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According to Demand Gen Report, B2B marketers have traditionally viewed conversion as a single event, such as clicking a 'Buy Now' button or handing off to sales, but this overlooks the broader evaluation process where buyers abandon deals due to issues like unclear pricing, slow pages, mandatory account creation, limited payment options, and procurement friction. Today’s buyers abandon transactions when these elements undermine confidence, as detailed in the report.
Forrester published a blog post on January 15, 2026, outlining the GTM singularity as a convergence of buyer autonomy and AI that collapses traditional go-to-market fault lines.
According to Forrester Sales Insights, buyers now rely on AI-powered search, deploy AI agents, consult expanded buying networks, and make decisions before sellers enter conversations. The post states that this creates a state of unpredictability where traditional rules no longer apply.