Forrester: The GTM Singularity Is Collapsing Traditional Go-To-Market Approaches
Forrester Research, Inc. (FORR)
Last forrester research, inc. earnings: 2/13 04:05 pm
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Source: Business Wire
Unveiled at B2B Summit North America, Forrester’s GTM singularity research urges B2B leaders to shed old go-to-market principles as buying gets more complex PHOENIX & CAMBRIDGE, Mass.--(BUSINESS WIRE)--Forrester’s (Nasdaq: FORR) latest research, The GTM Singularity Is Here, unveiled today at B2B Summit North America, is a clarion call to B2B leaders across marketing, sales, customer success, and product functions to finally discard decades-old go-to-market (GTM) practices and embrace a new ARC (augmented, resilient, and collaborative) GTM approach that engages today’s AI-enabled buyers and customers.Despite years of volatility driven by changing buyer behavior and unprecedented information access, B2B firms have failed to change how they engage with buyers — clinging to ineffective marketing practices such as impersonal mass emailing, marketing-qualified lead obsession, gated content, and siloed teams. AI is quickly making these practices untenable as it transforms buyer journeys a
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