Altman Solon is the largest global TMT consulting firm with expertise in go-to-market consulting. Based on Altman Solon’s B2B Digital GTM Survey of 202 GTM executives across North America and Europe, enhanced by 25 senior executive interviews, this insight highlights what separates GTM Leaders from Laggards and why marketing maturity correlates with stronger business impact.
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:
Higher brand awareness
Stronger revenue growth
Improved brand perception and consideration
Greater customer advocacy and engagement
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.
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:
The trends reshaping B2B GTM—and what actually matters in AI
The four critical barriers holding organizations back
The GTM Accelerator model Leaders use to integrate brand, demand, data, and AI
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.