B2B Reads: AI Visibility, Sales Motions, and CX That Drives Decisions

Summary

Some of our favorite B2B sales and marketing posts from around the web this week.

Happy 4th of July! Every Saturday morning we share some of our favorite B2B sales & marketing posts from around the web from the last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know.

The Rip-and-Replace Pitch Is Out of Step With Today’s Buyers by Gene De Libero, MarTech
The “tear out your stack and start over” pitch assumes buyers are ready to bet 18 months on a rebuild. Most aren’t. Gene De Libero breaks down why the default martech sales motion has lost its footing and what buyers actually want instead.

AEO Changes What Content Is Worth Creating by Lisa Gately, Forrester
If you want to show up in AI-generated answers, you need to be worth citing. Lisa Gately’s take: AEO isn’t an optimization play. It’s about original research and expert insight that gives AI a reason to reference you.

AI Visibility Depends on Who Writes About Your Brand by Shama Hyder, MarTech
High search rankings don’t translate to AI citations. What drives your brand’s presence in AI-generated answers is who’s writing about you. This piece walks through how to measure visibility across AI platforms and where to focus.

How AI-Native Companies Are Scaling on a Direct Enterprise Sales Motion by GTMnow
Legora hit $100M ARR in 18 months. Sierra reached a $100M run rate in 21 months with 40% of the Fortune 50. Neither is a self-serve product. Sophie Buonassisi breaks down the direct enterprise sales motion helping AI-native companies grow at PLG speed.

If CX Doesn’t Change Decisions, It Doesn’t Matter by Martin Gill, Forrester
Too many CX programs are full of dashboards that don’t change anything. Martin Gill’s argument: the organizations pulling ahead aren’t measuring experience better, they’re using CX as a direct input to investment priorities and decisions.

Have a wonderful, safe holiday weekend and thank you for reading! If you have B2B news sources you rely on we’d love to hear about them. Please share them with us.