AI isn't just changing how we sell. It's changing how buyers make decisions before they ever talk to you.

Sam, Founder and CEO of TestBox, joins Sophie on GTMnow to break down exactly what's happening to the B2B software buying process right now, and what go-to-market leaders need to do about it immediately.

If you're a founder, CRO, or AE wondering why your pipeline feels different, this conversation will give you a clear framework for what's happening and what to do next.

What we cover:

Why 70-80% of purchase decisions are already made before the first call (and it's accelerating)
The shift from discovery calls to validation calls, and how to prepare
CEO (AI-version of SEO): how LLMs are shaping what buyers believe about your product
The "day one shortlist" shrinking from 3-4 vendors to 1-2 vendors
Agent-to-agent procurement: Sam's timeline for when AI agents fully take over buying
Why the mid-funnel is actually getting longer, not shorter
The "Fake Nothing, Prove Everything" campaign that went viral post-Series A
How TestBox runs 15 AI experiments per week across the entire company
Using Google Vertex video analysis to read prospect body language on sales calls
How to build an AI-first culture without burning out your team
Books: The 15 Commitments of Conscious Leadership, No Ego, Courageous Marketing, Good to Great

Timestamps:

0:00 - Cold open

1:09 - What TestBox does

2:43 - How buying has changed

5:48 - What founders/CROs should do now

7:05 - GEO: AI version of SEO

9:02 - Why mid-funnel is expanding

21:17 - Agent-to-agent procurement

26:02 - All procurement by agents in 3-5 years

29:09 - How vendors differentiate beyond product

33:30 - The croissant campaign breakdown

45:50 - 15 AI experiments per week

47:10 - Analyzing prospects via video AI

48:29 - Building AI culture in your team

52:39 - Book recommendations

Guest: Sam Senior, Founder and CEO TestBox

Linkedin: ⁠https://www.linkedin.com/in/samuelsenior/⁠

TestBox:⁠ https://www.testbox.com

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Host: Sophie Buonassisi, SVP Marketing at GTMnow

LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/

Newsletter:⁠ https://thegtmnewsletter.substack.com

⁠Visit us on:⁠ https://gtmnow.com

⁠Follow us on LinkedIn: / gtmnow

The GTMnow Podcast
The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.

The GTMnow Podcast
The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.

Visit gtmnow.com for more episodes and other interesting content.