AI may make marketing faster, but speed alone won’t create a 2027 growth advantage. The AMA’s 2026 research points to a larger shift: execution is becoming abundant while strategy, judgment and orchestration move upstream. For CEOs and CMOs, the question is no longer how much AI you deploy. It’s whether your GTM system can see where demand may form before competitors do.

Companies continue to invest heavily in sales training. Better discovery. Better prospecting. Better qualification. Better opportunity management. Better negotiation. Better account planning. Better coaching. The assumption underneath that investment is straightforward: If we improve seller capability, revenue performance should improve. That assumption deserves closer examination. Not because sales training does not matter. It does. But because buyer behavior, seller roles