82% of Tech Buyers Want Integrated GTM Solutions
82% of Tech Buyers Want Integrated GTM Solutions
Introducing a special edition of the GTM benchmark that looks at which GTM technologies work better together.
Thanks for being one of over 150,000 forward-thinking GTM Leaders who subscribe to this weekly research note.
This week’s edition includes:
GTM Research: How GTM Tech Works Better Together
Upcoming GTM Events: Come hang out with us at in-person and virtual events before the end of the year!
Fewer than 30% of companies say their tech stacks are integrated
A weekly deep-dive into new GTM research and insights.
Fewer than 30% of companies say their tech stacks are integrated. Another 49% say they have partially integrated tech stacks.
It’s not surprising; integration is really hard.
Yet, our research shows that companies investing in RevOps-related investments such as data accuracy, process and workflow improvements, and tech stack integrations have seen improved business performance: in fact, 80% are seeing ROI.
That led us to a special focus for our latest release of the GTM benchmark. It’s out next week, but you get a sneak peek today.
The new GTM benchmark includes a unique look at how GTM tech stacks work in conjunction with one another and which are used most commonly together.
To do this analysis, we looked at
100 tech stacks of companies of all sizes
7 core GTM technology companies, who their customers are, and what other tech those customers use
We matched customer lists using Crossbeam
We analyzed G2 reviews to find happy customers that the core 7 companies had in common
(Really, this was so much work! If you see Bryan Brown around, give him a real or virtual high five for sifting through this much data and analysis to pull this report together!)
Here’s an overview of the seven core GTM technologies we evaluated.
In case you’re unfamiliar with any of them, we’ve included their key use case, a quote from a real customer that represents the broader voice of the customer, and a sample business outcome from their ROI study:
How to read this data
Better Together: If you are a customer of one of core seven GTM technologies (Demandbase, On24, Clari, G2, Totango, Vidyard, or Madkudu), see what other tech stacks their customers are using. This may give you some ideas you haven’t had yet.
Sample Tech Stacks: In each vendor’s report, you’ll see three tech stacks for three anonymous companies that show you their full, discoverable tech stack. Look for companies like yours and see how you match up.
Burn Down Silos: These GTM technologies cross sales, marketing, customer success, RevOps, and more. Make friends with your counterparts in other departments to see where you can integrate data across silos for deeper insights.
Demandbase
Of Demandbase customers:
23% also use On24
22% also use Clari
15% also use G2
14% also use Vidyard
10% also use Totango
In the image above, you can also see tech stacks for a $60B multinational tech company, a $200M software company, and a 600M IT consulting company.
If you are a Demandbase customer, are you making the most of it by integrating with these other technologies?
G2
Of G2 customers:
29% use Demandbase
25% use Clari
20% use On24
19% use Totango
The image above shows comprehensive tech stacks for three G2 customers, including a $800M learning technology company, a $50M cloud security company, and a $35M marketing SaaS company.
If you are a G2 customer, are you integrating G2 data with other important components of your GTM tech stack?
Totango
Of Totango customers:
27% use Clari
21% use Demandbase
21% use G2
15% use On24
13% use Vidyard
On the bottom half of the image above, you’ll see real GTM tech stacks for a $5B software company, a $33B multinational software company, and a $50M cloud security company.
If you use Totango + Catalyst, how are you integrating their important data with other tools in your tech stack?
On24
Of On24 customers:
40% use Demandbase
21% use Clari
18% use G2
16% use Vidyard
13% use Totango + Catalyst
In the bottom half of the image below, you’ll see three real On24 customers’ GTM tech stacks.
If you are an On24 customer, which of these three companies looks most like your existing tech stack today?
Clari
Of Clari customers:
28% use Demandbase
17% use Totango
17% use G2
16% use On24
12% use Vidyard
On the bottom half of the image above, you can see three real Clari customers and what their core GTM tech stacks look like.
Vidyard
Of Vidyard customers,
31% also use Demandbase
21% also use On24
20% use Clari
18% use G2
14% use Totango + Catalyst
If you are a Vidyard customer, check out the three real GTM tech stacks of Vidyard customers above.
MadKudu
Of MadKudu’s customers:
33% use Demandbase
31% use Clari
22% use G2
18% use on On24
16% use Totango + Catalyst
In the image above, we’ve listed three MadKudu customers and their real tech stacks.
The full GTM Benchmark: Special “Better Together” Edition will be available next week!
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 Events- Come Hang Out with Us
A list of upcoming events GTM Partners is hosting or attending
November 13: Build Your GTM Strategy in One Slide (Virtual)
Sangram will be hosting a closed-door session on November 13 at 2 p.m. to help guide you through creating your own GTM strategy on on slide.
Bring your entire team because transformation happens in teams.
November 20: GTM is Better Together (San Francisco)
This is our last of four Better Together shows and we would love to see you there! Our summit last week in NYC was amazing! Request an invitation for San Francisco here.
We’ve been loving seeing everyone share their GTM O.S. certifications on LinkedIn.
If you want to learn more about getting certified, check our website for the details!
Love,
The GTM Partners Team
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