Alessandra Colaci ⚡️

Head of Marketing at SparkPlug⚡️AI Marketing Advocate

I help legal professionals adopt AI in a practical and secure way.

With over 15 years in tech and a focus on AI workflows, I work with law firms, in-house counsel, and legal operations teams to build custom AI solutions that improve efficiency. From automating routine tasks to enhancing document review, I translate complex AI capabilities into clear, usable workflows that legal teams can actually implement.

My journey into AI began when I helped launch one of the first micro-tools built with the OpenAI API, an AI email writer created before ChatGPT existed. Since then, I have led AI strategy at SaaS companies, trained teams on AI adoption, and implemented AI-driven systems.

I hold a certification from MIT in Artificial Intelligence for Business. My specialties include:
	•	AI workflow development for legal teams
	•	Prompt engineering for legal use cases
	•	AI training and enablement for internal teams
	•	AI tool audits and evaluations
	•	Aligning AI adoption with privacy, security, and compliance standards

Whether you’re exploring legal AI tools, automating intake, or building a knowledge assistant, I help legal teams implement AI in a way that is strategic, ethical, and aligned with business outcomes.

If you’re exploring AI for your firm or legal department, I’d be happy to connect and share ideas.


Head of Product Marketing

Peep Laja

CEO @ Wynter. 3x Founder. Insights over assumptions. Host of How to Win podcast.

Most of your future revenues are gonna come from future customers. 

If you knew *exactly* what your target customers

think about your category (and your company in particular),
what their top priorities and very big problems are,
what unsaturated channels they use to learn about solutions, 

this is what'd happen to your business:

- you'd nail your messaging, speaking exactly to their pain points
- your conversion rates would go up because your pitch resonates better,
- your CAC would go down as you'd use the right channels with the right message,
- you'd create more meaningful content that moves the dial,
- you'd be more deliberate and accurate in providing more value at every touch point,
- you'd know how to price your products to maximize willingness to pay,
- you'd know how to differentiate,
- you'd know where your go-to-market strategy is off, and could fix it. 
 
The beautiful thing?

You can know all of this with Wynter in under 48 hours.

Everyone is doubling down on AI. And most everyone hates the results.

We used Wynter to survey 50 B2B mid-market marketing leaders. 56% are increasing their AI budget in Q1.

But when you read the fine print, the mood isn't excitement. It’s frustration.

Actual quotes from the survey:

"Often AI turns out slop."
"My team is just bumbling through it."
"It's all garbage."

The disconnect is massive.

We have AI SDRs sending robot emails. AI content that sophisticated buyers smell instantly. AI ad variations that are uninspiring.

The problem isn't the technology. The problem is that we are trying to automate the thinking instead of the grunt work.

B2B buyers have excellent BS detectors. Your AI-generated email might save you 20 minutes. But if it costs you the deal, you optimized for the wrong thing.

Efficiency at the cost of effectiveness is just a faster way to fail.

Use AI to execute. Do not use it to think for you.

AI can't buy your software.

AI can't feel the pain of a broken workflow. It can't sit in a budget meeting and fight for your deal. It can't get burned by a competitor and carry that grudge into the next vendor search.

A human does all of that. And humans are weird.

An example: We surveyed 101 CMOs and VPs of Marketing on how they buy software, here are some things we learned:

Most CMOs still prefer buying through a sales rep. Not self-serve. Not a chatbot. They want a human to walk them through it. 

When a vendor leads with AI in their messaging, many buyers are less interested. They see it as hype. One marketing director told us flat out: "slightly less likely to consider them, sounds like hype, makes them doubt it all." 

A CMO at a PE-backed company told us their investment firm says "No one should be adding more people because AI is gonna deliver that extra capacity we need. I'm watching my budget get slashed while pipeline targets go up." 

That's not a sentiment you get from a synthetic persona. That's frustration with a very specific power dynamic.

A field marketing director shared that small roundtables are outperforming their big signature events and webinars. People want intimate, shorter, smaller. That's a nuance shaped by what happened in their org last quarter, not a general market truth an AI could infer.

This is the thing about B2B buyers.

Their decisions are shaped by internal politics, past vendor trauma, budget timing, org structure changes, what their CEO read on LinkedIn last week. 

An LLM doesn't have access to any of that. It can give you a plausible average. It can't give you the actual answer.

Use AI to analyze responses faster. Use it to write better survey questions. Use it to find patterns in data.

But when you want to know what your buyers actually think? Ask them.

A real buyer can tell you what you didn't expect. And the stuff you didn't expect is where the actual insight lives.

We surveyed 100 CFOs and VPs of Finance on how they buy software.

The first question: where do you START the vendor search?

→ 38% ask peers / their network 
→ 26% go to LLMs (ChatGPT, Claude, Gemini) 
→ 20% Google it 
→ 9% hit review/analyst platforms (G2, Gartner)
→ 7% go to known vendors directly 

Finance people trust their peers above everything else. LLMs have overtaken Google as the #2 starting point for software vendor search.

Here are examples of what the CFOs told us on how they use LLMs:

"When we are looking for a vendor, first I usually ask Gemini or ChatGPT to give me an overview of the available vendors, pros and cons."

"I would describe to a LLM the nature of my business, desired outcome, and experience in attempting to solve the problem to date and inquire for suggested solutions."

"Use LLM to produce a paper on options, feedback and cost. LLM will also help team to produce a tender pack."

These aren't early adopters. These are CFOs running the buying process.

What this means if you sell to the finance function:

1. Peers still dominate. Customer advocacy and CFO community presence aren't "nice to haves", they're your primary discovery engine.

2. Your SEO strategy alone won't cut it anymore. LLM visibility is now a parallel channel you need to win.

Cold outreach? Not even on this chart. Zero respondents said "I start by looking at my inbox." Zero.

The buying process is bifurcating:

Trust channels (peers, network) → for shortlisting 
AI channels (LLMs) → for market mapping 
Google → still there but no longer alone

taplio

The Battle

Alessandra Colaci ⚡️

Peep Laja

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taplio

The Battle

Alessandra Colaci ⚡️

Peep Laja

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Peep Laja's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScorePeep Laja's LinkedIn Performance