entire workflows for go-to-market (GTM) teams. We had the product architecture—simple, scalable, deeply integrated. It was time to evolve. We pivoted from a chat app for copywriters to an end-to-end workflow automation platform purpose-built for GTM teams.
We quickly won some impressive enterprise customers—ServiceNow, Siemens—but “workflow automation” alone wasn’t moving the needle at the C-Suite level. We needed to strike a nerve with CMOs and CROs, addressing their most urgent and existential problems. In March, we sharpened our positioning and started evangelizing a new reality: Go-to-Market Bloat. This is the root cause of skyrocketing CACs and declining valuations. Our message was simple: if you don’t solve GTM Bloat, your company’s future is at risk. And the only weapon against it is an autonomous GTM platform powered by AI.
With this bold positioning, we were now speaking the C-Suite’s language, unlocking executive access earlier in the sales cycle. The problem was clear, but the solution needed a starting point. The prospect of a full-blown platform can seem daunting. So we engineered a targeted entry point—a wedge to get in and deliver immediate value.
We identified the highest-value use cases with the strongest market pull and designed seven targeted "wedge" packages—our Land SKUs in a classic Land & Expand strategy. Each package serves a specific executive-level problem, providing immediate ROI. And as companies adopt more SKUs, the real magic happens. Value compounds. The platform begins to operate as a true autonomous GTM flywheel—handling everything from prospecting to personalization, with intelligence that scales across the organization.
Our Solutions team ensured these wedges weren’t just packaged ideas but production-grade, hardened workflows. The pricing model is consumption-based, removing risk and fear of shelfware, while our value journey provides a clear path to expanding cross-functionally within the enterprise.
This isn’t just another SaaS product—our GTM AI platform is designed to autonomously and continuously learn and evolve as you unlock more use cases. For large, sophisticated enterprises, it’s not a matter of if you need this, it’s when. To stay competitive in a market where efficiency and intelligence are paramount, the ability to automate and scale your go-to-market strategy will determine whether you lead or follow.
The future is clear, and we’re excited to be at the forefront. The best days for Copy.ai are ahead, and we’re ready to power the GTM engine that will drive sustainable, enduring enterprise value for our customers. So excited, in fact, that we wrote the book on it. Notorious PLG readers get early access to the ebook and a free hardcover copy here: copy.ai/book
Thanks for reading. By way of background, I am an early-stage investor at Wing and a former founder. Please reach out to me on X @zacharydewitt or at zach@wing.vc. Some of the early-stage PLG + AI companies that I have the privilege to work with and learn from are: AirOps, Copy.ai, Deepgram, Hireguide, Slang.ai, Tango, Tome and Workmate.
