Findings Reveal B2B Leaders that Succeed are Modernizing Their GTM and Exploring Progressive Approaches to Data, Technology, and Growth
SAN FRANCISCO, CAAugust 23, 2022 – Demandbase, the Smarter GTM™ company for B2B brands, today announced the results of its 2022 C-Suite Go-To-Market (GTM) Benchmark Survey in partnership with Demand Gen Report. The survey queried more than 200 high-level B2B leaders across marketing and sales in order to gain a clearer picture of ongoing industry evolution and the GTM approaches that separate the leading versus lagging companies. Demandbase discovered important insights about which strategies are driving growth, the continued challenge of sales and marketing alignment, the evolving definition of GTM to encompass the entire customer journey, the impact of account intelligence and technology, and more.
Demandbase Releases 2022 C-Suite Go-To-Market (GTM) Benchmark Survey. Learn more: https://bit.ly/3Ah3F3M
“This year’s GTM Benchmark Survey told us a lot about sales and marketing leaders’ changing priorities and attitudes,” says Jon Miller, chief marketing officer at Demandbase. “Most importantly, it revealed that the true B2B leaders are modernizing their approach to GTM and becoming more progressive in how they leverage data, align their internal teams, and use technology, leading to greater success.”
Key findings from the report include:
Internal Alignment to Drive Growth
“To help organizations bridge the gap between sales and marketing, they need to start by sharing the same metrics,” says Allison Metcalfe, Demandbase’s chief revenue officer. “I like to think of this in terms of a Venn Diagram; one circle is sales KPIs and the other marketing KPIs. If the metrics don’t overlap in the middle, misalignment will continue to challenge organizations. To help build stronger internal alignment, it’s important revenue teams can agree on what is in that Venn diagram overlap and identify how to best work together to drive success there.”
Smarter, Modernized Practices
Room for Improvement
As the industry continues to evolve and new processes, technologies, and strategies enter the fold, B2B leaders will quickly be separated from the laggards. Those companies that expect to drive efficiency and growth will need a firm understanding of modern GTM, and how to support it with internal alignment, data, tech, and progressive practices.
To learn more and download the full survey report click here.
Demandbase is Smarter GTM™ for B2B brands. We help marketing and sales teams spot the juiciest opportunities earlier and progress them faster by injecting Account Intelligence into every step of the buyer journey and orchestrating every action. For more information about Demandbase, visit www.demandbase.com.
Kristin Hege | PR@demandbase.com | 480.540.6496
We have updated our Privacy Notice. Please click here for details.