Competitive Insights

Industry trends, case studies, and competitive perspectives. See how AI adoption reshapes buying groups, sales cycles, and market dynamics across industries.

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    The AI-Shaped Buyer Journey and the Limits of Funnel Thinking

    ByLaura Lake

    The Gap: The Buyer Didn’t Break the Funnel — They Outgrew It For years, GTM teams have operated around a comfortable narrative: buyers move neatly from awareness → consideration → decision. But modern buyers don’t behave in stages — especially in an AI-shaped buyer journey. They loop, revisit, hesitate, and reframe the problem long before…

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    How AI Copilots Redefine Competitive Advantage

    ByLaura Lake

    Buyers are using AI to evaluate you before you know they’re looking. Most companies find out when Q4 closes wrong.

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    AI Intent Data: What It Tells You — and What It Can’t

    ByLaura Lake

    AI intent data tells you where buyers have been — but not what they concluded. What B2B sales and marketing teams need to know about the signals that actually matter.