Traditional go-to-market playbooks no longer work. Buyers now control 80% of their journey before ever talking to sales, and sellers are left struggling with outdated approaches.
In this episode of The Next Decision, Santosh Sharan, Co-Founder and CEO of Zeeb.ai, joins Jarie Bolander, General Manager & Executive Partner at Decision Counsel, to explore how B2B growth is shifting from seller-led to buyer-led.
We dive into:
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Why GTM playbooks have become commoditized and ineffective
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How buyer behavior has fundamentally changed over the past decade
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The rise of AI, agents, and buyer-led platforms
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Why endpoint solutions are dead and platform strategies matter
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The critical role of product marketing in the new landscape
If you’re a CEO, founder, or GTM leader, this episode will help you rethink growth strategy and stay ahead of the shift.
Links:
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Learn more about Zeeb.ai: LinkedIn
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Discover Decision Counsel: https://decisioncounsel.com
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