When the crew of Artemis II splashed down off the coast of San Diego on April 10, it marked the success of an ambitious effort to lay the groundwork for discoveries and possibilities for humans far beyond today. The crew’s mission was to verify modern human capabilities in deep space and pave the way for long-term exploration and science on the lunar surface.

Today at B2B Summit North America, we are launching our own mission, based on our latest research about the newest frontier in B2B: the go-to-market (GTM) singularity. Our mission? To equip companies to navigate the GTM singularity and pave the way for long-term growth and success in a dynamic, AI-powered buying landscape. While it may not be as captivating as astronauts and space travel, it is just as critical to the future viability of B2B companies navigating this new world.

Houston, We Have A Problem

How did we get here? The forces driving the GTM singularity have been taking shape over the past few years. At the macro level, GTM teams are operating amid sustained economic uncertainty, geopolitical instability, and the long tail of pandemic-driven disruption. At the buyer level, power has shifted. Buyers leverage their buying groups and networks and consume more information, faster than ever before. Add AI and agents to the mix, and the system shifts from complex to chaotic. Visibility collapses. Timelines compress. And long-standing GTM practices get exposed as increasingly ineffective.

Harness The Energy Or Get Left Behind

Welcome to the GTM singularity, a moment where long-standing GTM rules and models collapse under new and mounting pressures and entirely new ones emerge. This is a time of urgent, inevitable, and profound change. But while GTM singularity is not a choice, it’s also not all doom and gloom. Organizations have a choice on how they respond, and Forrester believes it represents a powerful opportunity for B2B companies to rethink how they grow — and emerge stronger.

Use ARC Principles To Define Your Growth Trajectory

Our research identifies three foundational principles required to thrive in the singularity era, what we call ARC principles:

  • Augmented: Human‑plus‑AI is now the baseline operating model. Amplify customer value by feeding buyer agents accurate, consistent content and aligning AI with real buyer needs.
  • Resilient: Static annual plans can’t survive AI‑accelerated markets. Flex resources continuously, ground decisions in customer obsession, and treat disciplined risk management as a core GTM capability.
  • Collaborative: Silos collapse trust, and AI quickly exposes inconsistencies. Prioritize shared data, unified metrics, and true interdependence across marketing, sales, product, customer success, and beyond the GTM team.

These principles would have been helpful at any time, but today, they’re no longer “nice to have.” They are imperative for any company that wants to not only survive but thrive in this new era.

The GTM singularity is not rocket science, but it is unfamiliar territory that will challenge our old ways of thinking and working. And like Artemis II, success will depend on modern capabilities, coordinated systems, and the discipline to operate differently than before. Seize the energy of this moment and use ARC as your navigation system to chart a new trajectory of growth — or ignore it and be left behind.