At G2our 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 concerning the largest 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 high of thoughts for everybody proper now.
Listed below are 4 key takeaways from the session:
1. Buyer voice is the brand new development engine
Purchaser belief is tougher to earn (and simpler to lose) within the AI period. That’s why leaders throughout the board agreed: genuine buyer voice is the simplest lever now we have proper now.
CMOs shared how they’re doubling down on critiques, peer proof, and customer-created content material — not only for demand gen, however as gas for the whole funnel. G2 critiques specifically had been referred to as out as high-impact property that speed up belief and shorten deal cycles.
However what struck me most was how expansive the “voice of the client” has grow to be. It’s not nearly testimonials or case research anymore; it’s a strategic driver throughout product validation, content material technology, and even AI mannequin coaching. We’ve realized that the LLM’s favor authenticity and G2 is likely one of the high reference websites that energy LLM’s solutions.
2. AI is shifting the best way we execute (quicker is the one possibility)
There’s been no scarcity of discussions about AI use instances over the previous 12 months, however our dialogue zoomed in on what’s really working.
One standout story got here from Wendy WhiteCMO at Daxkowho has constructed an inside AI content material engine that publishes over 120 weblog posts per week. That’s not a typo. Whereas that quantity gained’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 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 enhance, and AI is making it occur.
Meagen EisenbergCMO at Samsarashared that her group constructed a customized GPT to deal with deep analysis forward of buyer conferences, remodeling work that when took hours into insights delivered in minutes.
She wasn’t alone. Different leaders additionally highlighted instruments like Google Gems and ZoomInfo Copilotthat are serving to gross sales groups prep quicker, observe up smarter, and ship extra customized worth all through the client journey.
Jennifer ReifVP of International Income Advertising and marketing at SALESLOFTdescribed their new strategy 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 best way we work
4. Groups are rethinking roles, not simply lowering them
Curiously, regardless of the pressures many groups are beneath, few leaders on the decision had been actively slicing roles. As an alternative, they’re reassessing how work will get carried out and the place AI suits 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 ability 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 getting 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 scale back the “latency loop” between a buyer’s overview and a enterprise’s income. These updates immediately mirror the themes and challenges surfaced on this session: the necessity for quicker validation, richer insights, and extra versatile methods to activate the client’s voice.
I at all times depart our EAB periods 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 overview assortment to on-demand purchaser intelligence — in-built direct response to what we heard from this group.
On behalf of the whole G2 group, 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 a 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:
- Amber ArmstrongCMO at Salesforce Gross sales Cloud
- Karen BudellCMO at Torto
- Tifenn Dano KwanCMO at Amplitude
- Meagen EisenbergCMO at Samsara
- Rob GiglioChief Buyer Officer at Canva
- Shay HoweChief Technique Officer at ActiveCampaign
- Joan JenkinsCMO at MindTickle
- Sanjay kiniChief Buyer Technique Officer at 6sense
- Bryan RegulationCMO at SentinelOne
- Bobby PatrickCMO at UIPATH
- Chandra pattabhiramChief Go-to-Market Officer at Workato
- Jennifer ReifVP of International Income Advertising and marketing at SALESLOFT
- Wendy WhiteCMO at Daxko
