Lead Nurturing Competencies

AI is already reshaping how buyers discover, decide, and engage. The real opportunity now isn’t just efficiency — it’s redesigning GTM around measurable customer outcomes and using AI to deliver value where it matters most.

More programs don’t equal better outcomes. As buyer behavior changes, traditional channel-driven marketing programs are creating friction and inefficiency. This post explores Forrester’s research on marketing program orchestration and a practical workflow teams can use to reduce overlap and drive revenue impact.