B2B firms suffer from poor GTM understanding
More than half of B2B marketers surveyed struggle to even define 'GTM.'
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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.
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