GTM OpsDemand Gen ReportVictor's pick
Forrester Report Calls for New GTM Approach by B2B Leaders
analysts are always late, so this is kind of obvious, but it does indicate the rapid maturation of new approaches
- Forrester declares 'GTM singularity' moment where AI makes traditional B2B practices (MQLs, gated content, mass email, siloed teams) untenable
- Proposes ARC framework: Augmented (AI agents in GTM), Resilient (dynamic vs annual planning), Collaborative (unified customer view across teams)
- Contrarian positioning: treat buyer AI agents as members of buying committee, supply them with relevant content rather than gate it
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