In today’s B2B landscape, buying behaviour has changed — but most GTM strategies haven’t. 🔹 87% of buyers now self-educate before engaging with sales🔹 Only 3% of your total addressable market is actively in-market at any given time🔹 And yet, most go-to-market teams are still running campaigns based on static
It’s easy to assume that someone engaging with your content is automatically ready to buy. But here’s the catch, not all interest equals buying intent. And if your team is treating every click, download, or visit the same way, you’re likely wasting time and budget on leads that just aren’t
Sales and marketing teams have always chased the same goal: finding the right prospects, at the right time, with the right message. But here’s the reality — traditional funnels can’t keep up with how buyers actually behave today. Buyers are in control. They self-educate. They switch channels. They ghost for
