Today’s buyers don’t move neatly through a linear funnel — they self-educate, validate through peer communities, consult AI tools, and enter sales conversations later and more informed than ever. In this session, we’ll unpack how buying behaviour has fundamentally shifted, what that means for positioning, enablement, and launch strategy, and how PMMs must adapt their GTM approach to meet buyers where they actually are — not where legacy funnel models assume they’ll be. Key learnings: - How AI, peer research, and anonymous evaluation are reshaping the buyer journey — and why the traditional funnel no longer reflects reality - How to adjust messaging, proof points, and enablement to support non-linear, multi-threaded buying decisions - Practical ways PMMs can design GTM programs around modern buying signals rather than outdated stage-based assumptions