Kyle Norton, CRO at Owner.com, is interviewed by Everett Berry to break down exactly how to scale pipeline generation using applied AI and GTM engineering. Scaling an SMB sales motion requires ruthless efficiency and a modern outbound automation stack. This episode covers how to integrate applied AI into your GTM strategy to dramatically increase decision-maker connect rates, streamline pipeline generation, and execute high-volume cold calling campaigns. 🎧 Tune into Topline Podcast (our other show!), the #1 podcast for founders, operators, and investors in B2B tech: https://www.joinpavilion.com/topline-podcast 📩 Subscribe to Topline Newsletter: https://www.joinpavilion.com/topline-newsletter 🤝 Join the free Topline Slack channel to connect with 600+ revenue leaders to keep the conversation going beyond the podcast: https://www.joinpavilion.com/topline-slack Key Takeaways: Automate pre-call research to maximize SDR output. By injecting AI-generated local name drops and personalized pain points directly into Salesloft, Kyle's reps can make 150 to 200 dials and connect with 20 to 30 decision makers daily - a 5x improvement from where they started. Run GTM engineering pilots in small batches. Seat your applied AI specialists directly next to frontline reps so they can accurately assess impact. Test specific interventions—like shifting call blocks to 5:00 PM—so you're only handing proven workflows for broader application across the team. Leverage executive personal branding for inbound recruiting. Publishing consistent, AI-assisted content on LinkedIn generates massive inbound applicant volume. In Kyle's case, this has completely eliminated the need for expensive external recruiting agencies. Keep sales managers focused on core competencies. Let your applied AI team build the tech while managers focus on hiring and coaching. Chapters: 00:00 Episode Intro 01:37 Scaling AI-Driven SMB Sales 03:43 The PICRIOS Cold Call Structure 06:25 Running GTM Engineering Experiments 08:38 Structuring an Applied AI Team 10:06 Automating Transactional SMB Sales 13:17 Future Go-to-Market Team Roles 15:39 Personal Branding for GTM Recruiting 18:52 AI Workflows for Content Creation 23:19 Finding Time to Learn AI Tools 26:38 Buying vs Building Data Stacks 28:33 Using Claude to Learn Tech Skills