The Ground is Shifting Beneath Our Feet The pace of change in B2B marketing has reached a fever pitch. What took years to evolve now transforms in months. In 2024 alone, AI adoption in marketing jumped from 61.4% to 69.1% of marketers¹, while 72% of organizations now use AI in at least one business function—up from just 55% the year before². But here's what the headlines miss: this isn't just about new tools. It's a fundamental reshaping of how marketing works, who does what, and what skills matter most. At Forabilis, we've been living in this transformation for the past year. We've seen our processes evolve, our output multiply, and our team become more efficient than ever. Yet paradoxically, our core value proposition has never been stronger. Here's why. The Great Consulting Disruption The writing is on the wall across professional services. McKinsey deployed 12,000 AI agents and cut 5,000 jobs, reducing their workforce from 45,000 to 40,000³. The Big Four consulting firms are slashing entry-level positions while maintaining senior strategy roles⁴. The pattern is clear: AI is eliminating the "doers" while amplifying the value of the "thinkers." This transformation mirrors what we're seeing in marketing. The tactical execution—the data entry, the basic research, the template-based content creation—is being automated away. But the strategic thinking, creative conceptualization, and business acumen? Those skills are more valuable than ever. Enter the GTM Engineer Clay, the data enrichment platform that recently reached a $3.1B valuation, has popularized the role of the "GTM Engineer"—professionals who sit at the intersection of technical skills, high emotional intelligence, and sales ability⁵. These specialists can build complex automation workflows, integrate multiple data sources, and execute sophisticated outreach campaigns. The median GTM Engineer salary? $160,000⁶. Companies are paying premium rates for technical execution talent. But here's the critical insight:
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