Buyer will Self Learn 

• Buyers will continue to take control of their own learning and decision-making.

• The biggest shift won’t be technology — it will be how buyers independently research, compare, and decide without relying on sales.

Invisible AI

• AI will make buyer evaluation even more invisible.

• Buyers will quietly assess you long before you know they exist — making discoverable thinking essential.

Clarity First

• Buyers will expect clarity before they ever speak to sales.

• They won’t depend on sales teams for understanding — they will expect to learn the essentials upfront.

Tools won't give advantage

• Tools won’t create competitive advantage — but education will.

• Buyers will reward companies that teach, not promote. Your ability to educate will become the key differentiator as tools become identical across the market.

Teaching will outperform chasing

• Pipeline growth will shift from pushing to teaching.

• Buyers will favour companies that help them learn. Teaching will outperform calling, chasing, and traditional campaigns.

Buyers will seek proof

• Buyers will seek proof — not messaging

• They will trust evidence, examples, and demonstrated thinking over claims, testimonials and slogans