Rethinking Account Data: The Opportunities and Limitations of an AI-Native Approach

Account data sits at the core of every GTM motion - but how you define and structure it can make or break your ability to scale. With AI-native approaches now entering the RevOps toolkit, operators have an opportunity to revisit the fundamentals: what exactly is an account, and how should it be modeled?

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We're sitting down with Anders Krohn from Kernel for a session that's a technical deep dive into how leading RevOps teams are rethinking account data strategy in an AI-first world. We’ll challenge assumptions, explore nuanced definitions, and weigh up both the opportunities and the limitations of applying AI to one of the most foundational layers of your GTM system.

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What We’ll Cover

• What is an account? Redefining the unit of analysis in an AI-driven GTM model.
• Entity alignment: Do accounts always map to a single business entity - or is a more flexible definition required?
• Cross-functional perspectives: How do sales, marketing, and customer success teams differ in how they view and use accounts?
• Strategic implications: How to design an account data strategy that balances precision, flexibility, and AI-readiness.

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Bring your questions - this will be an interactive session where operators can pressure-test their own assumptions and hear how peers are evolving their data models.

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