If 2023 was the year marketers started experimenting with AI, 2025 is the year it starts rewriting the rules of how buyers discover, trust, and choose brands. In this new episode of GTM Innovators, I sat down with Michael Cole, SVP of Marketing at Everflow, to unpack one of the most quietly disruptive shifts happening in go-to-market today: what Michael calls Generative Engine Optimization (GEO). It’s not hyperbole to say we’re watching the end of long-tail SEO as we knew it. What comes n...| 3Sixty Insights, Inc.
In this video, Nick Biron from 3Sixty Insights shares a key insight from working with software buyers: features and functionality are no longer the primary differentiator, they have become table stakes. What really wins deals is how sales teams engage, listen, and respond during the buying process. Nick highlights a common pitfall: the “show up and throw up” demo, where vendors rush through features without interacting with the customer. Instead, he recommends interactive, consultative de...| 3Sixty Insights, Inc.
Last week, I wrote about the AI feature trap—how early-stage companies add AI to their products not because users need it, but because it sounds sophisticated. The farm implement metaphor from the Shelburne Museum struck a nerve: too many companies are picking up impressive-looking tools without understanding what problems they actually solve. But based on some emails I got (such language!), I feel compelled to make this statement: if you are building a native AI application, then you are n...| 3Sixty Insights, Inc.