"Over the last five years, the business world has undergone a more dramatic transformation than it did in the entire decade before. Just as companies were adapting to permanent shifts in workplace dynamics, consumer behavior, and global economics - all sparked by the COVID-19 pandemic - generative AI emerged. This delivered a shock to business comparable to the internet revolution of the 1990s."
"Companies that once led the digital transformation now face an unexpected reality: their hard-won advantages are evaporating as competitors leverage AI to match the capabilities of much larger, better-funded teams. The playing field hasn't just leveled. It's been completely redrawn.Through months of market research focused on customer needs, HubSpot uncovered how growth-driving teams are responding to this new environment. They're abandoning linear playbooks in favor of go-to-market strategies that operate in an infinite Loop - a continuously adapting cycle of learning, experimenting, optimizing, and scaling."
"While every marketing textbook harps on the importance of documenting a unique value proposition (UVP), HubSpot found that only half (51%) of global marketers actually have one. The remaining 49% revealed the following: 39% say, "We have a general idea, but it's not formally documented." 8% say, "We have multiple competing value propositions depending on who you ask." 3% say their brand completely lacks brand positioning (documented or undocumented)."
Generative AI and pandemic-driven shifts have accelerated business transformation, erasing many previous digital advantages. Competitors now use AI to match capabilities of larger teams, fully redrawing the competitive playing field. Growth-driving teams are replacing linear playbooks with an infinite Loop go-to-market strategy: continuous cycles of learning, experimenting, optimizing, and scaling. A 2025 study of 1,800 brand professionals identified tactics that comprise the Loop Marketing Landscape and spotlight priorities for brands. Clear, documented brand positioning remains crucial but only 51% of global marketers have a documented unique value proposition; the remaining 49% vary from undocumented ideas to competing propositions or none at all.
Read at Hubspot
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