AI-Driven B2B Go-To-Market Transformation: A Strategic Investment Opportunity

The B2B go-to-market (GTM) landscape is undergoing a seismic shift, driven by AI’s ability to redefine how companies engage with customers, align cross-functional teams, and scale revenue operations. Forrester’s 2025 research underscores a critical inflection point: AI is no longer a supplementary tool but a foundational element of market leadership. As B2B buyers increasingly rely on AI-powered search tools like ChatGPT and Perplexity to evaluate solutions—often bypassing vendor websites entirely—organizations must adapt or risk obsolescence [4]. This transformation is not theoretical; it is already delivering measurable ROI for early adopters like Thoughtworks and AVEVA, whose strategies exemplify the power of AI-enabled martech and account-based marketing (ABM).

The ROI of AI-Enabled Martech and ABM: Lessons from Thoughtworks and AVEVA

Forrester’s recognition of Thoughtworks and AVEVA as B2B ROI Honors winners highlights the tangible benefits of integrating AI into GTM frameworks. Thoughtworks reengineered its martech stack to deploy an AI-powered marketing insights application, which delivers real-time reporting through a conversational generative AI interface. This innovation not only improved cross-functional alignment between marketing, sales, and product teams but also drove higher win rates and client retention [1]. Similarly, AVEVA’s ABM strategy—anchored in hyper-personalized, insight-driven experiences—demonstrated how AI can align marketing, sales, and customer success functions to deliver scalable, data-driven outcomes [1].

These case studies reflect a broader trend: AI is enabling B2B companies to move beyond fragmented automation toward integrated operating systems that prioritize customer-centricity. Forrester emphasizes that such strategies require optimizing content for generative AI, ensuring it is “authentic, specific, and quotable” to capture the attention of AI-driven buyers [4]. The result? Enhanced engagement, faster sales cycles, and revenue growth that outpaces traditional models.

Agentic AI: The Next Frontier in B2B GTM Efficiency

While traditional AI tools focus on task automation, agentic AI—autonomous systems capable of reasoning, adapting, and executing multi-step workflows—is redefining B2B GTM efficiency. Companies leveraging agentic AI report transformative results:
- 25% average revenue growth and 30% cost reductions in sales and marketing [1].
- 7x increases in conversion rates and 70% reductions in outbound costs through AI-driven lead qualification and personalized outreach [5].
- 30% shorter sales cycles and 20% higher conversion rates by automating repetitive tasks like data entry and lead routing [5].

These metrics underscore agentic AI’s ability to scale GTM efforts without proportional headcount increases. For example, Landbase’s GTM-1 Omni platform saved 100,000+ hours on prospecting work by deploying AI agents to autonomously identify high-intent leads and optimize outreach strategies [2]. Similarly, startups like Fathom have leveraged agentic AI to achieve $100M ARR with under 150 employees, proving its scalability [5].

Strategic Investment Imperatives: Prioritizing AI Maturity and Integration

Forrester’s research warns that only 17% of organizations are “true Leaders” in digital and AI maturity, a critical differentiator for capturing AI’s ROI [6]. Investors should prioritize firms that:
1. Embed AI into cross-functional operating systems: Companies like Thoughtworks and AVEVA demonstrate that alignment between marketing, sales, and product teams is essential for leveraging AI insights [1].
2. Adopt agentic AI frameworks: Platforms enabling autonomous, adaptive workflows—such as CrewAI and Orby AI—are redefining efficiency in lead generation, qualification, and customer retention [5].
3. Optimize for AI-driven buyer behavior: As zero-click search grows at 40% monthly, firms must create content that resonates with generative AI tools, ensuring visibility in AI-curated buyer journeys [4].

The financial stakes are clear: 91% of B2B leaders plan to increase AI spending in 2025, and 85% have already seen sales growth from AI-powered solutions [3]. Forrester’s predictions further emphasize that AI’s long-term value hinges on aligning data strategies with business goals, avoiding premature scaling back due to short-term ROI pressures [1].

Conclusion: Capturing the AI-Driven B2B Supercycle

The integration of AI into B2B GTM is not a fleeting trend but a structural shift. Thoughtworks and AVEVA’s success illustrates that AI-enabled martech and ABM strategies can deliver exponential ROI when paired with cross-functional alignment and agentic AI capabilities. For investors, the imperative is clear: target firms that are redefining GTM through intelligent autonomy, hyper-personalization, and data-driven integration. As Forrester notes, the next wave of market leadership will belong to organizations that treat AI not as a cost center but as a strategic engine for revenue growth [3].

Source:
[1] Forrester Names Thoughtworks B2B ROI Honors Winner ..., [https://www.stocktitan.net/news/FORR/forrester-to-recognise-b2b-return-on-integration-honours-and-b2b-m1nvszdi9ah5.html]
[2] How Agentic AI Powers B2B GTM for 10x Pipeline (2025), [https://www.landbase.com/blog/agentic-ai-in-go-to-market-how-autonomous-ai-agents-drive-gtm-processes]
[3] The Dawn Of A New B2B Sales Supercycle, [https://www.forrester.com/blogs/the-dawn-of-a-new-b2b-sales-supercycle/]
[4] Forrester: AI search is reshaping B2B marketing, [https://www.digitalcommerce360.com/2025/07/11/forrester-ai-search-reshaping-b2b-marketing/]
[5] Case Studies in Agentic GTM: Real-World Examples of How Autonomous AI Agents Boost Sales and Marketing Efficiency, [https://superagi.com/case-studies-in-agentic-gtm-real-world-examples-of-how-autonomous-ai-agents-boost-sales-and-marketing-efficiency/]
[6] Thoughtworks State of Digital and AI Readiness Report, [https://www.thoughtworks.com/about-us/news/2025/thoughtworks-state-of-digital-and-ai-readiness-report-]