B2B go-to-market (GTM) has undergone a significant transformation driven by changing buyer preferences that increasingly favor rep-free experiences enabled by technology. To better understand how companies are adapting to this new paradigm, Altman Solon’s 2025 B2B Digital GTM Study surveyed over 200 technology and telecommunications executives in GTM roles, based in North America and Europe, and was complemented by interviews with 25 senior executives.
While a small group of Leaders is implementing industry-leading best practices, what we call GTM Accelerators, many companies we surveyed struggle to adapt their GTM approach and build GTM maturity.
Read on to better understand the four main challenges.
The companies winning today aren’t just evolving; they’re reinventing their GTM approach end to end.
In the whitepaper, you'll get a detailed look at:
- Trends reshaping B2B GTM (and what’s signal vs. noise in AI)
- The four obstacles blocking GTM maturity
- The GTM Accelerator: how Leaders integrate brand, demand, data, and AI
- Benchmarks and case evidence you can adapt now
Download the full whitepaper to help your organization lead in the next era of GTM.
