The old go-to-market motion is losing signal
A CEO, founder, CRO or CMO returns from the summer break to a familiar pressure: pipeline targets have not paused, but the routes buyers use to research solutions have changed. Prospects can now ask ChatGPT or Perplexity for recommendations before they ever reach a comparison page, book a demo or speak to sales.
That creates a material go-to-market question for B2B technology, finance and real estate businesses: when buyers ask AI for the best provider, does your brand appear in the answer,and do you know why it does or does not?
Traditional activity alone cannot answer that question. Search rankings, content calendars and broad competitor lists do not show which brands LLMs recommend, where competitors have built an advantage, or which topics still offer room to grow. The new AI marketing discipline requires visibility data that can inform commercial decisions: where to focus content, which competitor gaps matter and how to connect market intelligence to marketing-qualified leads.
The scale of the opportunity is visible in the supplied market analyses. In asset management software, Adobe earns 2.5M AI referrals a month, while Adobe, ServiceNow, ManageEngine and Freshworks feature prominently in ChatGPT recommendations. The related market contains 1.6M monthly searches. In UK AI training, Deloitte has 23K pages of in-depth content and receives about 6.4K AI referrals a month, while other providers compete for the remaining opportunity across 1M monthly searches, including 0.1M in the UK.
These are not generic content lessons. They show why leadership teams need a current, evidence-based view of their AI search position before committing budget and resources.
Build the AI-first go-to-market system around evidence
An effective AI marketing and go-to-market plan starts with a benchmark, not an assumption. Establish how LLMs currently represent your category, which competitors they surface and where your brand is absent. Then translate that view into a defined set of actions for content, demand generation and commercial teams.
The available analyses demonstrate the components of this process. Both the Deloitte AI training report and the Adobe asset management software report include an LLM Share-of-Voice Benchmark, Competitor Content Gap, Priority Keyword Clusters and Quick-Win Growth Actions. Together, these elements help teams move from "we need more content" to clearer decisions about the themes, gaps and competitors that deserve attention.
For leaders building an internal capability, the video guide, Best Tools To Build Your Own Growth Strategy in LLMs & AI, provides the tool stack used to plan, track and grow visibility in LLMs and AI search. It covers the journey from a first audit through ongoing reporting,useful when the immediate objective is to build a repeatable intelligence process rather than pursue isolated tactics.
marllm brings this thinking into a platform-enabled agency model. Its recently shipped intelligence is positioned to drive marketing-qualified leads for customers, while supporting retention, cross-selling and new deals and revenue. The strategic value is in joining market intelligence to the go-to-market motion: identify the answer spaces that matter, develop the evidence and content needed to compete, and use reporting to keep priorities connected to demand.
Choose a practical next move for your growth plan
Start with the question buyers are already asking AI: what would they hear about your company and your competitors today? Review the LLM visibility benchmark and content gaps relevant to your category, then use priority keyword clusters to shape a focused go-to-market backlog.
For a structured introduction, attend the re-run of The New Go-to-Market Playbook for the AI Era webinar. The session has been improved following its first run, and October attendees will receive a certificate for the AI GTM session.
If your current go-to-market motion resembles the one that worked two years ago, take the practical route: book the free 15-minute consultation to discuss where AI marketing intelligence can strengthen your next growth decision. Teams and partners who see a fit can also explore marllm's platform-enabled agency offering; revenue share is available for partners who recommend the service to businesses.
