AI has dramatically transformed Go-to-Market (GTM) strategies, fundamentally dismantling the traditional model centered on volume, correlation, and metrics. The old approach emphasized SEO, content marketing, and multi-touch attribution, often failing to evaluate genuine buyer intent and value. With the rise of AI search, brands can now deliver targeted, relevant content that sidesteps established GTM tactics, thus exposing the weaknesses of the classic metrics-driven funnel. As potential buyers find better answers without conventional pathways, marketers must adapt to this paradigm shift or risk becoming obsolete.
AI's jujitsu move on Go-to-Market strategies demonstrated how it didn't break the funnel, but allowed it to break under its own force.
For two decades, GTM strategies relied on SEO, click tracking, and funnel metrics to gauge marketing effectiveness, ultimately revealing their incapacity to discern true value.
With the emergence of AI search, traditional metrics lost importance, and marketing began to operate in a context where buyers could bypass established systems.
AI search shifts focus from ranking to retrievability, challenging marketers to adapt or risk disappearance in an evolving marketplace.
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