The GTM Illusion Is Cracking — These Three Leaders Aren’t Waiting For The Collapse

For years, B2B organizations have tried to paper over structural go-to-market (GTM) cracks with new tools, new dashboards, and new plays. But AI has removed the illusion of foundational stability. Buyers are invisible until the moment they aren’t. Content is filtered through algorithms you don’t control. And “alignment” has become a corporate wish rather than an operating reality.

Most leaders know their GTM model isn’t built for what’s coming. Only a few are doing something about it. At B2B Summit North America, three guest speakers, each operating at the front lines of transformation, will challenge leaders to stop optimizing a system that no longer works and start building one designed for the GTM singularity.

This isn’t incremental change — it’s structural upheaval. And these leaders are treating it that way.

If Your Operating Model Can’t Keep Up, The Market Won’t Wait: Meredith Winczewski, Honeywell

As chief marketing officer for Honeywell’s Industrial Automation business, Meredith Winczewski leads marketing in an environment where change is constant and complexity is nonnegotiable. Her approach reflects a leadership stance that is becoming essential: Simplify decisions, unite the organization, and hold customer needs at the center even as autonomy rises and visibility declines.

Her Summit session, A Candid Look At Honeywell’s GTM Transformation, which she will present alongside Forrester VP and Principal Analyst Katie Fabiszak, explores how enterprises rewire GTM strategy when traditional structures no longer match how buyers learn, evaluate, and commit.

The session will reveal why transformation is not about new messaging or new tooling but rather about recalibrating how teams collaborate, how decisions get made, and how organizations earn trust in an AI-mediated world.

AI Isn’t Your Strategy — But It Will Expose Whether You Have One: Billy Hackenson, Cisco

AI has quickly become the accelerant exposing every fragile process inside the revenue engine. Few leaders understand this more deeply than Billy Hackenson, vice president of marketing strategy, planning, operations, and AI initiatives at Cisco.

Hackenson’s role puts him at the intersection of AI, operating models, and growth — a combination increasingly required for organizations seeking resilience in the face of GTM fragmentation. His work focuses on turning AI from an experiment into an organizational capability.

At B2B Summit, Hackenson, alongside Forrester Principal Analyst Rani Salehi, will explain why AI Won’t Fix Your Org Chart — Leadership Will. The session will challenge leaders to confront the structural gaps AI exposes and to redesign their organizations for adaptability, visibility, and alignment.

Hackenson brings a pragmatic view: AI can scale decisions and surface insight but only if the organization can absorb the change it unlocks.

When Complexity Becomes The Baseline, Integration Becomes The Leadership Skill: Catherine Daubert, ABB

The future of B2B growth belongs to leaders who can integrate across boundaries: functional, geographic, and technological. Catherine Daubert, head of global marketing for ABB’s Smart Buildings and Smart Power divisions, is one of those leaders.

Her background spans marketing, product, supply chain, and manufacturing, giving her a 360-degree view of what it takes to align global teams in environments shaped by continuous disruption. Daubert’s work centers on building cohesion in newly formed teams, managing through integration, and establishing the structures that support operational excellence.

Her B2B Summit session, Organizational Design Will Drive Your Operational Excellence, led by Forrester VP and Principal Analyst Laura Cross and featuring leaders from ABB, Capital One, and Trimble, surfaces a growing truth in B2B: In the era of the GTM singularity, org design is no longer an internal exercise — it is a competitive strategy.

Daubert’s perspective is especially relevant for leaders grappling with siloed teams, global coordination, and the need to unify the customer experience across touchpoints.

What These Leaders Signal About The Future Of GTM

Across their industries and roles, Winczewski, Hackenson, and Daubert embody the capabilities that B2B organizations will need most:

Strategic clarity amid complexity
AI fluency paired with operational discipline
Organizational integration as a foundation for growth
A commitment to aligning human and machine strengths

Their insights aren’t theoretical. They reflect the real decisions that leaders face as GTM structures collapse, buyer journeys accelerate, and AI reshapes how influence forms.

If You’re Waiting For The Market To Stabilize, You’re Already Behind

B2B Summit North America is built for leaders ready to stop optimizing yesterday’s model and start building tomorrow’s.

The agenda is anchored in the GTM singularity and brings together research-backed content, peer insight, and hands-on formats designed to help leaders shift from awareness to action.

Sessions featuring these guest speakers offer not just inspiration but guidance grounded in real transformation work — with additional guest speakers being added to the program.

If your organization is navigating disruption, confronting fragmentation, or preparing to scale AI across the revenue engine, these perspectives will help accelerate your path forward.

Join us in Phoenix on April 26–29 to learn from leaders shaping the next era of B2B growth. Registration is open for teams and individuals.