Recent Research:
Research Agenda: 2026 Go-to-Market B2B
This 2026 Go-to-Market B2B Research Agenda explores how efficiency, authenticity, and AI collaboration are reshaping modern revenue organizations. Building on insights from 2025, this year’s focus highlights five major shifts: the move toward efficiency as the dominant GTM operating model, the growing importance of human-centered advocacy supported by AI, the evolution of precision demand creation, the rise of Customer Success as a revenue engine, and the transformation of search and discovery driven by generative AI. Together, these themes capture the key questions and opportunities facing GTM leaders in 2026 and invite continued community input to refine and validate their real-world impact.
Market Alert: Dayforce Expands Its Single AI Platform to Strengthen Enterprise HCM Capabilities
Dayforce, Inc. is strengthening its enterprise HCM offerings with AI-driven enhancements aimed at improving labor management, compliance, and productivity for large employers. With over 7,000 customers and a 98% retention rate, the company’s latest updates—Strategic Workforce Planning (boosted by Agentnoon acquisition), Dayforce AI Workspace, and Dayforce AI Agents—enable real-time workforce modeling, AI-assisted collaboration, and actionable insights embedded directly into HR, Pay, and Time workflows. These innovations reflect a strategic move toward a unified, AI-powered HCM platform that prioritizes interoperability, compliance, and scalability, supported by an expanded partner network including Deloitte, CGI, and HCLTech. The expansion exemplifies a broader industry trend of integrating AI into core HCM systems while balancing innovation with measurable ROI.
Amdocs, a global provider of IT and network services, needed a more scalable and compliant way to manage its growing population of freelancers and contingent workers across multiple regions. Following several acquisitions and an influx of more than 200 contractors in Ukraine, the company sought a unified solution to streamline onboarding, standardize rates, and reduce operational risk. After evaluating options, Amdocs selected Papaya Global’s Contingent OS platform, integrating it with SAP Fieldglass to centralize contingent workforce management, automate payments, and ensure compliance through Employer of Record and Agent of Record models. The result has been greater transparency, faster onboarding, consistent pricing, and improved efficiency, giving Amdocs confidence in its ability to support global client projects with specialized talent.
Analyst Insight: California Labor Laws and Compliance – Burden, Benchmark, or Competitive Advantage?
This Analyst Insight examines whether California’s reputation for being “difficult to do business in” is deserved, analyzing the state’s labor laws, enforcement practices, and economic performance in comparison to other U.S. states and global economies. While California’s workplace standards are undeniably complex and demanding, the analysis finds that many protections align with broader global norms and that the state’s strong economic output contradicts the idea that compliance stifles growth. The real challenge lies in outdated HR processes and insufficient technology—making modern compliance-focused HR solutions essential for turning regulatory complexity into a competitive advantage.
Analyst Insight: AI Goes Nuclear
AI’s growing energy demands are pushing major tech companies—and by extension, HR tech vendors—to invest in nuclear power as a scalable, low-emission solution. Generative AI consumes vastly more electricity than traditional web services, prompting firms like AWS, Google, Microsoft, and Meta to partner with reactor developers and utilities to secure reliable power. While nuclear offers predictable, carbon-neutral energy, challenges include long construction timelines, high upfront costs, and demand uncertainty. For HR tech, these developments may influence AI pricing, platform reliability, and vendor selection, making energy infrastructure a strategic factor in AI-driven HR solutions.
This infographic highlights how Cohere Health approached GTM maturity by prioritizing fit and adoption over feature-heavy technology. Instead of selecting high-cost ABM platforms like Demandbase or 6sense, the team chose a solution that matched their lean operating capacity, enabled a one-month implementation, offered out-of-the-box integrations, and preserved budget for actual execution such as advertising. The core lesson: GTM success isn’t about the most powerful tool—it’s about the right tool for where your organization is today.
Recent Articles:
California’s labor laws, often seen as a burden due to high wages, aggressive enforcement, and complex regulations, are increasingly a preview of trends spreading across the U.S. Much of the perceived difficulty stems from outdated HR systems struggling to keep pace with modern workforce expectations, especially among Millennials and Gen Z who demand higher protections and transparency. As compliance pressures rise, organizations that leverage HR technology—such as Mitratech, isolved, UKG, or Insperity—can turn regulatory complexity into a strategic advantage, improving productivity, trust, and long-term competitiveness.
Part 2 of this three-part series expands the conversation about California labor laws by placing them in a global context and examining their real-world effects. Compared with major Western economies like Canada and EU member states, California’s rules—though stricter than most U.S. norms—are actually middle-of-the-road internationally. The article explores how these regulations influence workers through stronger protections and higher baseline standards, while also highlighting persistent enforcement gaps that allow billions in wage theft to continue. For employers, the piece acknowledges the complexity, rising costs, and regulatory churn but notes that wage increases often have minimal effects on prices or jobs. Finally, it argues that California’s economic strength—driven by industry mix, innovation, and high productivity—demonstrates that robust labor standards need not hinder growth and may even reinforce a competitive, high-income economy.
This article examines whether California’s reputation as a challenging state for employers is grounded in fact or inflated by perception. It breaks down key areas where California’s labor and compliance standards exceed national norms—such as minimum wage, overtime rules, worker classification, climate reporting, and pay data disclosures—while comparing the state’s regulatory environment to others across the U.S. The piece highlights the tension between strong worker protections and the operational complexity they create, setting the stage for Parts 2 and 3, which will explore global benchmarks and evaluate whether these regulations ultimately hinder or strengthen businesses.
Small Gestures, Big Impact: Elevating Customer Experience in HR Technology
In conversations with HR tech end-users throughout 2025, a consistent theme emerged: when vendors appear similar on paper, service and genuine human relationships often become the deciding factors. This aligns with a concept shared in a video by Nick Biron, emphasizing the power of creating “moments that matter” in sales and customer service—small gestures and attentive listening that make customers feel heard and valued. Even a single team member’s negative interaction can overshadow an otherwise strong product, while thoughtful engagement can drive loyalty and revenue. Ultimately, the key takeaway is that building relationships requires more listening than talking, with empathy and attention turning routine interactions into meaningful connections.
As enterprises adopt AI, they’re rediscovering a core lesson from cybersecurity: trust must be earned, verified, and continuously monitored. Zero Trust principles—originally designed to protect networks by verifying every user and transaction—are now being applied to AI, guiding data minimization, source verification, and continuous monitoring of model outputs. By embedding transparency, auditability, and human oversight from the start, organizations can ensure AI enhances decisions rather than introducing risk. Ultimately, Zero Trust in AI shifts the focus from convenience to verification, protecting both data and the business decisions it drives.
Council Guest Post: CHRO Briefing – Applying Generative AI to the Workforce
The Council Guest Post explores how CHROs can strategically apply generative AI to the workforce, emphasizing that its impact is uneven and shaped by task, system, and structural realities. While some tasks can be fully automated, most work is accelerated or augmented, with human judgment, ownership, and values remaining central. The post highlights the importance of redesigning workflows, forging cross-departmental partnerships, and pacing adoption responsibly to capture productivity gains while preserving the human core of work. Ultimately, it positions GenAI adoption not as a technology project, but as a workforce transformation requiring careful leadership and governance.
Council Guest Post: HR Transformation – Continuous Improvement and Feedback Loops
This council guest post highlights the critical role of continuous improvement and feedback loops in HR transformation. It emphasizes that organizations must establish structured mechanisms to regularly gather and act on feedback from employees, managers, peers, and external benchmarks to enhance efficiency, employee experience, agility, and innovation. By defining clear objectives, fostering a culture of continuous improvement, and leveraging technology to monitor and refine HR practices, organizations can ensure their HR strategies remain relevant, effective, and aligned with evolving workforce needs, driving sustained organizational success.