What is MCP in AI, and why does it matter for GTM? | Cognism

Model Context Protocol (MCP) is a standard that enables AI agents to connect with external data sources through a shared interface, rather than requiring a custom integration for every system. As more GTM tools add AI capabilities, MCP is increasingly appearing across sales, marketing, and RevOps platforms. For revenue teams, the real value lies in the ability to adopt new AI tools faster, reduce integration overhead, and keep data accessible as the AI landscape evolves, not the protocol itself.