ABOUT THIS EPISODE
B2B go-to-market models are under pressure from every direction: AI-powered buyer autonomy, expanding buying networks. collapsing funnels, and fragmented tech stacks.
As a result, B2B marketing is approaching a "GTM Singularity."
In this episode of the Beyond B2B Marketing Podcast, host Lee Odden talks with Dave Frankland, VP and Research Director at Forrester, about some of the major changes transforming B2B marketing, sales, and customer strategy - and why legacy revenue models are about to break.
As the opening keynote speaker and host of Forrester's B2B Summit North America, Dave explains why the singularity in GTM singularity is not about AI replacing humans, but about the pressures forcing GTM norms to collapse and new models to emerge. From AI-driven buyer autonomy to the rise of buying networks and answer engines, this conversation dives in to what senior marketing leaders must rethink now to stay visible, trusted, and relevant.
You'll hear insights on:
- Why "buying has become an act of confirmation, not selection"
- How AI search and buyer autonomy are eroding traditional funnel visibility
- What "trusted discovery" means in an AI-mediated world
- The risks of siloed AI adoption across marketing, sales, and customer success
- Why strategy-to-execution alignment is the real GTM transformation challenge
- Forrester's predictions for influencer investment, decentralized content creation, and marketing accountability
- How B2B leaders should approach AI governance and human-AI orchestration
If you are a B2B marketer esponsible for marketing, revenue, brand, customer growth, or GTM strategy, this episode offers both the strategic framing and practical shifts you'll need to navigate what comes next in B2B.
Episode Timeline:
00:00 - Introduction to GTM Singularity and the forces driving change 08:50 - Systemic shifts in B2B buyer behavior 19:20 - The GTM crisis: broken funnels, misaligned incentives, and siloed data 22:00 - Defining the GTM Singularity 25:12 - "Buying is an act of confirmation, not selection" 29:56 - The visibility vacuum and trusted discovery 33:00 - Human + AI alignment and orchestration 39:29 - Strategy and execution fusion in GTM transformation 42:24 - 2026 predictions: content decentralization, influencer growth, brand shifts 50:50 - How to get the most out of the 2026 B2B Summit North America event
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