AI in GTM at Notion — Flora Liu
Notion rebuilt its fragmented GTM stack as a unified agentic system, reframing it as a distributed systems problem.
“A year ago, I would have told you that building a GTM system was a marketing ops problem. And today, I think it's one of the most interesting distributed systems problems that I've worked on.”
Notion engineer Flora Liu describes how agentic AI enabled her team to unify a fragmented go-to-market stack — previously stitched together by disconnected tools across marketing, sales, and customer ops — into a coherent distributed system. The shift was catalyzed by Notion CEO Ivan's belief that software engineering could now tackle previously unwieldy operational problems. While the project is still in progress, it illustrates a broader pattern of AI enabling engineering teams to absorb problems historically owned by marketing or revenue ops.