AI Is Everywhere In GTM. Customer Value Isn't. - Forrester

You bought the AI tool. Your team ignored it. Now it sits there costing $200/month while the hype keeps getting louder. That's not a you problem. That's a focus problem. Forrester just published som

You bought the AI tool. Your team ignored it. Now it sits there costing $200/month while the hype keeps getting louder.

That's not a you problem. That's a focus problem.

Forrester just published something worth paying attention to. Their finding: AI is everywhere in sales and marketing, but actual customer value is missing. Companies are measuring clicks, leads, and pipeline activity — all while losing sight of whether any of it helps customers make better decisions.

Here's why that matters to you. Most AI tools are built to generate more activity, not better outcomes. So when you buy one and nothing changes, it's usually because the tool was solving the vendor's problem, not yours.

The shift Forrester is pointing to is simple but powerful: stop measuring engagement, start measuring value delivered to the customer.

One place to start this week — pick one customer-facing process (a follow-up sequence, a proposal, an onboarding step) and ask: does AI make this more valuable for the customer, or just faster for us? That question alone will tell you whether a tool is worth keeping.

Small lens. Real clarity.

What's the one AI tool your team was supposed to use but quietly abandoned?

#AIStrategy #BusinessGrowth #SmallBusiness #AIForBusiness

Original Source

This requires shifting from engagement-based metrics like MQLs and marketing-based pipeline, which are weak signals in an AI-driven buying environment ...