Forrester says GTM singularity forces B2B firms to abandon traditional go-to-market tactics

• Forrester published research warning “GTM singularity” is undermining traditional B2B go-to-market models as AI reshapes buying journeys.
• Report urged B2B leaders to drop mass email-led tactics, MQL-driven demand generation, gated content strategies, siloed execution.
• Framework called ARC go-to-market model, built around augmented use of AI agents, resilient planning anchored in customer needs, cross-functional collaboration.
• Forrester advised companies to redesign content for answer engines and buyer agents, expand ungated information, sharpen segmentation.
• Research pushed shift in performance measurement toward “return on objective” metrics tied to customer outcomes rather than engagement signals.

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