TestBox CEO: Buyers make 70% of decision before first call
## The Discovery Call Is Dead B2B buyers are making 70-80% of their purchase decision before they ever talk to sales, according to Sam Senior, CEO of TestBox, a $12M-funded platform that lets buyers test-drive software. Speaking on the GTMnow Podcast, Senior laid out what is actually happening: buyers are using ChatGPT and Claude to research vendors, test use cases, and build shortlists. By the time they book a call, they are not looking to discover their needs together. They are looking to validate what they already believe about your product. The day one shortlist has shrunk from 3-4 vendors to 1-2. If you are not on it, the call is a courtesy. ## What This Means for AEs Your first call is now a validation call, not a discovery call. Buyers have already TestBoxed your use case in an LLM and got 70-80% of the result in 30 seconds. Your job is to bridge that gap to 100% and prove real value, which takes longer than it used to. Senior recommends auditing what LLMs are saying about you right now. Ask Claude or ChatGPT what your buyers are researching and see how your product shows up in those answers. He calls this CEO, the AI version of SEO. The mid-funnel is getting longer, not shorter. Buyers come in with high expectations and more context. That changes how you prep, how you position, and how you prove differentiation. ## Agent-to-Agent Procurement in 3-5 Years Senior laid out a timeline: LLM research today, AI-assisted trial evaluation in 12-18 months, agent-to-agent demos in 24-36 months, full AI-led procurement including negotiation within 3-5 years. The companies building for this now will have an advantage. The ones ignoring it will be scrambling when buyers stop booking calls altogether. TestBox runs 15 AI experiments per week across the company and ties token usage to performance reviews. Senior is clear: AI adoption is a culture problem, not a tools problem. It only works when it is a company-wide operating model, not just an engineering initiative. Worth noting: TestBox uses Google Vertex video analysis to read prospect body language on sales calls. That is where this is going. ## What to Do Now 1. Audit what LLMs are saying about your product 2. Reframe your first call as validation, not discovery 3. Build content that shows up in LLM research 4. Prep your team for longer mid-funnel cycles 5. Start running AI experiments across GTM, not just product The buying process has changed. Your sales process needs to catch up.