Key Takeaways
- Most B2B organizations have tested AI, but few have turned pilots into a coordinated strategy that improves pipeline.
- A free Demandbase webinar on Oct. 26 at 2 p.m. ET will outline how to build AI into 2027 go-to-market (GTM) plans.
Most B2B organizations have experimented with AI. Content tools cut drafting time in half, and chatbots answer questions overnight. Yet for many teams, pipeline numbers haven’t moved.
The problem is coordination. One team buys a tool for email personalization, another tests predictive scoring and sales adds an AI assistant for call notes. Each experiment works on its own, but the tools don’t share data.
Pilot mode typically shows four patterns:
- Disconnected tools that solve one team’s problem and ignore the rest of the funnel
- Isolated data that never reaches the people who need to act on it
- Activity metrics that show a tool is busy, not that it drives revenue
- Unclear ownership that leaves no one accountable for scaling results
The outcome is more emails, more content and more dashboards, with the same pipeline.
How Buyer Behavior Changed the Requirements
B2B buyers now research independently, compare vendors before filling out a form and make decisions as buying groups. A single deal can involve finance, IT, operations and end users.
Each member of a buying group leaves signals, such as pricing page visits, competitor reviews, webinar attendance and category searches. When those signals sit in separate systems, teams miss them. When the data is connected, marketing and sales can see a buying group forming in real time and act before competitors do.
What the Webinar Will Cover
“Beyond the AI Pilot: Building Your 2027 GTM Strategy” takes place Oct. 26 at 2 p.m. ET. Topher Stephenson of Demandbase will explain how B2B leaders move past disconnected AI use cases. James Hickey of Demand Gen Report will moderate.
According to the organizers, attendees will learn how to prioritize AI use cases by potential pipeline impact, connect isolated experiments into coordinated GTM motions, plan around buyer signals and buying groups instead of static audiences and channels and measure whether AI improves pipeline outcomes, not just activity
Budget conversations for 2027 are underway now. Plans set in the coming weeks will decide whether AI becomes a growth engine or remains a line item that’s hard to defend. Organizations with a clear framework can show which use cases deserve funding, how to connect them across teams and how to measure results.
Registration Details
Beyond the AI Pilot: Building Your 2027 GTM Strategy registration is open now. Attendees can bring their toughest AI questions to the live discussion.
