Forrester unveiled its GTM Singularity research at B2B Summit North America, framing a clarion call for marketing, sales, customer success and product teams to discard decades-old go-to-market tactics. It highlights unprecedented buyer access to information and volatility as drivers necessitating a shift to AI-enabled engagement models.

The ARC framework emphasizes three principles: augmented operations connecting human teams to AI buyer and seller agents; resilient planning cycles anchored in real-time customer needs instead of annual updates; and cross-functional collaboration requiring unified prospect and customer views across marketing, sales and customer success teams.

Key best practices include designing personalized, ungated content optimized for both human buyers and AI answer engines, adopting a return-on-objective approach that ties metrics directly to customer goals, and integrating buyer agents as active participants in the buying network to amplify customer value.