Over the past few decades, there have been significant strides in enabling core organizational go-to-market (GTM) departments of B2B SaaS companies, particularly in sales, marketing, customer success, and product. The advent of digital technologies and the proliferation of software solutions have revolutionized how businesses approach their GTM strategies. According to industry estimates, there are now over 14,000 software vendors offering specialized tools and platforms designed to enhance marketing efforts alone. This surge has created a highly competitive software and solutions environment geared toward impacting and better enabling organizational GTM activities.
As a result, organizations are faced with an overwhelming array of options when it comes to selecting tools and solutions that drive productivity, efficiency, customer experience, and revenue growth. The abundance of available technologies underscores the need for a deeper understanding of which tools, processes, and strategies are most effective in empowering GTM teams. It also highlights the importance of staying abreast of emerging trends and innovations that could offer competitive advantages.
In this research agenda, we aim to uncover what tools, solutions, processes, and other factors organizations have deployed to better enable their GTM teams. By examining these elements, we seek to identify best practices and key drivers of success in the current market landscape. The following research themes will be explored in depth throughout the year. Our approach involves not only engaging with core solution providers but, more importantly, conducting discussions with end-customers who have deployed these solutions to uncover and share their impacts.
Research Themes and Questions
Having completed extensive research of hundreds of these B2B SaaS company websites and conducting dozens of conversations with company leaders, we have identified key themes that are shaping Go-To-Market strategies in 2025. The following research questions are designed to explore these themes, test hypotheses, and uncover insights that will inform effective GTM approaches. Additional follow-up questions have been included to delve deeper into each topic. Each question is accompanied by a Hypothesis, Assumptions, and Research Focus.
