AI is making buyer journeys non-linear and compressed. Instead of a linear funnel, GTM strategy must shift to a continuous, customer-centric "flywheel" model. Buyers conduct deep research upfront, making direct sales engagement optional for some and requiring an always-on, value-first approach.
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.
Before launch, product leaders must ask if their AI offering is a true product or just a feature. Slapping an AI label on a tool that automates a minor part of a larger workflow is a gimmick. It will fail unless it solves a core, high-friction problem for the customer in its entirety.
AI search tools like Perplexity and ChatGPT train their models on community forums like Reddit. If your competitors are actively discussed and advocated for in these spaces, AI search will recommend them over you. Therefore, fostering authentic community advocacy is now an essential part of your search strategy.
While pipeline is important, the real signal of a successful AI-driven business is the depth of customer engagement. Are customers expanding beyond their initial use case? Are developers integrating your tool into core workflows? Are communities actively discussing you? These leading indicators show a stronger foundation than top-of-funnel metrics alone.
To foster genuine advocacy with technical audiences, you must go beyond swag. Grant them a sense of ownership by incorporating their ideas into the roadmap and providing APIs to extend the product. Then, make it incredibly easy for them to share their creations and be sure to celebrate their contributions publicly.