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Forrester: The GTM Singularity Is Collapsing Traditional Go-To-Market Approaches

businesswire.com
FORR The article discusses Forrester's research on go-to-market strategies, highlighting the need for B2B firms to adapt to AI-enabled buyers. While the research itself is presented as important, the article doesn't offer a direct bullish or bearish outlook on Forrester as a company, but rather on the strategies it advocates.

Forrester: The GTM Singularity Is Collapsing Traditional Go-To-Market Approaches 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 and hands even more power to buyers.

As the GTM singularity takes hold, B2B firms must operate with a customer-obsessed go-to-market mindset and align their offerings to the outcomes their customers value. Forrester urges leaders to adopt a new GTM approach based on these ARC principles:

Additionally, Forrester outlines the following best practices for B2B leaders to thrive in the GTM singularity era:

“The GTM singularity is a reckoning for B2B leaders — forcing them to rethink their mandate entirely, including how they market, sell, and deliver their offerings to buyers to maximize customer value and drive business growth,” said Dave Frankland, event host, vice president, and research director at Forrester. “The impact of the GTM singularity will be seismic, requiring B2B firms to let go of entrenched practices and establish new ways of working. But it is also an opportunity for B2B leaders to rethink how they establish trust and build relationships with their prospects, clients, and beyond.”

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About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.