Source: Featured Blogs - Forrester
Forrester's analysis identifies a structural threat to traditional B2B go-to-market models: buyers increasingly use AI to conduct vendor research, negotiate terms, and validate claims independently—bypassing the educational and persuasion functions sales teams have relied on for decades. GTM teams that continue optimizing for sales rep touch points and information control will lose deal velocity to competitors who shift to technical enablement, customer references, and outcome-focused content that answers questions buyers are already asking their AI tools. The competition has shifted from other vendors to speed: whether a prospect's LLM can answer their question faster than your sales development rep can book a meeting.