AI in Sales & GTM

Model Context Protocol (MCP)

Model Context Protocol is an open standard through which AI applications can connect to external tools, resources and prompts exposed by compatible servers.

Also known as: MCP

In a sales team

An assistant uses an approved connection to retrieve an account record or invoke a permitted CRM function.

Does MCP automatically make a CRM connection safe?

MCP provides a connection standard, not a sales method, automatic authorisation or a guarantee of safe behaviour. Server capabilities and access controls still matter.

What to check in practice

Check which operations are exposed, which user identity they run under and whether write actions require approval.

Related concepts

Tool calling
AI guardrails
GTM AI harness

For the broader explanation, read AI in B2B Sales and GTM: 60 Terms Explained.

Further reading: MCP official documentation.

Further readingAI in B2B Sales and GTM: 60 Terms Explained

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