1. The rise of AI brokers: from experimentation to important infrastructure

2. Belief as the brand new foreign money within the AI economic system

Belief has turn into the only most useful foreign money within the age of AI. Whereas adoption is rising, many organizations nonetheless restrict autonomy for his or her AI instruments due to considerations 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 third-party agent guardrail companies — platforms that monitor, consider, and certify AI brokers. These companies assist enterprises handle danger and efficiency, giving leaders the boldness to deploy AI at scale.

For SaaS CMOs and product leaders, the message is obvious: transparency builds belief, and belief drives adoption. The manufacturers that present clients and workers precisely how AI improves reliability, equity, and outcomes will earn long-term loyalty and outperform people who play it secure.

3. Product and Advertising convergence: a data-driven GTM mannequin

One other main theme was the convergence of product, gross sales, and advertising. The standard handoff between groups is dissolving as leaders align round shared information, buyer insights, and efficiency metrics.

One EAB member shared they’re now holding weekly “bowtie conferences” that monitor buyer journey levels from consciousness by renewal. This mannequin ensures visibility and accountability throughout each stage of the funnel, connecting visitors, activation, and return on funding (ROI) information in real-time.

4. Designing for agility: constructing groups round outcomes, not capabilities

Velocity has turn into the brand new aggressive benefit. The simplest corporations are rethinking how groups are structured, shifting from conventional practical silos to cross-disciplinary pods targeted on measurable outcomes.

At G2, this mindset exhibits up in six-week dash cycles, steady iteration, and a tradition of experimentation. Groups are inspired to ship quick, be taught quick, and give attention to delivering influence—not simply options. Many organizations are additionally tapping into new expertise swimming pools, buying AI-first startups as a strategy to scale and convey extra entrepreneurial expertise into the enterprise.

The takeaway for leaders: agility have to be intentional. It’s not nearly transferring quicker; it’s about creating an setting the place innovation, iteration, and suggestions compound over time.

5. Development with out limits: rethinking how we measure AI influence

For a lot of, the worth of adopting AI was being measured in productiveness beneficial properties and price financial savings. That’s altering quick. Probably the most profitable B2B corporations now view AI as a progress multiplier—a drive 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 reduce marketing campaign time-to-market by half. G2’s personal information exhibits that AI brokers are already driving measurable beneficial properties in buyer engagement, lead velocity, and income affect.

The secret’s to measure not simply effectivity however velocity and workforce multiples. These metrics seize how AI scales throughout the group. When groups give attention to these, they cease seeing AI as a substitute 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 developments and takeaways from our EAB conversations, it has turn into evident that we’re dwelling in a time of main disruption, the place transformation is required. At G2, we see this transformation on daily basis 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 obvious: the way forward for go-to-market is already right here—it’s clever, built-in, and infinitely scalable. GTM excellence gained’t come from choosing the proper instrument, however from cultivating the suitable mindset that values velocity over perfection, collaboration over silos, and belief over management. 

Wish to sustain with the tempo of AI? Listed below are just a few sources:

And I’d like to increase a honest thanks to all EAB members who attended our 2025 offsite assembly and shared invaluable insights to information our technique at G2, whereas all studying collectively.