RESEARCH REPORT
The New
Go-to-Market Standard forB2B Selling
About this research
What GTM leaders need to win today
In B2B sales, Information is abundant, but judgement is scarce. Buying groups are more technical, with more stakeholders involved to challenge or stop a decision. Sellers face greater scrutiny and need to do more than present information: they need to help buyers interpret what matters, weigh competing priorities and build a case others can trust.
Research conducted by NewtonX for Seismic found that 75% of senior leaders trust human guidance more when it conflicts with AI-generated information. Drawing on insights from 200 C-suite and senior leaders, this report explores what buyers need to move forward—and how GTM leaders can equip sellers to combine their own judgement with trusted AI to win customers’ confidence.
What you'll learn
- More information does not mean greater confidence. Buyers still need help interpreting what matters to their business.
- Human judgement carries weight. 75% of senior leaders trust human guidance more when it conflicts with AI-generated information.
- Broader buying groups make confidence harder to build. Decisions face scrutiny across technical, financial and risk priorities, yet buyers often move forward without full confidence.
- Buyers need guidance they can act on. Sellers help them challenge assumptions, weigh trade-offs and apply insight to their business.
- The business case must withstand scrutiny. Clear value, credible assumptions and evidence help buyers defend a decision.