We are experiencing a fundamental shift in GTM, not just because of AI, but because Inbound and Outbound no longer deliver the growth needed.
The future will be shaped at a high level by three core engagement models: Product-Led Growth (PLG), Human-Led Growth (HLG), and AI-Led Growth (AILG). More importantly, buyers will not pick just one; they will move seamlessly between these models, deciding how and when they engage—whether through making a self-service call (PLG), being educated through AI-powered insights (AILG), or an in-person whiteboard meeting (HLG) for expert help.
The companies that win won’t be the ones that sell better—they will be the ones that make buying better.