At G2, our Government Advisory Board (EAB) performs a vital position in shaping our go-to-market technique. Comprised of visionary advertising and income leaders from the business’s main B2B organizations, this group brings collectively voices from the frontlines – and we’re speaking concerning the greatest challenges we’re going through – change.
We lately hosted our second digital EAB session of 2025. And whereas the instruments and ways in our advertising stacks might fluctuate, the themes that emerged have been remarkably aligned—with buyer voice, AI adoption, and organizational design high of thoughts for everybody proper now.
Listed below are 4 key takeaways from the session:
1. Buyer voice is the brand new progress engine
Purchaser belief is tougher to earn (and simpler to lose) within the AI period. That’s why leaders throughout the board agreed: genuine buyer voice is the best lever we’ve got proper now.
CMOs shared how they’re doubling down on critiques, peer proof, and customer-created content material — not only for demand gen, however as gasoline for the complete funnel. G2 critiques particularly have been referred to as out as high-impact belongings that speed up belief and shorten deal cycles.
However what struck me most was how expansive the “voice of the client” has turn out to be. It’s not nearly testimonials or case research anymore; it’s a strategic driver throughout product validation, content material era, and even AI mannequin coaching. We’ve realized that the LLM’s favor authenticity and G2 is likely one of the high reference websites that energy LLM’s solutions.
2. AI is shifting the best way we execute (quicker is the one possibility)
There’s been no scarcity of discussions about AI use circumstances over the previous yr, however our dialogue zoomed in on what’s truly working.
One standout story got here from Wendy White, CMO at Daxko, who has constructed an inside AI content material engine that publishes over 120 weblog posts per week. That’s not a typo. Whereas that quantity gained’t make sense for each enterprise, it illustrates the brand new velocity and scale that AI allows.
The group additionally mentioned a key philosophical shift — as Chandar Pattabhiram, Chief Go-to-Market Officer at Workato, put it: it’s now not about having a “human within the loop.” More and more, it’s “AI within the loop,” with people guiding and fine-tuning the output. That mindset is reshaping how groups take into consideration course of design and execution.
Nonetheless, throughout the board, leaders emphasised that human oversight stays important for sustaining high quality, consistency, and model belief – however AI brokers can speed up output in significant methods.
3. Gross sales enablement is getting smarter — and extra customized
Gross sales and advertising alignment is getting a tech-fueled increase, and AI is making it occur.
Meagen Eisenberg, CMO at Samsara, shared that her staff constructed a customized GPT to deal with deep analysis forward of buyer conferences, reworking work that after took hours into insights delivered in minutes.
She wasn’t alone. Different leaders additionally highlighted instruments like Google Gems and ZoomInfo Copilot, that are serving to gross sales groups prep quicker, comply with up smarter, and ship extra customized worth all through the client journey.
Jennifer Reif, VP of World Income Advertising and marketing at Salesloft, described their new method as “gross sales enablement with out the friction.” That framing caught with me as a result of, on the finish of the day, nice enablement ought to really feel seamless for each the rep and the prospect and naturally built-in into the best way we work
4. Groups are rethinking roles, not simply lowering them
Curiously, regardless of the pressures many groups are below, few leaders on the decision have been actively chopping roles. As an alternative, they’re reassessing how work will get finished and the place AI suits in.
One other instance was how one chief was shifting company and contractor work to in-house groups utilizing AI-driven processes. Others echoed this, sharing that AI fluency is changing into an anticipated ability set in hiring. Some corporations are even piloting inside coaching applications and certifications to assist groups construct AI competency and keep aggressive in a quickly evolving market.
These shifts aren’t nearly effectivity. It’s about making ready groups to thrive in a future the place AI is embedded in how we work.
Innovating for an AI-first expertise
We closed out by previewing a few of G2’s newest product improvements—all designed to cut back the “latency loop” between a buyer’s evaluate and a enterprise’s income. These updates instantly mirror the themes and challenges surfaced on this session: the necessity for quicker validation, richer insights, and extra versatile methods to activate the client’s voice.
I at all times go away our EAB classes energized and impressed, and this one was no exception. There’s an actual sense of momentum proper now — not simply in how we’re navigating change, however in how we’re shaping what comes subsequent.
At our Q2 Innovation Occasion we hosted earlier this week, we unveiled new AI-powered experiences — from reimagined evaluate assortment to on-demand purchaser intelligence — in-built direct response to what we heard from this group.
On behalf of the complete G2 staff, thanks to our Government Advisory Board members on your time, transparency, and partnership. Your insights are serving to us construct a greater future for B2B software program.
We hope you’ll be a part of us on June seventeenth to see all of it in motion.
Let’s maintain the dialog going. Join with our EAB members on LinkedIn:
- Amber Armstrong, CMO at Salesforce Gross sales Cloud
- Karen Budell, CMO at Totango
- Tifenn Dano Kwan, CMO at Amplitude
- Meagen Eisenberg, CMO at Samsara
- Rob Giglio, Chief Buyer Officer at Canva
- Shay Howe, Chief Technique Officer at ActiveCampaign
- Joan Jenkins, CMO at MindTickle
- Sanjay Kini, Chief Buyer Technique Officer at 6sense
- Bryan Legislation, CMO at SentinelOne
- Bobby Patrick, CMO at UiPath
- Chandar Pattabhiram, Chief Go-to-Market Officer at Workato
- Jennifer Reif, VP of World Income Advertising and marketing at Salesloft
- Wendy White, CMO at Daxko
