This tracks closely with what we’re seeing on the ground. As buying groups get larger and cycles get noisier, byer confidence becomes the real bottleneck and customer proof is one of the few things that consistently cuts through it.
What’s changing isn’t just that customer stories matter, but how they’re used. They’re no longer late-stage validation assets; they’re early and mid-journey credibility signals. Especially as AI-powered discovery pulls snippets, summaries, and sentiment into the research phase, authentic customer narratives become part of how buyers orient themselves before they ever talk to sales.
