What Does GTM Data Layer 2.0 Look Like for Humans and GTM Agents?

We're studying GTM timing, movements, and real-time signals that reveal pain-points.

One thing became obvious: People and Company APIs are still CRUD operations.

They weren't built for GTM search or insight discovery.

Getting to meaningful insights is slow, inefficient, and fragmented.

The shift: Many are refactoring code-bases to make them agent-ready. The same shift is coming to GTM.

A data layer for agentic search looks nothing like CRUD APIs.

Converting natural language to API params repeatedly is wildly ineffective. We're just masking text-to-SQL as search.