Most B2B Teams Are Optimizing for the Moment Influence Ends

saraboostani

Last week, we shared the release of our new research — AI-Driven Go-to-Market: How B2B Go-to-Market Teams Find, Prioritize, and Engage Buyers.

Every organization we surveyed uses AI for GTM, but only 1 in 3 rely on predictive models to do it.

The rest are running rules-based logic (or a combination of rules and models) with humans defining the conditions AI operates within. And the assumptions those teams are encoding are the same ones the field has operated on for decades: that buying intent reveals itself through individual-level signals, that the form fill is where the journey begins, and that the moment a buyer identifies themselves is what matters. Instead, that is where influence is often no longer possible.

By that point, buyers have spent 6 to 8 months of a typical 12-month buying journey in silent deliberation, ranked their shortlist and chose a favorite that will go on to win the deal nearly 8 out of 10 times. Most organizations are optimizing for the moment influence ends rather than the moment it begins — and two thirds are building that assumption directly into their AI.

AI is everywhere. But the lead-centric model is too.

Read the full report here

@Kerry

Kerry

If you read this line and it feels a bit devastating, you are reacting to it appropriately.
"Most organizations are optimizing for the moment influence ends rather than the moment it begins — and two thirds are building that assumption directly into their AI."