Because the tempo of innovation accelerates, go-to-market (GTM) leaders are rewriting their playbooks at gorgeous velocity. Throughout G2’s newest assembly with our Government Advisory Board (EAB), we had the chance to debate how we’re going about it.
We coated the tendencies we’re seeing, challenges we’re going through, and the approaches and improvements that may gas our development. Our dialog revealed that the subsequent era of GTM success will come from combining Agentic-powered course of automation with high-quality knowledge and human-powered, customer-centric engagement.
Listed below are 5 core subjects we coated which can be priorities for our group, and must be for different leaders as nicely.
1. The rise of AI brokers: from experimentation to important infrastructure
AI brokers are not experimental—they’re changing into the spine of contemporary operations throughout the corporate. In response to current G2 analysis, almost 60% of firms have already adopted AI brokers, and a rising quantity have devoted multimillion-dollar budgets to scale them.
These brokers are evolving past automation to AI orchestration—techniques of brokers that may plan, act, and adapt throughout workflows. They’re redefining what productiveness means, delivering compounding effectivity positive factors with out human slowdown. For B2B firms, which means not simply sooner execution however measurable positive factors in speed-to-market, buyer engagement, and operational velocity. We’ll see ourselves orchestrate brokers, transitioning from “people within the loop” to make sure the outputs are right, to “people within the lead”, managing brokers and their workflows to supply work at an unprecedented tempo.
For GTM leaders, the takeaway is easy: the aggressive edge isn’t in adopting AI first—it’s in operationalizing it finest. Groups that redesign their processes and agentic techniques into gross sales, advertising and marketing, and buyer expertise are already setting new benchmarks for effectivity and innovation.
2. Belief as the brand new forex within the AI financial system
Belief has change into the one Most worthy forex within the age of AI. Whereas adoption is rising, many organizations nonetheless restrict autonomy for his or her AI instruments due to issues over accuracy, transparency, and model security.
This “belief hole” (as described by G2 Chief Innovation Officer Tim Sanders) is creating a brand new market dynamic: the emergence of agent guardrail administration options — platforms that monitor, consider, and certify AI brokers. These companies assist enterprises handle threat and efficiency, giving leaders the arrogance to deploy AI at scale.
For SaaS CMOs and product leaders, the message is evident: transparency builds belief, and belief drives adoption. The manufacturers that present clients and staff precisely how AI improves reliability, equity, and outcomes will earn long-term loyalty and outperform those who play it secure.
3. Product and Advertising and marketing convergence: a data-driven GTM mannequin
One other main theme was the convergence of product, gross sales, and advertising and marketing. The standard handoff between groups is dissolving as leaders align round shared knowledge, buyer insights, and efficiency metrics.
One EAB member shared they’re now holding weekly “bowtie conferences” that observe buyer journey phases from consciousness via renewal. This mannequin ensures visibility and accountability throughout each stage of the funnel, connecting site visitors, activation, and return on funding (ROI) knowledge in real-time.
By uniting GTM features via shared dashboards and intent alerts, B2B organizations are making a closed-loop system the place insights movement seamlessly between groups. The result’s sooner decision-making, smarter investments, and a seamless buyer expertise that feels cohesive from finish to finish.
4. Designing for agility: constructing groups round outcomes, not features
Pace has change into the brand new aggressive benefit. The best firms are rethinking how groups are structured, shifting from conventional useful silos to cross-disciplinary pods targeted on measurable outcomes.
At G2, this mindset reveals up in six-week dash cycles, steady iteration, and a tradition of experimentation. Groups are inspired to ship quick, study quick, and concentrate on delivering affect—not simply options. Many organizations are additionally tapping into new expertise swimming pools, buying AI-first startups as a technique to scale and produce extra entrepreneurial expertise into the enterprise.
The takeaway for leaders: agility have to be intentional. It’s not nearly transferring sooner; it’s about creating an atmosphere the place innovation, iteration, and suggestions compound over time.
5. Progress with out limits: rethinking how we measure AI affect
For a lot of, the worth of adopting AI was being measured in productiveness positive factors and price financial savings. That’s altering quick. Essentially the most profitable B2B firms now view AI as a development multiplier—a pressure that expands capability, accelerates studying, and permits completely new enterprise fashions.
As a substitute of asking how AI can cut back hours, GTM leaders are asking the way it can 3x (or 10x!) productiveness or minimize marketing campaign time-to-market by half. G2’s personal knowledge reveals that AI brokers are already driving measurable positive factors in buyer engagement, lead velocity, and income affect.
The hot button is to measure not simply effectivity however velocity and workforce multiples. These metrics seize how AI scales throughout the group. When groups concentrate on these, they cease seeing AI as a alternative for human effort and begin seeing it as an amplifier for human creativity.
The way forward for GTM is AI-native and human-centered
Reflecting on these tendencies and takeaways from our EAB conversations, it has change into evident that we’re dwelling in a time of main disruption, the place transformation is required. At G2, we see this transformation day-after-day amongst our clients and inside our personal groups. The businesses main this shift aren’t ready for certainty; they’re studying in movement.
And as AI continues to reshape how we work, purchase, and develop, one factor is evident: the way forward for go-to-market is already right here—it’s clever, built-in, and infinitely scalable. GTM excellence received’t come from choosing the proper device, however from cultivating the correct mindset that values velocity over perfection, collaboration over silos, and belief over management.
Wish to sustain with the tempo of AI? Listed below are a couple of assets:
And I’d like to increase a honest thanks to all EAB members who attended our 2025 offsite assembly and shared worthwhile insights to information our technique at G2, whereas all studying collectively.
- Karen Budell, Chief Technique and Partnerships Officer, Totango
- Tifenn Dano Kwan, CMO, Amplitude
- Rob Giglio, CCO, Canva
- Joan Jenkins, CMO, Mindtickle
- Holly Chen, VP of Progress Advertising and marketing, Samsara
- Bryan Regulation, CMO, SentinelOne
- Paul Logue, SVP and World Head of Insights, SAP
- Chandar Pattabhiram, Chief Go-to-Market Officer, Workato
- Wendy White, CMO, Daxko
- Rebecca Inexperienced, Director of Consumer Tales and Peer Evaluations, IBM
- Maura Rivera, CMO, Certified
- Peter Isaacson, CMO, Invoca
- Sanjay Kini, CCO, 6sense
