The last 15 years in B2B marketing have been marked by transformation: from the dawn of inbound to the rise of RevOps, ABM, and intent data. Each wave demanded new strategies, tech stacks, and team structures.
Now, we’re at the edge of a new inflection point: the AI-first era.
In the a July 2025 webinar "Re-Architecting Your GTM Strategy for the AI-Driven Buyer," Jonathan Burg (SVP of Revenue at New Breed) provided a clear-eyed view of what’s changing—and what to do about it.
Spoiler: there’s no going back. But there is a path forward.
The image above compares two distinct eras of B2B go-to-market strategy.
On the left, you’ll recognize the old, linear journey. This model was grounded in predictable flows: push out content, gate some of it, score leads, and hand them to SDRs for structured follow-up. It was clean. It was trackable. And for a while, it worked.
But as the speakers emphasized, the buyer’s journey has changed—fast.
On the right, we see the AI-first journey: non-linear, personalized, and driven by third-party platforms and predictive signals. Today’s buyers:
Trust is no longer built on forms and drip campaigns. It’s built through context, credibility, and content delivered at the right time and channel, often before you even know they’re in market.
And with tools like 6sense, HubSpot, and AI agents like HubSpot's Prospecting Agent, companies can now identify predictive intent signals and deliver personalized journeys at scale.
The inbound playbooks we all grew up with? They’re not broken: they’re just outdated.
This isn’t about starting over. It’s about re-architecting smarter.
See how leading revenue teams are adapting in real-time—catch the full webinar here.
If you’re still optimizing around top-of-funnel content and hoping buyers follow a straight path to demo, it’s time to rethink your map. Today’s journey is fluid, influenced by outside voices and AI recommendations—not your pipeline architecture.
Action Steps:
Focus on how they buy, not how you sell.
With your new journey mapped, it becomes easier to spot what’s missing.
Common friction points include:
You don’t need to fix every gap at once. Start with your most impactful opportunities.
“Don’t get overwhelmed. Be comprehensive, but prioritize,” Jonathan advised.
Modern GTM strategies demand integrated systems. If your data is siloed or your AI capabilities are disconnected from action, you’ll fall behind.
Must-haves for an AI-powered stack:
Hackathons, cross-functional working sessions, and capability audits can help teams move faster and smarter.
Technology alone won’t win this transformation—your team has to evolve with it.
Key cultural traits for AI-era teams:
Innovation happens when teams connect. And in this new landscape, speed and alignment win.
AI is not just another tool in the tech stack: it’s a catalyst for deep change across how buyers behave and how companies engage them. The question is not whether your GTM strategy will evolve. It’s how quickly and effectively you can re-architect it.
As the webinar made clear: the opportunity is massive. The playbook is changing. And the time to act is now.
Start with your journey. Spot the gaps. Activate the right tools. And most importantly, build a culture that’s ready for what’s next.
See how leading revenue teams are adapting in real-time—catch the full webinar here.