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GTM in The Age of AI: The Top 10 Learnings from ICONIQ’s 2025 B2B SaaS Report

SaaStr

ICONIQ’s latest report, surveying 205 GTM executives in April 2025 , reveals a market splitting in two: AI-forward companies pulling dramatically ahead while traditional SaaS companies struggle with flat growth, longer sales cycles, and declining conversion rates. vs $8.7K), and dramatically leaner operations.

GTM 75
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The Sales Leadership Framework Behind Multiple $100MM ARR Orgs

Sales Hacker

Hello and welcome to The GTM Newsletter – read by over 52,000 revenue professionals weekly to stay up-to-date and scale their companies and careers. Shift from Results to Metrics Most organizations focus on results – pushing for more deals, more pipeline, more revenue. percentage to goal, win rate, pipeline volume).

GTM 114
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5 different paths to launch AI agents (with examples)

Sales Hacker

Hello and welcome to The GTM Newsletter by GTMnow – read by 50,000+ to scale their companies and careers. GTMnow highlights the strategies, along with the stories from the top 1% of GTM executives, VCs, and founders behind these strategies and companies. Looking to build a proprietary GTM edge with AI at the core.

Launch 83
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Even great demand gen can’t overcome a lack of brand marketing

Martech

What was once a lead generation and nurturing function has now been rebranded into a full go-to-market (GTM) approach, often owning most of the budget, especially in smaller tech companies. The watering down of the MQL, and adding low-intent lead-scoring prospects to hit targets, results in lower and lower SQL conversion rates.

SQL 138
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MQLs? Aligning Marketing Metrics with Revenue Goals

Sales Hacker

Imagine someone offers you a choice: ‘I can double your MQLs’ or ‘I can double your pipeline.’ Driving pipeline for sales (SLG). Nicole Wojno Smith (VP of Marketing at Tackle) suggests that “marketers should be looking at their efficiency and measuring the total investment per SQL, per opportunity, etc.

GTM 121
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Execute Your Vision: 6 Steps to Activate Your Demand Generation Plan

Heinz Marketing

It is not an MQL goal or an SQL goal. Like win rate, average deal size, amount of pipeline you need to create at each stage. Your GTM plan is a comprehensive plan that spells out the campaigns you need, channels you will use in order to achieve the goals you’ve established in your revenue operating model.

GTM 111
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The GTM Learning Loop: How to Optimize Your Funnel with Applied Learning

InsightSquared

At Winning by Design, we help implement Sales as a Science by applying the scientific method to all areas of the customer journey which is, in many ways, the kaizen approach to GTM (go-to-market). So what does the Japanese manufacturing philosophy have to do with modern GTM strategy, you ask? Lead source attribution.

GTM 73