Stampli’s product marketing team just pulled off a product launch that should have taken weeks — in about six weeks total, with roughly 166 hours of production work eliminated along the way. The procure-to-pay platform used OpenAI’s Codex and ChatGPT Work to ship Deep Finance, its executive spend intelligence product, from prototype demo to public launch while design contractors were already booked on other priorities.
The numbers tell the story. Stampli estimates the Deep Finance go-to-market and content production workflow would have consumed about 243 active role-hours without Codex. With it, the team logged approximately 77 hours — a 3.16x speedup. Codex handled everything from a seven-part blog series and launch emails to a webinar deck, paid social creative, a PR Newswire release, the web page, and sales enablement materials. It even produced roughly 90% of the launch’s hero animation before a contractor finished the opening scene and final formatting.
What’s more interesting is that this wasn’t a one-off crunch. The same infrastructure runs Stampli’s product marketing day to day. Historically, keeping help center articles, presentations, and one-pagers current meant interviewing product managers, digging through Jira tickets, and parsing GitHub repos. Now a GPT-powered system pulls from product systems and meeting notes automatically. Melad Zahedi, Director of Product Marketing, says the automations have “multiplied the output of a small team by 10x,” pushing out hundreds of content pieces weekly where the team previously managed just a couple.
Zahedi also uses the tools as a “second brain” for executive meetings. In one session, a question about metrics scattered across HubSpot and other systems came up. Someone queried Codex mid-call and got an answer in about 20 seconds. “This is something that would’ve taken our FP&A team half a day to put a report together,” Zahedi said. That’s the pattern worth watching: the hours saved aren’t going into more content production — they’re being redirected toward advising VPs and C-suite leaders on product and corporate strategy. Teams across product, customer success, sales, and enablement are now using ChatGPT, which suggests the bottleneck isn’t the technology anymore. It’s whether leadership knows what to do with the strategic capacity that suddenly opened up.
