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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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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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The truth about martech in 2025 and how to make it work for you

Martech

Dig deeper: What do C-level execs think of their GTM strategies? Your predictive analytics should identify high-value prospects across channels. Your data analysts should speak the language of customer behavior, not just SQL. Real revenue impact starts with customer acquisition costs. This transformation creates fear.

Finance 112
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Why Growth Hacking Doesn’t Scale, And How To Plan For Growth Instead

Sales Hacker

One of the keys to growth in today’s business model is to identify the most effective and efficient GTM model using a variety of sales and marketing channels. The challenge is that organizations are primarily looking at the result, not using metrics to measure effectiveness and efficiency of each GTM strategy.

Growth 100
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You’re Losing Inbound Leads With a Delayed Response Time — Here’s How We Reply in Under 3 Minutes

Sales Hacker

An inbound lead workflow is a process put in place across your GTM team using your marketing automation software, your CRM, and your sales engagement solution. Sales Qualified Lead (SQL) : An MQL has agreed to set up an initial meeting with our team and an opportunity has been created. What is an inbound lead workflow?

SQL 108
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Best Prospecting Methods — 4 Ways To Stop Second-Guessing How You Prospect

Sales Hacker

In this blueprint, we provide insights into the best prospecting methods for different go-to-market (GTM) strategies. Prospecting is about having a conversation with a client. A prospect is a company or person who matches the profile of a client. CR(t) —The conversion rate as a function of time to get to a single SQL.

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Demand gen vs. lead gen: Have we reached a final verdict?

Martech

Instead, they want their brand to be at or near the top of mind when their prospect enters a buying cycle. In their mind, a well-educated prospect will come to them when it’s time to buy. It is like an entire… I don’t know… GTM attribution, but we can literally now track everything. And they said, “Yes. We can do that.”

SQL 120