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Build the AI GTM Agent That Knows the Buyer - Dr. Sajjan Kanukolanu, Position2 (Position Squared)

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AI Engineer· published 2026-07-20· 0:26:26· en-US· indexed 2026-08-10 19:48

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Transcript

245 cues· 3,949 words· 21,641 chars

  1. 0:00 Hello.
  2. 0:02 We know that the modern B2B selling has evolved significantly.
  3. 0:06 The uncomfortable truth is that by the time the buyer reaches you, the decision is mostly made.
  4. 0:13 They've researched, compared, and probably shortlisted vendors or partners that they want to work with.
  5. 0:20 That may include you or your competitors.
  6. 0:24 This talk is about the architecture that lets GTM teams know the buyer more than they today.
  7. 0:32 My name is Sajan Khanukulanu.
  8. 0:34 I have 20 plus years experience across product, technology, and marketing.
  9. 0:39 At Position Squared, as the VP of Global Operations and Strategy, I lead the services teams and our AI native transformation from vision to positioning to deployment, where I work closely with our technology team.
  10. 0:54 We've launched 75 plus AI agents specifically for our clients, 18 plus vertical knowledge bases that power these agents, and we've had 800 plus runs per month.
  11. 1:07 And this is data as of month to date, June 2026.
  12. 1:11 By the time we get to the end of the year, I expect these numbers to increase significantly.
  13. 1:17 The interesting thing about GTM and AI is that many GTM teams try to bolt AI onto their existing stack or existing processes and workflows.
  14. 1:30 And therein lies the problem.
  15. 1:33 That approach itself is hindrance to scale.
  16. 1:37 The interesting thing though, is there are three different problems that GTM leaders and GTM teams have to solve in order to be successful in this AI era.
  17. 1:50 And these three are, number one, AI.
  18. 1:54 By just bolting AI onto your existing systems, AI doesn't really and cannot really find out who your buyer is.
  19. 2:03 It doesn't understand their role.
  20. 2:05 It doesn't understand their history.
  21. 2:06 It doesn't understand their intent.
  22. 2:08 Stand alone.
  23. 2:10 That's number one.
  24. 2:11 Number two is the integration itself.
  25. 2:14 The old GTM stacks may not necessarily be best positioned to capture all the intent signals and the data, the CRM context, context that the AI captures on its own and bring that all together.
  26. 2:27 So the systems today as they stand may be broken.
  27. 2:30 By putting AI on top of it is not going to help solve a problem.
  28. 2:35 The third is the architecture.
  29. 2:38 The underlying architecture has to evolve
  30. 2:42 with AI at the core.
  31. 2:44 And I'll talk about what I mean by that in a little bit, but the fundamental concept here is that with AI bolted on to your existing GTM systems, processes, and workflows, you will not be able to scale.
  32. 3:00 And most GTM deployments do not solve for all these three problems simultaneously.
  33. 3:07 You could accomplish one and two, but if three is not accomplished or you don't solve for number three, then you still have a problem.
  34. 3:14 So it is important that all these three problems are solved together.
  35. 3:18 And I will show you an architecture diagram in just a bit that's going to walk you through how we do it at position squared.
  36. 3:24 Another problem that we face is that with the buyer.
  37. 3:28 The buyers are constantly evolving.
  38. 3:31 And what I mean by that is by the time the buyer reaches out to you in today's world, they're not early stage.
  39. 3:40 They're actually late stage.
  40. 3:42 Here are some stats to prove that point.
  41. 3:45 94% of buyers use Gen AI as a primary research.
  42. 3:49 And these platforms are almost like a black box where we don't know what they consumed, what they read about, who they've investigated, if your organization is on top of that list or not.
  43. 4:02 And that is information that is from the Forrester 2026 research.
  44. 4:07 The second stat is about 67% of B2B buyers prefer a rep-free experience.
  45. 4:13 They don't want to talk to people as they make the decision.
  46. 4:18 80% of deals, very interesting statistic, 80% of deals go to the buyers who are part of the pre-contact list.
  47. 4:27 So essentially buyers have already made up their mind.
  48. 4:31 And the fourth and very vital stat here is only 17%, only 17% of the total buying time is spent talking with potential vendors.
  49. 4:41 What all these numbers tell us is the buyers do their research thoroughly.
  50. 4:46 They use various tools, including the GenII platforms.

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