This post was originally published on LinkedIn.

... and it definitely hit a nerve (110 comments). But the issue isn't so much the silo. It's what we may start calling "Context Drift"

Where the context AI is using evolves over time, both from:

• Human updates (which are generally slow-ish to change) e.g. new ICP criteria from product marketing, new messaging from the CMO, etc
• AI updates (which can change rapidly) e.g. AI fine tuning ICP based on Closed Won analysis, deep research, what is working, etc

So the important reality we need to adapt to is that, as the context DRIFTS over time, you need a mechanism to keep all the little silos aligned.

In the comments people called out some options like Octave, Actively AI, GitHub, etc.

All solid options to essentially create a context layer that can be leveraged by AI tools, agents, and workflows.

But, I think one of the most practical things you can do now is a CONTEXT AUDIT.

Map out where important context lives that is being leveraged by AI. For example:

CLAY & SIGNAL TOOLS:

• 12-15 different Clay tables with ICP prompts baked into columns
• Account scoring prompts with outdated persona info
• Contact research workflows using old ICP criteria

CRM, MAP & SALES TOOLS:

• Lead scoring rules from 8 months ago
• Territory assignment automation
• Automated email sequences with persona assumptions
• Meeting prep prompts
• Sales chat AI tools with their own ICP context

MARKETING STACK:

• Campaign targeting rules in MAP
• Content generation prompts
• ABM platform account selection

AI AUTOMATION:

• Workato/n8n workflows with ICP filtering
• N8N automations doing account research
• Custom GPT assistants built for account qualification

AI AGENTS

• Agents created by Claude Code to do research
• Agents scanning the internet for signals for target accounts

Once you know the scale of the problem you can invest appropriately in the context layer that will try to solve the problem.

But if you let this get too out of control now it's going to be a massive pain to get sorted later on.

Easier said than done, though, most companies may already have got to the point where the silos are out of control and will be difficult to rein in.