The old go-to-market strategies are dead, killed by AI. They were optimized for a different era. AI search came along, changed the medium and core tactics fell apart. Mark Stouse explains how that happened and what is the new way to do GTM.

There’s a big difference between manipulation and ethical persuasion. Manipulation is fooling people into believing you’re right. Ethical persuasion is explaining your position with facts and letting them decide for themselves. Manipulation can get you a sale, but ethical persuasion can get you a sale and a long-term customer. Kath Pay’s article with the whys and the hows is quite persuasive.

Constantine von Hoffman
Managing Editor

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What they're saying

• “Persuasion gets a bad rap. But persuasion — real persuasion — is not about tricking people. It’s about helping them. It still aims to change their minds but uses logic and reason and removes barriers or misunderstandings so your points are clear and understandable.” – Kath Pay in Real persuasion doesn’t require manipulation.

• “GTM operated like a factory: The more content we pushed, the more MQLs we scored and the more credit we took. But this model had a fatal flaw — it couldn’t distinguish between noise, impact, visibility and value. It worked for a while because buyers didn’t have better options.”  – Mark Stouse in How AI flipped the funnel and made GTM tactics obsolete.

From Search Engine Land