GTM Singularity: Dave Frankland on Reinventing Go-To-Market for an AI World

Episode notes

B2B go-to-market models are under pressure from every direction: AI-powered buyer autonomy, expanding buying networks. collapsing funnels, and fragmented tech stacks. As a result, B2B marketing is approaching a "GTM Singularity." In this episode of the Beyond B2B Marketing Podcast , host Lee Odden talks with Dave Frankland, VP and Research Director at Forrester, about some of the major changes transforming B2B marketing, sales, and customer strategy - and why legacy revenue models are about to break. As the opening keynote speaker and host of Forrester's B2B Summit North America, Dave explains why the singularity in GTM singularity is not about AI replacing humans, but about the pressures forcing GTM norms to collapse and new models to emerge. From AI-driven buyer autonomy to the rise of buying networks and answer engines, this conversation dives in to what senior marketing leaders must rethink now to stay visible, trusted, and relevant.