Building an AI Database for Agentic GTM Operations

Rippling leverages Databricks to power agentic GTM operations across RevOps, PLG, marketing, sales and account management. Built on Apache Iceberg™-compatible tables and Lakeflow, we ingest and unify large-scale market intelligence data, perform ML-based entity resolution across heterogeneous sources, and apply LLM-driven summarization and classification to generate structured outputs.These enriched profiles power a 360° GTM portal that enables personalized outreach and engagement at scale. Using Databricks AI/BI, we conduct deep performance analysis across campaigns, segments, messaging, and personalization dimensions—closing the loop between intelligence generation and revenue outcomes.We'll dive deep into how Rippling combines scalable data pipelines, interoperable Iceberg storage, AI/BI analytics, evaluation frameworks and generative AI on Databricks to move from fragmented GTM workflows to measurable, agentic operations that drive revenue impact.