🎛️ 4 reasons the future of GTM is about to change

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Plus, customers are underwhelmed with AI-powered experiences

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Nov 13, 2024

The pressure is on for go-to-market teams to up their game heading into 2025 and beyond. Today, contributor Mark Stouse gives us an inside look at what B2B, and some B2C, teams are doing to shake things up after a lackluster couple years. Many top CEOs and CFOs are burned up over GTM performance, but they have a plan.

On the consumer side, many brands are still in the early stages of adopting AI-powered experiences. So today, we’re also looking at a study that suggests customers have very high expectations and skepticism around these experiences. It’s not that they’re avoiding AI agents and tools — most (61%) have tried them. It’s just that there’s room for improvement.

Also, we’re looking for members of the MarTech community to share what they learned in 2024 and hope to learn in 2025. Tell us in this very, very brief survey.

Chris Wood
Editor

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What they're saying

“Having a robust, regularly updated and well-communicated B2B business strategy will begin to come back fast and hard in the second half of 2025, if not sooner.” Mark Stouse in 2025 GTM forecast: Key shifts redefining the future of go-to-market strategy. “Make it clear that training shouldn’t be a ‘one and done’ deal. Build a learning culture that encourages curiosity, flexibility and growth.” Gene De Libero in Why your marketing team needs training, not just tech, in the age of AI.