Five AI Signals GTM Leaders Should Be Paying Attention to in 2026

Posted on January 20, 2026January 20, 2026 by Kyle James

In December, I had a conversation with Matthew Stein on the Agent.ai podcast about AI predictions for 2026. The discussion ranged across models, platforms, media, economics, and some fairly bold ideas about where things might break or consolidate next. On the surface, it was framed as a set of predictions. But as I revisited that conversation, what stood out was something more practical. Almost everything we talked about shows up directly in the day-to-day reality of go-to-market teams. Not as abstract future bets, but as signals that are already shaping how GTM leaders think about tooling, trust, productivity, and ROI. These are the same tensions I hear in conversations with CROs, CMOs, RevOps leaders, and heads of customer success who are trying to make sense of AI while still hitting numbers. So rather […]

Efficiency, Precision, and Discovery: Lessons from Vanillasoft’s Marketing Leaders

Posted on December 4, 2025December 3, 2025 by Kyle James

As part of our ongoing Go-to-Market (GTM) Research, I recently sat down with Jeannie Zaemes, Senior Vice President of Marketing, and James Bishop, Vice President of Marketing at Vanillasoft, for an open conversation about how marketing and GTM strategies and programs are evolving. Vanillasoft is a leader in sales engagement and lead management, giving marketing and sales teams a structured and consistent way to reach prospects, respond quickly, and convert more opportunities. The platform helps organizations streamline outreach, focus on the right accounts, and run GTM programs that are both efficient and precise. By unifying workflows and surfacing actionable signals, Vanillasoft enables customers to turn data into real discovery and momentum in their pipeline. What unfolded was a candid discussion about the state of modern marketing and how efficiency, data precision, and […]

Monthly Research Recap | October 2025

Posted on November 3, 2025October 31, 2025 by 3Sixty Insights Editorial Team

Recent Research: Market Alert: UKG and Google Cloud Deepen Partnership to Accelerate Agentic AI in HR, Pay, and Workforce Management UKG has expanded its partnership with Google Cloud to accelerate the deployment of agentic AI across its HR, payroll, and workforce management solutions. By integrating Google’s Gemini models, BigQuery, and AlloyDB into its UKG Bryte AI agents, the company aims to deliver real-time, data-driven insights that enhance productivity and simplify daily work for employees and managers alike. This move positions UKG at the forefront of a broader industry shift toward embedded, interoperable AI ecosystems—transforming AI from a support tool into an active collaborator in workforce operations while reinforcing its commitment to security, transparency, and ethical governance. Case Study: How Sparus Strengthens Compliance and Safety with […]

The New Rules of Discoverability: Michael Cole on GEO, Partnerships, and Authentic Content

Posted on October 29, 2025October 31, 2025 by Kyle James

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 next will fundamentally change how companies think about visibility, partnerships, and human-created content. Below are three themes from our conversation that stood out, offering just a glimpse of what we covered in the full episode. 1. The Rise of Generative Engine Optimization […]

GTM Innovators: The GEO Playbook – How Partner Marketing Fuels AI Discoverability with Michael Cole

Posted on October 27, 2025October 27, 2025 by Kyle James

In this episode of GTM Innovators, host Kyle James sits down with Michael Cole, SVP of Marketing at Everflow, to explore how Generative Engine Optimization (GEO) is redefining the rules of search and discoverability. As AI tools like ChatGPT and Gemini become the new front doors to information, long-tail SEO is giving way to a world driven by citations, partnerships, and authentic content. Michael shares how leading brands are adapting—building relationships with publishers, rethinking affiliate strategies, and creating human-led content that fuels visibility across AI-powered ecosystems. If you’ve ever wondered what replaces SEO in the age of AI, this conversation is your new playbook. Subscript to GMT Innovators Series on the following platforms: SoundCloud: https://soundcloud.com/research-859405782 YouTube: https://www.youtube.com/playlist?list=PLsoV6fwX4cpGR2Hg98rc1e1k2-cOqCbhb Spotify: https://open.spotify.com/show/1gvDzcl0jxpPIfu9WYu6U4 iHeartReadio: https://iheart.com/podcast/258127960/ Pandora: https://www.pandora.com/podcast/gtm-innovators/PC:1001097038 iTunes: https://podcasts.apple.com/us/podcast/gtm-innovators/id1790738579 Amazon: https://music.amazon.com/podcasts/1b000615-31cc-49dd-a5d8-f80d5098bf2d/gtm-innovators […]

GTM Innovators: Building GTM Trust Through Analyst Relations with Chris Manfredi

Posted on August 11, 2025August 12, 2025 by Kyle James

In this episode of GTM Innovators, Kyle James sits down with Chris Manfredi, Global Director of Analyst Relations at Sprout Social, to explore the power of analyst relations as a trust-building force in go-to-market strategy. With over a decade of experience navigating firms like Gartner, Forrester, and IDC, Chris shares how AR serves as a strategic connective tissue across product, marketing, sales, and the C-suite. From managing 1,500+ analyst touchpoints a year to synthesizing insights for executive decisions, Chris offers a behind-the-scenes look at what makes AR truly impactful, especially in today’s AI-driven, insight-saturated landscape. Whether you’re new to AR or looking to take your program to the next level, this conversation is packed with practical wisdom, human-centric perspective, and bold ideas for the future. […]

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