She uses AI to amplify the GTM strategy of AppsFlyer

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Show Notes

Shir Guterman Ramot, Director of GTM Ops and Analytics at AppsFlyer (EMEA and LATAM), shares how one of the ad tech industry's most successful companies is operationalizing AI across its go-to-market organization. Shir emphasizes that AI does not replace strategy — it amplifies it — and warns that without solid foundations, AI will simply accelerate chaos. She walks through AppsFlyer's approach to AI adoption, including how a dedicated Business Operations task force works cross-functionally across sales, marketing, finance, legal, and engineering to identify high-impact use cases. The conversation covers how AppsFlyer balances custom GPTs and in-house AI tools with third-party solutions, how they empower SDRs to focus on personalization while automating repetitive tasks, and why understanding what you are trying to achieve must come before selecting any tool. Shir also discusses her journey from managing the Israeli market for Lime scooters to leading RevOps at a global SaaS unicorn, and how the RevOps role is evolving to become more strategic and AI-enabled.

Key Takeaways

• Large SaaS companies operationalize AI differently than startups
• RevOps at scale requires frameworks and playbooks not just tools
• GTM Ops and Analytics must be tightly coupled
• Global RevOps teams need structured processes across regions

Guest

Shir Guterman — Director of GTM Ops & Analytics, AppsFlyer (EMEA & LATAM)

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