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