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.
The post B2B firms suffer from poor GTM understanding appeared first on MarTech.
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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