<p><strong>AI isn&#39;t just changing how we sell. It&#39;s changing how buyers make decisions before they ever talk to you.</strong></p><p><strong>Sam, Founder and CEO of Test Box, joins Sophie on GTMnow to break down exactly what&#39;s happening to the B2B software buying process right now, and what go-to-market leaders need to do about it immediately.</strong></p><p><strong>If you&#39;re a founder, CRO, or AE wondering why your pipeline feels different, this conversation will give you a clear framework for what&#39;s happening and what to do next.</strong></p><p><strong>What we cover:</strong></p><ul><li><strong>Why 70-80% of purchase decisions are already made before the first call (and it&#39;s accelerating)</strong></li><li><strong>The shift from discovery calls to validation calls, and how to prepare</strong></li><li><strong>CEO (AI-version of SEO): how LLMs are shaping what buyers believe about your product</strong></li><li><strong>The &quot;day one shortlist&quot; shrinking from 3-4 vendors to 1-2 vendors</strong></li><li><strong>Agent-to-agent procurement: Sam&#39;s timeline for when AI agents fully take over buying</strong></li><li><strong>Why the mid-funnel is actually getting longer, not shorter</strong></li><li><strong>The &quot;Fake Nothing, Prove Everything&quot; campaign that went viral post-Series A</strong></li><li><strong>How Test Box runs 15 AI experiments per week across the entire company</strong></li><li><strong>Using Google Vertex video analysis to read prospect body language on sales calls</strong></li><li><strong>How to build an AI-first culture without burning out your team</strong></li><li><strong>Books: The 15 Commitments of Conscious Leadership, No Ego, Courageous Marketing, Good to Great</strong></li></ul><p><br></p><p><strong>Timestamps:0:00 - Cold open</strong></p><p><strong>1:09 - What Test Box does</strong></p><p><strong>2:43 - How buying has changed</strong></p><p><strong>5:48 - What founders/CROs should do now</strong></p><p><strong>7:05 - GEO: AI version of SEO</strong></p><p><strong>9:02 - Why mid-funnel is expanding</strong></p><p><strong>21:17 - Agent-to-agent procurement</strong></p><p><strong>26:02 - All procurement by agents in 3-5 years</strong></p><p><strong>29:09 - How vendors differentiate beyond product</strong></p><p><strong>33:30 - The croissant campaign breakdown</strong></p><p><strong>45:50 - 15 AI experiments per week</strong></p><p><strong>47:10 - Analyzing prospects via video AI</strong></p><p><strong>48:29 - Building AI culture in your team</strong></p><p><strong>52:39 - Book recommendations</strong></p><p><br></p><p><strong>Guest: Sam Senior, Founder and CEO TestBox</strong></p><p><strong>Linkedin: </strong><a href="https://www.linkedin.com/in/samuelsenior/">⁠<strong>https://www.linkedin.com/in/samuelsenior/</strong>⁠</a><strong></strong></p><p><strong>Test Box:</strong><a href="https://www.testbox.com/">⁠<strong> https://www.testbox.com</strong>⁠</a></p><p><br></p><p><strong>Host: Sophie Buonassisi, SVP Marketing at GTMnow</strong></p><p><strong>LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/</strong></p><p><br></p><p><strong>Newsletter:</strong><a href="https://thegtmnewsletter.substack.com/">⁠<strong> https://thegtmnewsletter.substack.com</strong>⁠</a><strong></strong></p><p><strong>Visit us on:</strong><a href="https://gtmnow.com/">⁠<strong> https://gtmnow.com</strong>⁠</a><strong></strong></p><p><strong>Follow us on LinkedIn: / gtmnow</strong></p><p><strong>Follow us on X (Twitter):</strong><a href="https://x.com/GTMnow_">⁠<strong> https://x.com/GTMnow_</strong>⁠</a><strong> </strong></p><p><strong>Follow us on YouTube: / @gtm_now </strong></p><p><strong>Follow us on TikTok: / gtmnow_ </strong></p><p><strong>Follow us on Instagram: / gtmnow_  </strong></p><p><br></p><p><br></p>