As AI reshapes how buyers discover, evaluate, and decide, demand teams face a defining question: are they scaling a system built for the future, or propping up one that is about to break? Join Bala as he assesses how modern go-to-market systems are being redesigned to connect demand generation, customer journeys, and lifecycle thinking into a single, scalable engine. You’ll explore how to architect demand inside an AI-driven GTM system, where technology, process, and customer insight work together to influence journeys, adapt at scale, and deliver sustained growth. Key takeaways: - How to position demand generation as a foundational part of the GTM system, not a downstream activity - What an AI-ready GTM architecture looks like across journeys, motions, and lifecycle stages - How demand activities should shape and respond to customer behavior across the full lifecycle - Where to focus investment to scale demand without adding fragility or complexity