7 Big Ideas for GTM in 2025
We're celebrating our three year anniversary with reflections on new ideas and core ideas that seem truer than ever.
Thanks for being one of over 175,000 forward-thinking GTM Leaders who subscribe to this weekly research note.
This week’s edition includes:
GTM Research: 7 Big Ideas for GTM in 2025
Celebrating 3 Years of GTM Partners!
Spotlight: 2025 Better Together Virtual Events
7 Big Ideas for GTM in 2025
We started GTM Partners with decades of experience and a bestseller under our belts.
But over the last three years, since we started this endeavor, some old ideas have solidified, and some new ideas have emerged.
Here are the big ideas we see driving GTM in 2025.
1. The CEO Owns GTM at a Strategic Level
Gone are the days when GTM was delegated solely to sales or marketing leaders. In 2025, GTM is a strategic initiative that the CEO must lead. This means taking ownership of:
Setting the vision and alignment across all teams.
Driving cross-functional collaboration to ensure GTM is not treated as a siloed effort.
Elevating GTM from a tactical function to a transformational process that drives sustainable growth.
Some companies succeed with a Chief GTM Officer, but whichever way you go, you need one owner.
Read more about our thoughts on the role of every GTM member in Sangram and Bryan’s book MOVE.
2. Retention (over Acquisition) Should Guide Your Strategy
An ideal customer profile (ICP) is no longer just about acquisition. It’s about ensuring long-term value and retention. Build your ICP around customers who stay, grow, and advocate for your brand.
The same applies to choosing GTM motions, target segments, product features and functions, and virtually everything else about your GTM strategy.
Smart companies will use data to pinpoint which approaches and customer segments deliver the highest ROI and focus their resources there.
3. Simplify GTM Alignment with a One-Slide Strategy
Alignment and clarity are paramount. Summarize your entire GTM strategy on one slide that everyone—from leadership to frontline teams—can understand and rally around.
4. Service First, Software Second, ROI is Always Paramount
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.
In the B2B jungle, where every dollar counts, proving ROI is the new survival skill.
Research shows that 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).
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.
5. Have a Common Understanding of GTM
There are three ways to achieve this common understanding:
Get everyone aligned and trained on the same concepts. (GTM O.S Certification is one of many ways to do this.)
Use common definitions, like the ones put forth by the GTM Consortium.
Use a shared GTM dashboard.
A shared GTM dashboard ensures all teams are aligned on the same metrics and objectives. This prevents silos and fosters cross-functional collaboration. The best dashboards:
Are accessible and easy to interpret for all stakeholders.
Highlight metrics that matter most to overall business health.
Drive accountability across sales, marketing, product, and customer success teams.
We have a post coming out in a few weeks that will suggest metrics for each of the pillars of our GTM O.S., but in the meantime, we have scorecard templates for CRO/CMO’s and for overall GTM
6. GTM Is Better Together
GTM is not just a sales problem, a marketing challenge, or a CS initiative—it’s an organization-wide endeavor. Success requires:
Shared ownership of goals and metrics.
A unified approach to solving GTM challenges.
7. Even Big Companies Can Lose Product-Market Fit
Growth often creates complexity, leading even established companies to fall out of alignment with their market. In some cases, they may find themselves back in problem-market fit—a stage where:
Customer needs have evolved, but the company has not kept pace.
GTM motions fail to resonate with the current market.
Strategic pivots are required to re-establish relevance.
Recognizing and proactively addressing this risk can prevent stagnation and set the foundation for renewed growth.
Closing Thoughts
The future of GTM is dynamic, cross-functional, and strategically vital.
GTM isn’t just a strategy; it’s the foundation of a resilient, growth-oriented business. Let’s build it right—together.
Celebrating 3 Years of GTM Partners!
We have much to be grateful for on this wild ride of building a GTM Advisory Firm.
Here are some milestones we’re celebrating as 2024 winds to a close and we think forward toward 2025.
$5.7M in revenue since 2022.
175k subscribers to this research note: that includes you- thank you for reading!
100k+ leaders trained through our LinkedIn course and GTM Certification
1000+ companies have taken our GTM assessment
500+ companies have trusted us to solve their GTM problems
150+ ambassadors (apply to be an ambassador here)
100+ GTMonday weekly research notes just like this one that you’re reading now!
100 tech stacks that you can use to see how best-in-class companies assemble their tech
40+ live and virtual events in two years
20+ ROI studies for GTM companies
12 agencies and fractional leaders have become GTM-certified partners
5 incredible GTM team that supports us every day (Karthi, Suchi, Anne, Kabir and Ciel)
Incredible GTM Analyst team that works on the latest research, GTMonday note and advisory (Lindsay, Bryan, and Sarah)
We have built and grown companies before, but it has been a unique joy and delight to work with all of you, and we are most grateful for that.
Spotlight: Better Together Virtual Event!
We are kicking off the new year with a Better Together Bang: the GTM is Better Together Virtual Event!
The Better Together Virtual Event will be held from January 21st to 23rd 2025.
These sessions will be 2 hours of awesome Better Together GTM discussions with CXOs, Enterprise Companies, and GTM Speakers.
Here’s what we are going to be talking about at the Virtual Event.
Jan 21 - Inside the C-Suite: The Top 5 GTM Metrics that CEOs Use to Drive Growth
Jan 22 - Tech Stacks Uncovered: How 6 Enterprise Leaders Power Their GTM Strategies
Jan 23 - GTM Evolution: How Strategies Are Transforming from 2022 to 2025
We look forward to working again with our Better Together Partners like Demandbase, Clari, MadKudu, G2, ON24, and Vidyard.
Stay tuned for more details!
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 Assessment: Over 1000 companies have taken our GTM Assessment to build their GTM Strategy. Your team can take it here.
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 work on a project basis for 4-6 weeks to fix your Total Relevant Market (otherwise known as ICP), POV, Market Investment Map, GTM Scorecards and more. If you need more than a one-off project, we can also 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.
Most of the team will be off this week to spend time with our families, so we may be slower to respond than usual. Merry Christmas if you celebrate!
Love,
the GTM Partners Team