Research and decisions · 2022–2025

The changes.
The decisions they leave us.

Four original source reviews, connected to the work a B2B team needs today.

Years below are the original sources’ dates. Each note is a current GTMhub interpretation, with its own publication record.

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2025
Field noteOutbound and ABM

Help the champion explain the decision

A useful resource gives a champion something the wider buying group can examine: the decision, evidence, ownership and what the first month involves.

Source 2025 · GTMhub method
2024
Field noteGTM engineering

A connector still needs company context

Connecting an assistant to a system makes data available. The company still needs definitions, decision rules and ownership before that access becomes useful GTM work.

Source 2024 · GTMhub method
2023
Field noteAI search and content

The buyer question became a search surface

Generated answers changed how a buyer can research a decision. A useful source answers the question, shows the evidence and makes the next decision easier.

Source 2023 · GTMhub method
2022
Field notePaid media

Attribution needs a qualified outcome

An attribution model divides credit. It cannot decide whether a conversion was useful to sales. Define that outcome before changing how credit is assigned.

Source 2022 · GTMhub method