The Buyer-Led Future: Why GTM Playbooks Are Broken With Santosh Sharan The Next Decision podcast

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The Buyer-Led Future: Why GTM Playbooks Are Broken with Santosh Sharan

8d ago 32:21

MP3•Episode home

Traditional go-to-market playbooks no longer work. Buyers now control 80% of their journey before ever talking to sales, and sellers are left struggling with outdated approaches.

In this episode of The Next Decision, Santosh Sharan, Co-Founder and CEO of Zeeb.ai, joins Jarie Bolander, General Manager & Executive Partner at Decision Counsel, to explore how B2B growth is shifting from seller-led to buyer-led.

We dive into:

Why GTM playbooks have become commoditized and ineffective
How buyer behavior has fundamentally changed over the past decade
The rise of AI, agents, and buyer-led platforms
Why endpoint solutions are dead and platform strategies matter
The critical role of product marketing in the new landscape

If you’re a CEO, founder, or GTM leader, this episode will help you rethink growth strategy and stay ahead of the shift.

Links:

Learn more about Zeeb.ai: LinkedIn
Discover Decision Counsel: https://decisioncounsel.com

4 episodes

#Business #Marketing #Decision Counsel