AI is reshaping the way buyers behave. They move fluidly between digital and in-person channels, research on their own terms, and expect every interaction to feel timely and connected. Today, most buyers prefer digital-first engagement, and they notice when experiences fall short.
Even with strong teams and good intentions, it’s easy to miss the mark. Content lands out of sync. Signals slip by. Event engagement fizzles into fragmented follow-ups. The result? Stalled pipeline and missed opportunity.
That’s where orchestration comes in. To meet buyers where they are, and move at the speed and relevance they expect, sales and marketing teams need more than just campaigns. They need plays: repeatable, proven motions that turn insight into action.
IDC’s omnichannel experience playbook lays out five field-tested plays designed to solve today’s biggest go-to-market (GTM) challenges. And for those ready to go deeper, the AI Supplemental Guide shows how to layer in personalization, integration, and innovation so you can move from reactive to real-time.
Where should you start? Not every team faces the same roadblocks. Some struggle with nurture streams that stall. Others see event ROI fall flat. Some launches never hit stride. These plays are built to help you zero in on the challenges you’re facing right now and run the motion that will get you unstuck.
5 proven GTM plays to unlock growth
- Reignite a stalled nurture stream
When leads go quiet, it’s not the end of the story. It’s a signal. Too often, teams focus on chasing new contacts while overlooking the prospects already in their pipeline. By diagnosing drop-off points and re-personalizing the journey, marketers can convert dormant interest into qualified pipeline.
- Align event engagement with digital journeys
Events are high-investment moments, but without thoughtful orchestration, they fade fast. Buyers expect pre-, during-, and post-event interactions to feel connected. This play ensures event attention flows into a broader engagement journey instead of stalling out.
- Equip sales with signal-based content activation
Almost half of sales teams say they lack visibility into buyer intent. That leaves them pursuing leads without context. This play bridges the gap by translating signals, like demo requests or pricing page visits, into clear next-best actions. Sales gets the visibility and timing they need to act fast.
- Execute an orchestrated GTM launch
Great launches should feel like a single story, not a scatter of tactics. But aligning teams and channels is hard. This play brings marketing, sales, and operations together around a shared plan, message, and cadence so launches hit the market faster and with greater impact.
- Orchestrate the fully integrated omnichannel experience
This is where everything comes together.
Instead of relying on one-off tactics, this play builds an always-on GTM system that senses buyer signals, sequences interactions, and adapts across every channel. The result is a connected system that scales with buyers and keeps pipeline flowing
Your next move: Smarter, not bigger
Buyers aren’t waiting. They’re moving fast, guided by signals you might not even see. The good news? You don’t have to chase them. You can meet them there.
Whether you’re reigniting a stalled nurture, converting event attention into pipeline, or launching your next big solution, IDC’s Omnichannel Experience Playbook gives you the proven plays to move with forward with clarity and confidence.
And when you’re ready to accelerate, the AI Supplemental Guide shows you how to weave intelligence into every step, so your team isn’t just reacting to buyer behavior, but anticipating it, personalizing it, and orchestrating it across every channel.
Ready to move smarter? Download the full Omnichannel Experience Playbook to activate five proven GTM plays. Then explore the AI Supplemental Guide to see how intelligence, personalization, and integration can take every play further, keeping you not just in step with buyers, but one step ahead.
