Adapting your GTM to win the AI-driven buyer

Monday’s stand-up starts with a mystery: our dream prospect — an enterprise logo we’d flagged as a high-fit target months ago — just signed with a competitor. No one recalls seeing them in HubSpot, no inbound signals, no SDR pings.

By the afternoon Slack huddle, we’ve got answers. Perplexity, G2 and our BI dashboards confirm what we missed: the buyer compared us and a rival, and the rival won. No form fills. No demo requests. Just a trail of anonymous research and AI-assisted discovery.

Buyers don’t browse anymore. They consult AI agents, private peer Slacks, review sites and quick-search snippets — often before our pixel even fires. Keep optimizing for clicks and forms and you’re cleaning windows no one’s looking through.