When we built dolv's funnel health scoring, the obvious first version was equal weights. One-third each.

Equal weights broke immediately. A healthy TOFU was inflating the composite score even when MOFU and BOFU were in poor shape. The number felt fine. The pipeline was not.

Early in building dolv, we ran an internal test without the approval workflow. AI drafted, AI sent. No human in the loop.

It did not go catastrophically wrong. But one email went to a segment it was not intended for. The content was fine. The targeting was not.

Sharing this because I would have wanted someone to tell us earlier.

Mistake 1: We assumed teams wanted maximum autonomy.

When we started building dolv, the integration count felt like the obvious thing to optimize for.

More integrations meant more value. Or so we thought.

There is a design decision underneath every AI GTM tool that does not always get made explicit.

Option A: AI runs actions autonomously. You review logs after.

Benefit: maximum throughput.

Every platform in the GTM space is describing itself as AI-native right now.

From what I can tell, the phrase means at least three different things depending on who is using it:

This is the structural problem nobody has a clean answer for.

CRM has the deal stage, the company profile, the last call notes. Analytics has the page visits, the campaign attribution, the conversion events. Your content tool has the posts that went out. Your ad platform has the spend.

The default used to be clear. Enterprise went Microsoft. Startups and growth teams went Google.

That line seems less obvious now. I keep seeing fast-growing companies on Microsoft because an enterprise customer required it, and I keep seeing traditional enterprise holdouts experimenting with Google because of AI integration decisions.

The gap between what marketing measures and what finance recognizes as ROI is one of the most persistent problems in GTM operations.

Marketing says: impressions, MQLs, pipeline influenced, content published.

Finance says: revenue, CAC, payback period, headcount equivalent.

Not the "we estimate roughly X hours" version. The real measurement.

I started tracking this for our own team a few months ago. The categories that showed up most:

- Re-keying the same information between the CRM and the content tool