Coming Soon · 2026

The AI-Ready
Buyer™

Laura Lake · Founder, AI-Ready Buyer™ Research

“By the time your sales team engages a prospect, 60–70% of the buying evaluation has already happened in places your pipeline doesn’t measure.”

A research-backed framework for understanding how AI-mediated buying decisions form before vendors enter the room — and what CMOs, CROs, and GTM leaders can do before revenue feels it.

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Coming 2026

The AI-Ready Buyer™

Laura Lake

B2B Strategy
Buyer Psychology
GTM Intelligence

What the book argues

Three claims every
revenue leader should hear.

The AI-Ready Buyer™ is not a book about AI tools. It’s a book about what happens to buying decisions when AI becomes the first stop in every B2B evaluation.

01

The funnel measures vendor activity, not buyer decisions

Traditional pipeline metrics track what vendors observe — clicks, opens, meetings. They don’t track where buying decisions actually form: in AI search results, peer networks, and internal deliberation that never touches your CRM.

02

The Silent Committee™ decides before you arrive

A self-service infrastructure of AI agents, peer channels, and collaboration tools has created a pre-purchase deliberation phase. By the time a buyer accepts a meeting, the shortlist is largely set.

03

Signal architecture is the new competitive moat

The companies winning in AI-mediated buying aren’t outspending on demand gen — they’re building coherent signal architecture across the seven surfaces AI agents and buyers use to evaluate vendors before any human conversation.

15+ named frameworks
inside the book

The Silent Committee™

Signal Architecture

Trust Layer Scorecard™

The Six Buying Conditions

Interpretation Drift

The Trust Hierarchy

The Invisible Scorecard

The Champion Problem

The Ghost Objection

The Coherence Diagnostic

The Priority Map

+More

About the author

25 years inside
the buying decision.

Laura Lake is an independent analyst and the founder of AI-Ready Buyer™ Research. She is the author of Consumer Behavior for Dummies (Wiley, 2009) and has spent 25+ years studying how B2B buyers actually make decisions — not how vendors assume they do.

Her work sits at the intersection of buyer psychology, AI systems, and go-to-market strategy. She has led digital strategy at a Fortune 40 technology company, pioneered MarTech solutions at a leading logistics firm, and published more than 1,500 articles reaching millions of practitioners.

The AI-Ready Buyer™ is the culmination of her research into how AI has restructured the pre-purchase phase of B2B buying — and what it means for every revenue team operating in this market.

About Laura
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