Altman Solon's B2B Digital Go-to-Market (GTM) Survey surveyed more than 200 top marketers across telecommunications and technology companies in North America and Europe, complemented by in-depth interviews with 25 senior executives.
What emerged is a clear and widening divide.
A small group of GTM Leaders is outperforming peers, not by chance, but by design. These organizations take a fundamentally different approach to marketing maturity. They elevate brand as a core growth driver, measure return on marketing investment (ROMI) across both demand generation and brand, and integrate AI into every stage of their go-to-market strategy.
Compared to their peers, Leaders are far more likely to report:
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Higher brand awareness
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Stronger revenue growth
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Improved brand perception and consideration
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Greater customer advocacy and engagement
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Higher return on marketing investment
This reflects a fundamental shift in how leading companies approach performance.
The infographic below illustrates the difference in business outcomes between Leaders who have advanced their marketing maturity and Laggards who have fallen behind.
B2B Marketing Maturity in Action: How Leaders Drive Measurable Business Impact
The question is no longer whether to evolve your GTM approach - but how quickly you can close the gap.
Altman Solon partners with TMT companies to assess GTM maturity, align marketing, sales, and customer service, and build the capabilities required to deliver measurable impact.
In the full report, you’ll get a deeper look at:
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The trends reshaping B2B GTM—and what actually matters in AI
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The four critical barriers holding organizations back
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The GTM Accelerator model Leaders use to integrate brand, demand, data, and AI
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Benchmarks, data, and real-world case examples you can apply today
Download the full report to understand how Leaders are driving outsized results - and how to apply these strategies in your organization.
