Most B2B companies focus their go-to-market (GTM) strategies on two key areas—driving awareness at the top of the funnel and closing deals at the bottom. But what about everything in between?

There’s a massive gap in the middle of the funnel—the “Missing Middle”—where leads often get lost, disengaged, or undernurtured. This neglected phase is where potential buyers are trying to evaluate solutions, weigh their options, and decide whether to take the next step. If companies don’t intentionally guide them through this process, they risk losing valuable opportunities to competitors who do.

On the latest episode of GTM Innovators, Sheri Otto, founder and CEO of Growth Lane Strategies, breaks down why most GTM strategies fail at lead nurturing—and what AI, data, and behavioral science can do to fix it.Why Does the Missing Middle Exist?
The issue often comes down to rigid marketing workflows and outdated attribution models. Many GTM teams rely on:

• Automated sequences that push leads from an initial touchpoint straight into sales outreach—before they’re ready.
• One-size-fits-all nurturing emails that fail to reflect a buyer’s specific interests, behaviors, or objections.
• Attribution bias—companies measure first touch (where the lead came from) or last touch (when they convert) but ignore the middle interactions that build real buying intent.

The result? Leads stall out, ignore emails, and move on. Companies need a new approach—one that embraces data, AI, and a deeper understanding of the buyer journey.
The Six Jobs to Be Done in a Winning GTM Strategy
One of the biggest takeaways from our conversation with Sheri Otto was her framework for understanding the customer journey. Instead of just focusing on demand generation or closing deals, companies should structure their GTM strategies around six key jobs that every customer must complete before making a purchase:

1. Discover – The customer becomes aware of your brand or solution.
2. Learn – They engage with content to understand what you offer.
3. Evaluate – They compare your product against competitors or alternatives.
4. Buy – They make a purchase decision.
5. Engage – They start using your product and experience its value.
6. Advocate – They become a loyal customer who refers others.

The Missing Middle lives between “Learn” and “Evaluate.” This is where buyers are trying to determine why your product is the right fit, but without the right support, they either slow down or drop off entirely.

So how do you close this gap? That’s where AI, behavioral data, and personalization come in.
How AI and Data Unlock High-Intent Buyers
One of the biggest opportunities for companies is using AI and behavioral insights to identify and engage high-intent buyers before they raise their hand for a sales conversation.

Instead of relying on rigid workflows, companies can:

• Analyze buyer behavior across multiple touchpoints – AI can track which content topics, engagement patterns, and interactions indicate strong buying intent.
• Surface “hidden” sales opportunities – Many prospects never fill out a demo request but are ready to buy. AI can help spot these high-value contacts before competitors do.
• Personalize outreach based on behavioral science – Not all leads need the same type of nurture sequence. AI can help segment audiences based on content consumption habits, ensuring buyers receive the most relevant, timely information that moves them forward.
• Predict the next best action – Instead of guessing what to send next, AI can recommend the most effective email, case study, webinar, or outreach message based on past conversion patterns.

The bottom line? The companies that fix the Missing Middle will convert more leads, shorten sales cycles, and create stronger customer relationships.
Want to Go Deeper? Listen to the Full Episode
If you’re ready to start closing the Missing Middle in your GTM strategy, don’t miss this insightful conversation with Sheri Otto on the latest episode of GTM Innovators.

Listen/watch the full episode here: GTM Innovators: Unlocking GTM Success – AI, Behavioral Science & Demand Gen with Sheri Otto