What’s Next in GTM

Built from insights across 125+ early-stage B2B software leaders, this report benchmarks how GTM is evolving in real time, from AI adoption to pipeline strategy to team design. In the second edition of this report, we break down how early-stage GTM is changing and what top teams are doing differently.

Noteworthy Findings:

• AI is now core to GTM: 96% of teams rank it as a top or critical priority—and are embedding it into daily workflows
• Sales-led is still dominant: ~70%+ of teams rely on human-driven sales motions
• Inbound is losing ground: pipeline is shifting toward outbound and event-driven channels
• Unit economics are improving: teams are experiencing faster CAC payback and stronger LTV:CAC ratios YoY