Workshop on AI in Marketing & Sales

Glossary

Assistants, APIs, and the words IT uses

Claude

Anthropic assistants and APIs for drafting and analysis. In GTM workshops we use Claude for structured passes over research packs when policy allows redacted inputs, not as silent autopilot on customer send.

Microsoft Copilot

Microsoft 365 embedded assistant in Word, Outlook, PowerPoint, and Teams. Fits teams where campaigns and customer mail already live in your Microsoft tenant with known retention.

Codex

OpenAI coding-oriented assistant inside editor flows. Shows up when RevOps or growth engineers maintain list parsers, enrichment jobs, or small glue next to messaging matrices.

Claude Code

Anthropic coding agent across a repo from terminal or editor. Strong for versioned prompts and integration scripts, not a substitute for Legal or brand review on outbound claims.

ChatGPT

OpenAI chat products, including enterprise workspaces when enabled. Common first stop for variants and briefs. Still needs your written rules before anything customer-facing or regulated ships.

Gemini

Google assistant and Workspace integrations. Fits when docs and mail live in Google and admins allow the paste classes you use in exercises.

Cursor

IDE-first assistant with diffs and project context. Useful when sequences, battlecards, and small automation live next to text instead of only inside chat threads.

API

Machine-readable contracts between CRM, enrichment, and assistants over HTTPS with scoped keys. We label which calls are read-only, which write pipeline stages, and which must never carry raw customer exports.

Integration

Purposeful wiring between approved systems so drafts and signals land in CRM fields IT can audit. Different from pasting exports into personal chat.

Webhook

HTTPS callback when an event fires, for example form fill or CRM stage change. Common glue when teams graduate from copy-paste with explicit owners.

LLM (large language model)

The model behind assistants: next-token prediction from prompt and context. It does not know your private pipeline unless you connect approved paths or paste policy-safe snippets.

Shadow IT

Unapproved tools that spread because the sanctioned path feels slow. The workshop names the risk and pairs it with faster approved alternatives marketing and sales can sponsor together.

Human-in-the-loop

Named reviewers before external send, before CRM writes on sensitive accounts, or before claims hit the site. Checklist steps with owners, not slogans.

PII minimization

Share only fields the task needs, redact in classrooms, and route regulated customer data through systems built for it. Applies to prospect, customer, and partner identifiers alike.

Model drift

Behavior shifts when providers ship new versions. Mitigation: pinned prompts, dated playbook reviews, and spot checks on high-risk sequences after upgrades.