What CMOs Are Doubling Down On Now (And Why You Ought to, Too)

At G2, our Government Advisory Board (EAB) performs an important position in shaping our go-to-market technique. Comprised of visionary advertising and income leaders from the trade’s main B2B organizations, this group brings collectively voices from the frontlines – and we’re speaking in regards to the greatest challenges we’re going through – change.

We just lately hosted our second digital EAB session of 2025. And whereas the instruments and ways in our advertising stacks could range, the themes that emerged had been remarkably aligned—with buyer voice, AI adoption, and organizational design prime of thoughts for everybody proper now.

Listed here are 4 key takeaways from the session:

1. Buyer voice is the brand new development engine

Purchaser belief is more durable to earn (and simpler to lose) within the AI period. That’s why leaders throughout the board agreed: genuine buyer voice is the best lever now we have proper now.

CMOs shared how they’re doubling down on evaluations, peer proof, and customer-created content material — not only for demand gen, however as gasoline for all the funnel. G2 evaluations particularly had been referred to as out as high-impact belongings that speed up belief and shorten deal cycles.

However what struck me most was how expansive the “voice of the client” has change into. It’s not nearly testimonials or case research anymore; it’s a strategic driver throughout product validation, content material era, and even AI mannequin coaching. We’ve realized that the LLM’s favor authenticity and G2 is likely one of the prime reference websites that energy LLM’s solutions.

2. AI is shifting the way in which we execute (sooner is the one choice)

There’s been no scarcity of discussions about AI use instances over the previous yr, however our dialogue zoomed in on what’s really working.

One standout story got here from Wendy White, CMO at Daxko, who has constructed an inside AI content material engine that publishes over 120 weblog posts per week. That’s not a typo. Whereas that quantity received’t make sense for each enterprise, it illustrates the brand new velocity and scale that AI permits.

The group additionally mentioned a key philosophical shift — as Chandar Pattabhiram, Chief Go-to-Market Officer at Workato, put it: it’s now not about having a “human within the loop.” More and more, it’s “AI within the loop,” with people guiding and fine-tuning the output. That mindset is reshaping how groups take into consideration course of design and execution.

Nonetheless, throughout the board, leaders emphasised that human oversight stays important for sustaining high quality, consistency, and model belief – however AI brokers can speed up output in significant methods.

3. Gross sales enablement is getting smarter — and extra customized

Gross sales and advertising alignment is getting a tech-fueled increase, and AI is making it occur.

Meagen Eisenberg, CMO at Samsara, shared that her workforce constructed a customized GPT to deal with deep analysis forward of buyer conferences, remodeling work that after took hours into insights delivered in minutes.

She wasn’t alone. Different leaders additionally highlighted instruments like Google Gems and ZoomInfo Copilot, that are serving to gross sales groups prep sooner, observe up smarter, and ship extra customized worth all through the client journey.

Jennifer Reif, VP of International Income Advertising and marketing at Salesloft, described their new method as “gross sales enablement with out the friction.” That framing caught with me as a result of, on the finish of the day, nice enablement ought to really feel seamless for each the rep and the prospect and naturally built-in into the way in which we work

4. Groups are rethinking roles, not simply decreasing them

Apparently, regardless of the pressures many groups are beneath, few leaders on the decision had been actively chopping roles. As a substitute, they’re reassessing how work will get achieved and the place AI matches in.

One other instance was how one chief was shifting company and contractor work to in-house groups utilizing AI-driven processes. Others echoed this, sharing that AI fluency is turning into an anticipated talent set in hiring. Some firms are even piloting inside coaching packages and certifications to assist groups construct AI competency and keep aggressive in a quickly evolving market.

These shifts aren’t nearly effectivity. It’s about making ready groups to thrive in a future the place AI is embedded in how we work.

Innovating for an AI-first expertise

We closed out by previewing a few of G2’s newest product improvements—all designed to cut back the “latency loop” between a buyer’s evaluate and a enterprise’s income. These updates straight replicate the themes and challenges surfaced on this session: the necessity for sooner validation, richer insights, and extra versatile methods to activate the client’s voice.

I at all times go away our EAB classes energized and impressed, and this one was no exception. There’s an actual sense of momentum proper now — not simply in how we’re navigating change, however in how we’re shaping what comes subsequent.

At our Q2 Innovation Occasion we hosted earlier this week, we unveiled new AI-powered experiences — from reimagined evaluate assortment to on-demand purchaser intelligence — inbuilt direct response to what we heard from this group.

On behalf of all the G2 workforce, thanks to our Government Advisory Board members in your time, transparency, and partnership. Your insights are serving to us construct a greater future for B2B software program.

We hope you’ll be part of us on June seventeenth to see all of it in motion.

Let’s hold the dialog going. Join with our EAB members on LinkedIn: