Just how important is a solid go-to-market (GTM) strategy in 2025’s B2B landscape? How well do marketers understand the GTM fundamentals? And what does an effective approach to GTM actually look like?
These are just some of the questions behind our latest report, Unlocking B2B Growth: How a Winning Go-to-Market Strategy Drives Commercial Success.
The Think Tank partnered with Censuswide to gather insights from over 500 B2B marketers across the US and UK. Developed in collaboration with B2B Marketing, our report also features expert analysis from GTM leaders at Propolis, BP, and Palo Alto Networks.
It lifts the lid on what’s working, what’s not and what companies need to change to make GTM drive real business outcomes.
Amongst some of the most eye-catching revelations of the report are: an alarming friction between sales and marketing in GTM execution; a pervasive misunderstanding of GTM basics; a technological shift in GTM deployment and a healthy trend of increasing GTM budgets.
Stand back from these findings and a disconnect comes into focus: investment is rising but, too often, understanding and execution aren’t keeping pace.
Why this matters
In thriving businesses, GTM strategies provide a shared commercial playbook, aligning marketing, sales, product and customer success to deliver growth.
But many brands are still approaching GTM in the same way they would a launch campaign. As our report shows, misalignment and misunderstanding translate into missed opportunity, harming revenue, retention and reputation.
David van Schaick, a GTM maestro at Propolis and a contributor to the report, explains, “The best GTM teams unify around common commercial outcomes. If marketing talks in MQLs and sales talks in deals, you’ve already lost.”
Fine-tuning the GTM growth engine
This report doesn’t just highlight the challenges and shortcomings of the current GTM reality; it outlines what effective GTM strategies look like in practice. For instance, it includes advice on the importance of customer-first planning and why pain-points should precede product specs.
Cross-functional collaboration is also shown to be an area requiring improvement within the industry. GTM teams in high-growth businesses operate with shared KPIs, tight feedback loops and clear ownership and accountability.
Another key takeaway is the critical nature of commercial clarity. Marketers frequently focus on metrics that look good on paper – things like MQLs, impressions or clicks – but don’t necessarily measure the things that can move their businesses forward.
Gamma’s CMO, Chris Wade, states: “You can’t build credibility in the boardroom on leads alone. You need to show how marketing moves revenue, retention and upsell. Those are the real commercial indicators.” In other words, GTM success cannot be proven by simply tracking what has been done. It must be proven in terms of what it has delivered.
Get your free copy today
With case studies showing GTM in action, original insights built on fresh research and practical tips from the people who know GTM best, this report is essential reading for any modern-day B2B marketer.
Get your copy now and discover:
- How to put marketing at the strategic centre of your brand’s GTM approach
- Methods to strengthen direct link between marketing and revenue outcomes
- Strategies to measure growth-driving metrics that actually move the business forward
- Proven techniques to enhance cross-functional collaboration
- How leading GTM proponents are leveraging AI
Download our free report now and get to grips with what’s driving GTM success in today’s challenging B2B environment. And, when you’re done reading it, why not get in touch with The Think Tank to find out how our proven GTM framework can help your business thrive?
