Getting go-to-market (GTM) right isn’t easy, but when it works, the results speak for themselves. Our research shows many marketers understand GTM in theory, but far fewer are putting it into practice.
At The Think Tank, we’ve spent over 30 years helping clients turn GTM strategy into tangible commercial results. Our recent research with Censuswide, surveying over 500 UK and US marketers, highlights the gaps, the opportunities and what’s coming next.
Understanding GTM: more gaps than we expected
Less than half of marketers (47%) could correctly define GTM. In simple terms, it’s a structured plan to reach target customers, gain a competitive edge and drive revenue. It covers everything from segmentation and value proposition to pricing, channels and demand generation.
Yet many see GTM differently. Around 41% think it’s mostly a sales activity, while 13% see it as purely brand-building before a launch. As Liam Bateman, Managing Director of The Think Tank, explains, this misunderstanding highlights a bigger issue:
“GTM is often misunderstood and reduced to a narrow concept, reinforcing the siloed role of marketing. In reality, it’s a fundamental, cross-functional strategy that marketers must fully grasp and implement to drive commercial success.”
Understanding GTM is just the beginning; the real challenge is putting it into practice successfully.
Execution: confidence is low, stakes are high
To our surprise, only four in ten marketers reported having a structured GTM strategy in place. One in five said theirs was ‘informal or evolving’ and one in ten admitted to having no plan at all. As Rob Smith, one of our research partners from Censuswide, points out, this highlights a significant gap between theory and action:
“The gap between understanding and execution is striking. While nearly half of marketers know what makes an effective GTM strategy, far fewer have the frameworks to implement one successfully. Company size plays a big role: larger organisations are twice as likely to deploy structured approaches that deliver measurable impact.”
Having a structured GTM plan isn’t just a nice-to-have. It guides the team, clarifies responsibilities and keeps everyone working toward the same goals. With a plan in place, teams can move quickly, make informed decisions and measure results consistently. Without one, execution falters, priorities drift and opportunities are easily missed.
Friction between sales and marketing
A staggering eight in ten marketers report friction with sales teams, rising to 90% in the US. This tension often shows up as poor lead feedback, unintegrated tech and competing priorities.
David Van Schaick, a GTM expert from Propolis featured in our study observes:
“The larger the company, the more likely sales and marketing friction is reported. Occasional disagreements are normal, but persistent conflict undermines GTM success.”
True alignment isn’t about luck; it’s about design. It begins with shared goals, clear definitions of what makes a qualified lead, and regular conversations between teams about what’s working (and what isn’t). When both sides are using the same data and tools, trust builds, collaboration strengthens and performance follows.
The forces driving GTM forward
There’s reason to be optimistic. We found that GTM budgets are rising, with 69% of companies investing more than last year. That matters because more investment means teams can build structured strategies, access better tools and dedicate time to aligning sales and marketing—turning plans into measurable results.
Leadership involvement is improving too. A third of brands now involve the C-suite in GTM decision-making and three quarters of CEOs want regular updates. When leaders are engaged, strategies are prioritised and resources follow, making execution smoother and more effective.
Technology is playing a key role in this transformation. AI adoption is now mainstream, 95% of marketers we surveyed are already using it. Examples include predictive lead scoring to focus sales efforts, automated campaign optimisation, and AI-driven customer insights to tailor messaging. Technology can add real value, enabling teams to make smarter decisions, move faster and track results more effectively.
Together, aligned investment, leadership focus and AI give marketers the tools, frameworks and resources to turn GTM strategy into measurable commercial advantage.
Turning insight into action
We’ve seen where B2B GTM strategies often struggle, with gaps in understanding, challenges with execution and friction between teams. But when the right framework, alignment and leadership are in place, GTM becomes far more than a launch plan; it is a driver of lasting business growth.
At The Think Tank, we have seen GTM strategies transform performance, bringing clarity, consistency and measurable impact. When executed well, they not only improve collaboration and efficiency but also deliver stronger commercial outcomes and sustained competitive advantage.
If your team is ready to bridge the gap between understanding and execution and turn GTM strategy into real business impact, let us talk about how we can help make it happen.
