About

Author, strategist, and analyst of how AI judges you.

25+ years decoding buyer behavior. Creator of the AI-Ready Buyer™ framework. I help B2B leaders understand what AI tools decide about them before any human conversation begins.

As the author of Consumer Behavior for Dummies and a strategist with over 25 years in B2B, I’ve spent my career decoding how buyers think, decide, and act. Today, I apply that expertise to the era of AI-driven committees — equipping leadership teams to adapt faster and win more high-stakes deals.

The Buyer Has Changed

AI is reshaping how B2B buying decisions are made. Committees are risk-first, shortlists are AI-filtered, and choices happen long before your sales team enters the room. The risk isn’t just losing late — it’s never even making the list.

The Silent Committee™

The group of AI tools, review platforms, and digital signals that collectively form a shortlist and make a vendor recommendation — before any human buyer picks up the phone.

My Approach

I combine buyer psychology with the realities of AI-driven decision-making. Instead of long reports, I deliver clear frameworks, competitive insights, and 90-day action plans that leadership teams can apply immediately.

  • Named methodology: seven signal surfaces, three Trust Layers
  • Revenue-impact framing — not generic recommendations
  • Structured diagnostics built for CMOs and GTM leaders
  • Backed by 25+ years of B2B buyer psychology research
89%
of B2B buyers now use generative AI as their primary research source
Source: Forrester Research

Proven Experience

I’ve helped teams across industries — from SaaS to manufacturing to finance — adapt to major market shifts. My work translates complex buyer behavior into actionable strategies that drive measurable results.

Every day your team waits to adapt, buyers are making AI-driven decisions without you in the room.
— Laura Lake

Ready to see where you stand?

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Laura Lake

Independent analyst. Author of The AI-Ready Buyer™ and Consumer Behavior for Dummies (Wiley). Creator of Signal Check™. Researching how AI-mediated buying is reshaping B2B decision intelligence — and what revenue teams can do before pipeline feels it.

AI-Ready Buyer™ Briefings

Frameworks and signal intelligence for GTM leaders. Sent when there’s something worth saying.

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