Buyers now use AI to arrive with a full research dossier on your product, pricing, and competitors. This changes the GTM role from persuading customers with clever messaging to enabling their decision-making. The new focus is helping buyers quickly experience your product's value on their own terms.

Customers are hesitant to trust a black-box AI with critical operations. The winning business model is to sell a complete outcome or service, using AI internally for a massive efficiency advantage while keeping humans in the loop for quality and trust.

In a confusing and rapidly evolving AI landscape, the most effective partners don't just implement solutions; they provide clarity. Their primary role is to help customers understand what is possible, bridging the gap between current business problems and potential AI-driven outcomes, thus solving problems before any technology is deployed.

Enterprises struggle to get value from AI due to a lack of iterative, data-science expertise. The winning model for AI companies isn't just selling APIs, but embedding "forward deployment" teams of engineers and scientists to co-create solutions, closing the gap between prototype and production value.

SMB owners are not asking for technologies like AI by name. They are asking for outcomes and efficiency. B2B marketers should position advanced features not as 'AI' or 'video tools,' but as embedded, invisible solutions that make a marketing hour more impactful. The goal is to provide tools that a business owner can naturally use to get a return, without needing to become a technology expert.

A powerful framework for the human-AI partnership: AI provides the "intellectual capacity" (data, options, research), but the salesperson must serve as the "intellectual activator." Their irreplaceable role is applying strategic judgment and critical thinking to activate the information AI provides.

Instead of pursuing complex, open-ended consulting projects, partners can scale more effectively by creating productized, "turnkey AI" offerings for specific business units like legal or marketing. This approach lowers the adoption barrier for customers by delivering predictable results for a defined use case, making it easier to sell into departments or smaller businesses.

Similar to how "born in the cloud" MSPs disrupted the channel ecosystem, a new category of "born in AI" partners is now emerging. These specialized firms are built from the ground up to deliver AI solutions. Legacy partners must adapt by building or acquiring AI practices to compete with these new, highly focused players.

To successfully sell complex solutions like process automation and AI, resellers must first apply these principles internally. By re-engineering their own business to an MSP model, they gain the experience and credibility needed to guide clients through a similar journey, moving from vendor to trusted advisor.