2026 GTM Negotiate 
SaaStr
MAY 29, 2025
This isn’t optional technologyit will become table stakes for B2B sales, just like CRM systems became non-negotiable in the 2000s. More specialization in human roles, with AI handling the connective tissue between specialized functions.
Highspot
MAY 30, 2024
In fact, Gartner predicts that around 60% of enablement functions will focus on empowering these teams by 2026. Optimize your sales process by mapping each step, from lead generation to negotiation and closing, and finding and removing bottlenecks. This ensures all team members are confident and competent.
Martech
JANUARY 27, 2025
Over the past 22 months, Ive spoken with several hundred Fortune 2000 CEOs and CFOs about GTM for a book Im finishing. At this point, its clear to many that GTM is not the deterministic, coin-operated machine that many founders and VCs thought it would be almost two decades ago. Critical facts for your 2025 GTM strategy 1.
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