AI Go-To-Market Strategy: Why the B2B Sales Funnel is Dead

Episode notes

Go-To-Market Strategy is undergoing a fundamental shift as autonomous agents begin to influence the B2B buying journey. In this episode of The B2B Revenue Executive Experience , host Cory Cotten-Potter sits down with Adrian Rosenkranz , CRO at Webflow , to discuss why traditional revenue models are breaking and what must replace them. Drawing on leadership roles at Salesforce and Webflow, Adrian offers a clear-eyed view of how Revenue Operations must evolve to meet the "dual reality" of modern commerce: human intuition and machine discoverability. Moving Beyond the Traditional B2B Sales Funnel For decades, the B2B sales funnel has served as the North Star for growth. But Adrian argues that this linear model is no longer compatible with how buyers actually behave. In an era where AI agents crawl and interpret website data before a human ever reaches out, the funnel gives way to a simpler, more agile framework built around two realities: discoverability and conversion. Discoverability asks how well your brand is indexed and understood by both human researchers and AI systems. Conversion asks how effectively you turn that digital discovery into a high-trust customer relationship.

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