B2B firms suffer from poor GTM understanding

MarTechCharts regularly highlights data of interest to marketers and marketing operations professionals.

Fewer than half (47%) of marketers surveyed for a report on B2B growth say they have a structured GTM framework. Even more worrisome, 53% of respondents selected the incorrect answer when asked to define “GTM.”

The report, “Unlocking B2B Growth: How a Winning Go-to-Market (GTM) Strategy Drives Commercial Success,” was published by B2B Marketing/Propolis in partnership with The Think Tank, a B2B marketing and PR agency. 

The report also found 41% of respondents view GTM as essentially a sales-driven activity with limited marketing involvement. Meanwhile, 13% consider GTM to be purely brand-building before a launch. 

Over one-third (38%) of marketers surveyed feel confident they have a proper GTM framework in place, with 22% of businesses operating “informal or evolving” GTM strategies and 9% having no plan at all.

The study is based on a poll of 501 U.K. and U.S. B2B marketing professionals conducted by Censuswide. 

Previous chart: Traditional search still dominates, but AI is gaining ground

The post B2B firms suffer from poor GTM understanding appeared first on MarTech.