Product marketers are spending too much time overthinking AI and drowning in repetitive tasks. Instead of just listening to LinkedIn gurus promising 5-minute life-changing fixes, it is time to actually integrate automation into the workflow.

In this episode of Built in EMEA, host Pavel Novák sits down with Valery Mezencev to unpack how product marketing managers (PMMs) are realistically applying AI and automation. Leaving behind the clean slide-deck frameworks and theories, they discuss what it actually takes to build a modern product marketing workflow that balances automation with essential human intuition.

In this episode, we cover:

Stop overthinking AI: Why you should stop overthinking which tool to use, pick what feels natural, and just try it for yourself.

The irreplaceable human touch: Why the subtle intuition of understanding customer sentiment and messaging cannot be codified by AI, and why automation should be reserved for manual, repetitive tasks to make a PMM's job more enjoyable.

Moving beyond manual chatbots: While PMMs are already using tools like ChatGPT, Gemini, and Claude daily, the real switch is automating those AI workflows to eliminate steps that add no unique product marketing value.

Start with a problem, map the process: Why simply having a clear definition of a problem is enough to get started with automation, but why you must explicitly map out the steps before automating any repeatable process.

If you are a GTM operator trying to build the right thing in the right order, this conversation will challenge how you approach your revenue organization.

Follow Built in EMEA wherever you listen to podcasts. Because the companies that scale well in EMEA aren't luckier. They're better architected.

Most companies scale their partner programs completely wrong by treating them like transactional sales. They focus on what they want (revenue) and sign hundreds of agreements without ever actually activating them.

In this episode of Built in EMEA, host Pavel Novák sits down with Martin Scholz to unpack the real architecture of successful GTM partnerships. Leaving behind the clean slide-deck frameworks and theories, they discuss what it actually takes to build a partnership that works and delivers mutual value.

In this episode, we cover:

• Why revenue should never be your goal when entering partnerships, but rather the result of focusing entirely on the partner's needs.
• The danger of vanity metrics: Why having 100 signed partner agreements often means you have fewer than 20 that are actually active, and why you must see partners deliver before constantly signing more.
• The ultimate health metric for partnerships: How to use a continuously updated mutual action plan—covering strategic vision, measurable KPIs, and 3-month project plans—to ensure true alignment.
• Sales vs. Partnerships: The fundamental difference between a transactional vendor relationship and a mutually beneficial partnership where integrating solutions makes the workflow easier for joint users.

If you are a GTM operator trying to build the right thing in the right order, this conversation will challenge how you approach your revenue organization.

Follow Built in EMEA wherever you listen to podcasts. Because the companies that scale well in EMEA aren't luckier. They're better architected