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Report

The Impact of AI on Go-to-Market Strategies, Programs, and Investments

Generative AI is the latest in a line of disruptions, from e-commerce and mobile to cloud and social, that have rewritten how technology companies go to market. This report surveys executives, marketing and sales leaders, and customer success leaders at technology hardware, software, networking, and security firms, most with revenue above $500 million. It shows where leaders expect AI to hit hardest, how priorities differ between senior management and large enterprises, how go-to-market performance is likely to change, and the top areas of investment needed to deliver on the promise.