How AI Killed the Discovery Call | Sam Senior, Founder & CEO of TestBox
Podcast: The GTMnow PodcastPublished On: Thu Apr 16 2026
Description: AI isn't just changing how we sell. It's changing how buyers make decisions before they ever talk to you.Sam, Founder and CEO of Test Box, joins Sophie on GTMnow to break down exactly what's happening to the B2B software buying process right now, and what go-to-market leaders need to do about it immediately.If you're a founder, CRO, or AE wondering why your pipeline feels different, this conversation will give you a clear framework for what's happening and what to do next.What we cover:Why 70-80% of purchase decisions are already made before the first call (and it's accelerating)The shift from discovery calls to validation calls, and how to prepareCEO (AI-version of SEO): how LLMs are shaping what buyers believe about your productThe "day one shortlist" shrinking from 3-4 vendors to 1-2 vendorsAgent-to-agent procurement: Sam's timeline for when AI agents fully take over buyingWhy the mid-funnel is actually getting longer, not shorterThe "Fake Nothing, Prove Everything" campaign that went viral post-Series AHow Test Box runs 15 AI experiments per week across the entire companyUsing Google Vertex video analysis to read prospect body language on sales callsHow to build an AI-first culture without burning out your teamBooks: The 15 Commitments of Conscious Leadership, No Ego, Courageous Marketing, Good to GreatTimestamps:0:00 - Cold open1:09 - What Test Box does2:43 - How buying has changed5:48 - What founders/CROs should do now7:05 - GEO: AI version of SEO9:02 - Why mid-funnel is expanding21:17 - Agent-to-agent procurement26:02 - All procurement by agents in 3-5 years29:09 - How vendors differentiate beyond product33:30 - The croissant campaign breakdown45:50 - 15 AI experiments per week47:10 - Analyzing prospects via video AI48:29 - Building AI culture in your team52:39 - Book recommendationsGuest: Sam Senior, Founder and CEO TestBoxLinkedin: https://www.linkedin.com/in/samuelsenior/Test Box: https://www.testbox.comHost: Sophie Buonassisi, SVP Marketing at GTMnowLinkedIn: https://www.linkedin.com/in/sophiebuonassisi/Newsletter: https://thegtmnewsletter.substack.comVisit us on: https://gtmnow.comFollow us on LinkedIn: / gtmnowFollow us on X (Twitter): https://x.com/GTMnow_ Follow us on YouTube: / @gtm_now Follow us on TikTok: / gtmnow_ Follow us on Instagram: / gtmnow_
The note was deleted
The note was saved
Your message was sent