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Why marketing must reclaim GTM design in the age of AI

Martech

As AI-powered workflows become central to sales and RevOps, go-to-market (GTM) execution is increasingly dominated by high-volume, sales-led outreach. To unpack this change, I spoke with Markus Ståhlberg , CEO of N.Rich — a pragmatic and refreshingly clear voice in account-based GTM. Dig deeper: The GTM revolution is here.

GTM
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Why causal AI is the answer for smarter marketing

Martech

Uncovering the “why” behind outcomes enables marketers to select and defend their go-to-market (GTM) investments confidently. Up to 56% of companies missed revenue targets in 2024, according to GTM Partners. Causal AI helps us build a GTM framework based on data-driven learning. The result? It’s clear.

GTM
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Free trial vs. demo: What’s more effective in B2B SaaS ads?

Martech

Demos, for example, are typically the gateway to a traditional sales-led GTM strategy. The experiment The Obility team looked at 11,286 responsive paid search ads that ran between January 2023 and August 2024. Demos: See the software in action, usually with a product specialist and a seller present.

B2B
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How marketing fuels the shift from problem-market fit to product-market fit

Martech

Fast-forward to 2024, and Emma’s reality has shifted. As Emma’s company navigates from problem-market fit to product-market fit, understanding the differences between marketing and go-to-market (GTM) strategy becomes vital. Here’s why it matters and how it can be done.

GTM
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GTM 145: What Happens When a CRO Owns the Entire Customer Journey, How to Build a Unified GTM Engine | Marcy Campbell

Sales Hacker

The GTM Podcast is available on any major directory, including: Apple Podcasts Spotify YouTube Marcy Campbell is the Chief Revenue Officer at AppFolio, where she leads sales and client services with a focus on delivering unified, end-to-end customer experiences. The importance of cross-functional stream teams for accelerating GTM initiatives.

GTM
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Why ‘risk on marketing investment’ is the new ROMI

Martech

Our company is spending a bit more than a billion dollars in 2024 on our go-to-market. It’s a C-suite perspective that’s not limited to GTM. Dig deeper: What are marketers’ investment priorities as 2024 winds down? Some substantial part of that number is necessary. They talk about other functions in much the same way.

GTM
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How to revamp your lead scoring strategy for 2025

Martech

About 50% of marketers prioritize lead generation in their campaigns and 65% cite generating traffic and leads as their biggest marketing challenge, per HubSpot’s 2024 State of Marketing Report. Dig deeper: A scoring model your GTM team will fall in love with 3.