The B2B market is evolving rapidly — and the need for smarter go-to-market (GTM) strategies is growing right alongside it. In  the “2022 GTM Benchmark Survey,” which queried more than 200 high-level B2B leaders across sales and marketing, 40% of  respondents indicated they define “GTM” as how they take a new product to market — which was expected. But, interestingly, just  under one-third took the progressive route and said that GTM includes all customer-facing activities, including marketing, sales,  growth, and account retention. 

When viewed through the lens of leaders (those who exceeded their revenue goals) and laggards (those who fell short of their  revenue goals), more leaders (34%) than laggards (26%) chose the more progressive definition, demonstrating that successful  companies view GTM strategies through a wider revenue-generating lens vs. just launching new products. 

It’s clear that there’s room for improvement to get the rest of the industry on board with the modern definition. Throughout this  survey report, we’ll highlight the changing GTM landscape and discuss how leaders (and laggards) perform in their current GTM  strategies. We’ll examine:  • The strategies that sales and marketing leaders indicated are critical to driving growth and how they’re allocating their investments; • The continued challenge of sales and marketing alignment, with an inside look into how companies are bridging the gap; • GTM’s overall shift from heavily product-focused to all-encompassing of the customer journey; • How account intelligence and insights influence campaigns and sales motions and the data marketing and sales are using  to fuel them; and • Key areas of GTM that can be enhanced or aided through the help of technology platforms and providers.