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 Job Description Most Go-to-Market Teams Don’t Have Yet

    ByLaura Lake

    AI answer engines have been forming your shortlist for at least two years. The CMO sees content, the CCO sees earned media, Sales sees the pipeline after the verdict is already in — but no one is accountable for reading what AI actually decided in the middle. This piece names the missing seat on the org chart and writes the job description for the AI Buyer Behavior Analyst: the role that reads what AI is saying about you and turns those signals into pipeline decisions.

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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.