Propensity

08/27/2026

Customer journeys are becoming more dynamic.

Not because teams need more touchpoints, rather the opportunity for journey orchestration has reached new levels with AI. Buyers and customers do not move through static paths, now our technology can keep up.

That is why McKinsey’s framing of agentic customer experience is worth paying attention to. They describe the shift as moving from “static optimization to dynamic orchestration.”

This is where AI becomes more than just an automation tool.
• Automation improves a single step.
• Orchestration improves the entire journey.

For GTM teams, that means customer context needs to move across every motion:
✅ Acquisition
✅ Pipeline
✅ Retention
✅ Expansion

The opportunity is not just creating faster campaigns.

It is building a system that can understand what is happening, decide what should happen next, and carry context across the full lifecycle.

Read the full McKinsey article here:
https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/rewiring-customer-experience-for-the-agentic-era

Agentic AI in customer experience (CX) helps companies shift from predefined journeys to dynamic orchestration across channels and decisions.

08/27/2026

AI should do more than help you create faster.

It should help your entire GTM motion move faster, get smarter, and automate what happens next.

In our recent session with Davis Potter of ForgeX, Propensity CEO Sumner Vanderhoof showed what that looks like in practice:

→ Build contact-level campaigns from a prompt
→ Create and activate messaging across channels
→ Optimize campaigns using real-time performance data
→ Turn buyer signals into automated sales action
→ Orchestrate personalized journeys across the lifecycle

The opportunity with AI isn’t just creating more.

It’s connecting the full process from signal to ex*****on to optimization.

Watch the full Claude for ABM recording: https://www.youtube.com/watch?v=OGVed5wBtuk

Everybody wants to know how to leverage Claude, how to put MCPs to ...

08/21/2026

🎙️ New Podcast: From Fragmentation to Orchestration 🎙️

GTM teams don’t need another disconnected tool. They need consolidation and orchestration.

Join Sumner Vanderhoof, CEO of Propensity, and Davis Potter, CEO of ForgeX, for a conversation about the shift toward consolidated go-to-market orchestration.

They’ll discuss why fragmented systems cause workflows, data, and teams to break down.

The conversation also explores what’s driving this movement, where legacy ABM stacks are falling short, and how connected orchestration can help teams execute with greater speed, alignment, and impact.

👉 Tune in to hear what the next generation of GTM looks like: https://youtu.be/RmNH_8ZDHV0?si=_7Jkp4zmnJ5ZH7O7

Account-based marketing is evolving. It’s no longer just about prec...

08/19/2026

AI readiness takes more than adopting AI tools; it takes the signals, workflows, and ex*****on model to create a process of repeatability and predictability.

At UNBOUND, Propensity CEO Sumner Vanderhoof will lead a hands-on Deep Dive designing an AI-driven engine around the 5 pillars of GTM.

You’ll map targeting, launching, validating, pursuit, and measurement, and leave with a practical blueprint to improve demand gen, pipeline, and conversions.

Bring your current workflow. Leave with an optimized system.

📌 Build an AI-Driven GTM Engine (Step-by-Step)
📅 Wednesday, September 16
⏰ 11:00am–12:30pm ET
📍 Room 153

Limited capacity. Reserve your spot today: https://unbound.hubspot.com/sessions/sess-1221