AI & the New Frontier of GTM Ops with Hubspot’s Rich Archbold

In this episode of RevOps Review, Jeff Ignacio sits down with Rich Archbold, SVP at HubSpot, for a deep dive into how one of the most iconic GTM platforms is using AI, not just to scale workflows, but to rethink them entirely.

Rich shares how HubSpot is applying AI across the customer journey, from CRM hygiene to guided selling, to coaching reps via custom GPTs, and how frontline teams are quietly becoming GTM engineers themselves. They explore what happens when every employee uses AI, how this impacts org design (including middle management), and why building a “faster horse” just won’t cut it anymore.

If you’re navigating AI in a RevOps or go-to-market leadership role, this one is a blueprint for what’s coming next.