Most B2B organizations have experimented with AI. Far fewer have translated those pilots into a coordinated strategy that changes how marketing and sales identify opportunities, engage buying groups, allocate resources, and create pipeline.
In this session, Topher Stephenson will explore how B2B leaders can move beyond disconnected AI use cases and build AI into the foundation of their 2027 go-to-market strategy. He’ll explore how changing buyer behavior, connected data, intelligent agents, and real-time signals are reshaping audience strategy, campaign execution, sales and marketing coordination, and measurement.
Attendees will learn how to:
- Prioritize AI use cases based on their potential pipeline impact.
- Connect isolated AI experiments into coordinated GTM motions.
- Plan around buyer signals and buying groups, not static audiences and channels.
- Measure whether AI is improving pipeline outcomes, not simply increasing activity.
