5 Megatrends Shaping the Future of Go-to-Market
5 Megatrends Shaping the Future of Go-to-Market
As the digital economy evolves, the traditional rules of GTM strategy are becoming obsolete. Here’s what B2B leaders need to know to stay ahead.
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This week’s research note includes:
GTM Research: 5 Megatrends defining the future of GTM
GTM Made Simple Live: Are AI SDRs a game changer or a step too far?
Better Together: Join us in NYC
GTM Events: Upcoming events around the country
GTM Research: 5 megatrends defining the future of GTM
A weekly deep-dive into new GTM research and insights
In today’s fast-changing landscape, the playbook for B2B growth is being rewritten.
Recent GTM Partners research found:
54% of companies didn’t create enough pipeline
49% of companies missed revenue
51% are seeing longer Sales Cycles
18% are experiencing a decrease in win rates
21% decrease in deal values
69% of reps missed quota
These are some sobering statistics!
Old methods are no longer working, and forward-thinking companies must adapt to the new realities of AI, integrated solutions, and more agile business models.
Based on our research, here are the five megatrends shaping the future of Go-to-Market (GTM) strategies and what every leader needs to do to stay relevant.
1. AI Won’t Take Your Job—But Those Who Use It Better Will
AI is everywhere, but the fundamental transformation comes from how companies and individuals use it.
In our advisory work, we’re seeing a rise of lean businesses that achieve remarkable growth with small teams.
AI-powered copilots are doing the heavy lifting, enabling companies with just 1-3 employees to generate $10 million in revenue. The true power of AI isn't about replacing jobs—it’s about making those who embrace AI indispensable.
Take Adam Robinson’s company as an example. With just six employees, they generated $2.6 million in ARR.
This lean approach, unimaginable in the past, is quickly becoming the norm. The companies of the future will be defined by how they harness AI—not by the size of their workforce.
Key takeaway: Don’t fear AI; leverage it. The winners will be those who can integrate AI into their GTM strategy to streamline operations and drive significant growth with fewer resources.
2. As SaaS Growth Slows, "Service as Software" Will Rise
SaaS companies are feeling the pressure as growth rates stagnate.
Customers are no longer content with buying software—they want a solution to their problems first.
This has created a new category: "Service as Software."
The future belongs to companies focusing on solving customer challenges through integrated services rather than just selling software licenses.
Salesforce’s growth rate recently dropped to 8%, a sharp decline from the 20% + rates it enjoyed for years. This shift underscores a broader trend: customers want immediate value, and the companies that provide clear ROI through integrated solutions will thrive.
Key takeaway: Focus on delivering value first. Companies that solve customer problems through service, with software as the enabler, will outpace those sticking to a traditional SaaS model.
3. 90% of the Old GTM Playbooks Are Dying
Remember when SEO, PPC, and big events were the core of every GTM strategy?
Those days are fading fast. Today’s market is all about efficiency, profitability, and personalized outreach.
Mass-marketing tactics like generic webinars, outbound calls, and static landing pages no longer drive the results they once did. Instead, companies need to adopt more agile and specialized strategies.
For example, smaller, highly-targeted events are proving more effective than the massive trade shows of the past. And companies are moving away from flooding the market with leads in favor of highly relevant, personalized outreach that aligns with the Total Relevant Market (TRM).
Key takeaway: The old playbooks are dead. Embrace efficiency, profitability, and personalization in your GTM strategy, or risk being left behind.
4. Integrations and ROI Will Decide the Winners
The days of best-of-breed software solutions are over. Customers don’t want ten different tools to manage their business—they want solutions that integrate seamlessly and deliver ROI quickly.
In fact, 57% of buyers now expect to see ROI from their software purchases in under 90 days (whereas just one year ago, 47% expected to see ROI in 6 months).
82% of buyers want integrated solutions, yet only 30% of GTM leaders are using fully integrated tech stacks. And 70% of GTM leaders want tech and teams that work together.
This disconnect is costly. The future of GTM will be defined by companies that can offer integrated solutions with clear, immediate value.
Think less about selling products and more about providing an ecosystem that delivers instant business results.
Key takeaway: Demand integration and fast ROI from your tech stack. Companies that streamline their tools and show quick value will win in the marketplace.
5. Strategists Will Outlast Specialists
Specialists are in danger of becoming obsolete.
The future belongs to strategists who can see the bigger picture and integrate specialized tools into a cohesive strategy.
While AI and automation can handle many specialized tasks, only humans can create the nuanced, strategic thinking necessary to solve complex business problems.
Companies must shift from building large teams of specialists to creating smaller, agile teams that blend strategic vision with rapid experimentation. The leaders who embrace this model will survive and thrive in the new GTM landscape.
Key takeaway: Become a strategist. AI will replace specialists, but strategists who understand how to leverage these tools will be invaluable.
Embrace the Future of GTM!
The future of GTM is all about adaptation. Those who cling to the old ways will be left behind, while those who embrace AI, integrated solutions, and strategic agility will flourish.
The five megatrends outlined here are not just predictions—they’re already happening!
The question is, are you ready to evolve your GTM strategy and lead in this new era?
Do you need help with your GTM strategy and execution?
GTM Partners works with B2B companies who need help with GTM, whether you just need a few tweaks or a full reboot of your strategy.
We’re booking now for 2025 planning work, including:
GTM Audit and Plan: We assess your current GTM challenges and opportunities, provide a GTM Score, and offer a plan for identifying and prioritizing your biggest GTM challenges.
Advisory: We work one-on-one or with your entire GTM team to execute your plan using our proprietary GTM Operating System and the frameworks we’ve built to accelerate your growth. We can do this on a project basis to address specific needs or help you through a total GTM transformation.
GTM Certification: We offer Go-to-Market certification for individuals, teams, and agencies using our proprietary GTM Operating System.
We’d love to chat more about your needs and how we can help.
GTM Made Simple Live: Are AI SDRs a game changer or a step too far?
Join our co-founder and CEO, Sangram Vajre, every Tuesday on LinkedIn for a deep dive into one of our research topics.
GTM teams are constantly looking for the next technology that can take their business to new heights. These days that implies keeping up with the whirlwind developments in AI.
This debate will focus on one of the hottest topics among leaders today: the adoption of AI SDRs.
To use them or not to use them?
Our panel of experts will be divided into two groups. The ones who are all for incorporating AI SDRs into their sales process, and then there's the other side that still believes in humans' power and personal touch.
Join us for an exciting, playful, and profoundly enlightening debate that will offer you a comprehensive view of something causing a significant stir in the sales world today.
Join us this Thursday, September 26 at 1 p.m. ET for the great debate, or sign up to get the weekly series on your calendar!
GTM is Better Together: Updates!
“GTM is Better Together” is a revolutionary new vision that the future of GTM is better together with unified teams, tech, and trust. This is a weekly feature where we will share the latest announcements related to this important initiative.
We’d love to see you at one of our last two GTM is Better Together leadership summits.
October 22, NYC:
November 20, San Francisco:
Boston and Atlanta were a lot of fun—ask someone who went about the DRUMMERS!
GTM Events
A list of upcoming events of interest to GTM professionals
October 14-16, Austin, TX: Pavilion’s GTM 2024 (use code GTMPARTNERS20 for 20% off your ticket)
October 16, Austin: GTM Made Simple Roadshow
October 22, NYC: GTM is Better Together
November 20, San Francisco: GTM is Better Together
It was great to see so many of you at INBOUND last week! It doesn’t feel like fall until INBOUND!
Love,
The GTM Partners Team