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Read This Before You Miss Your H2 Numbers: 7 GTM Trends That Matter
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This week’s research note includes:
GTM Research: 7 GTM Trends That Matter
GTM OS Certified Partner Spotlight: Dory Schrader
Upcoming Events and Access
Research: 7 GTM Trends That Matter
Why H2 2025 Matters More Than Ever
If your first half of the year felt slow, chaotic, or uneven, you're not alone. Sales cycles are longer, deals are smaller, and buyers are pickier. But the good news?
GTM leaders are finding traction—just not with the same playbooks we used last year.
We read seven of the most important GTM research reports released in the past few months, and the results are clear: alignment, relationships, AI, and efficiency are the name of the game.
Here’s what the data says will actually move the needle in H2 2025.
1. Aligned GTM Teams Are 2x More Likely to Hit Revenue Targets
Siloed teams aren’t just frustrating—they’re expensive. Misaligned teams face:
50% higher CAC
36% longer sales cycles
48% higher deal loss rates
And morale issues that drive turnover
Meanwhile, companies that align sales, marketing, CS, and partnerships report 2x the likelihood of hitting their revenue goals. The key? Shared KPIs, quarterly cross-functional planning, and active C-suite sponsorship.
📖 Source: The Future of Revenue 2025 – Crossbeam & Pavilion
Takeaway: Misalignment kills momentum. Without shared ownership across the GTM org, your revenue plan is already off track.
2. AI is Fueling Faster, Smarter GTM
AI has officially crossed over from “innovation” to “expectation.” In G2’s latest report:
67% of buyers expect AI capabilities in software
88% of power users are willing to pay more for tools with embedded AI
AI-sourced leads convert 40% better than traditional inbound
It’s not just about productivity—it’s about precision. GTM teams that embrace AI are acting on real-time signals, personalizing content, and outperforming their competition at every stage of the funnel.
📖 Source: G2 Buyer Behavior Report 2025
Takeaway: If your GTM isn’t AI-enabled, you’re not just behind—you’re invisible to buyers already expecting it.
3. Full-Cycle Sales Is Back—and It’s Driving Expansion
In 2024, 46% of companies shifted back to full-cycle sales, and the results are compelling:
52% of revenue is now coming from existing customers
Expansion deals close 42% faster and with fewer stakeholders
Full-cycle sellers report stronger trust and more upsell opportunities
This return to full-cycle isn’t about nostalgia—it’s about efficiency and ownership. As buyers prioritize fewer touchpoints, consolidating responsibility into one trusted rep is proving to be a smart move.
📖 Source: 2025 GTM Benchmarks – Ebsta & Pavilion
Takeaway: Your buyers don’t want more handoffs—they want more trust. Full-cycle selling builds both.
4. Deal Sizes Are Shrinking—Pricing Models Must Adapt
The $500K+ SaaS deal is on life support. The new enterprise sweet spot?
$100K–$150K, often tied to usage or performance.
39% of buyers now prefer pay-as-you-go pricing
Multi-year contracts are being replaced with short-term, low-risk starts
This shift isn’t just about budget—it’s about buyer psychology. Flexibility wins. Value must be proven before growth is unlocked.
📖 Source: G2 Buyer Behavior Report 2025
Takeaway: Rigid pricing models signal risk to modern buyers. Flexibility isn’t optional; it’s your competitive edge.
5. Your GTM Model Needs to Match Your Growth Strategy
Gartner’s latest framework emphasizes a simple but powerful truth:
GTM must be tailored to your dominant growth model. Whether it’s:
Sales-led
Product-led
Marketing-led
Customer-led
Each demands different comp plans, target markets, lead sources, and tech stacks.
Too many teams are stuck in hybrid mush—doing everything and mastering nothing.
📖 Source: Go-To-Market Strategy Framework – Gartner
Takeaway: One-size-fits-all GTM is a trap. Strategy must shape structure—or your execution will fall apart.
6. GTM Intelligence Is the New Growth Engine
AI didn’t fix go-to-market—it scaled the chaos. The best teams aren't just automating faster—they're operating smarter. They’re ditching rigid funnels and static playbooks in favor of adaptive, signal-driven GTM systems that:
Use real-time data to personalize outreach
Collapse the lag between signal and action
According to the GTM Intelligence Report 2025:
Only 19% of companies say their data is “AI-ready”
The average company is losing 15–25% of revenue due to bad data
SAP doubled pipeline and cut sales cycles by two-thirds using 40+ AI tools tied to real-time signals
This isn't just about better software—it’s about rethinking GTM as a system, not a sequence.
Takeaway: GTM Intelligence turns sales, marketing, CS, and ops into one responsive organism. The best teams aren’t scaling templates—they’re scaling insight.
7. Buying Groups Are the Real Buyer—Not Leads or Accounts
Forrester’s B2B Revenue Waterfall redefines demand generation by shifting from MQLs and named accounts to buying groups—because 92% of B2B purchases involve multiple stakeholders (often 13+ people).
This shift enables:
Aligned handoffs across functions
Better engagement tracking
More accurate pipeline attribution
📖 Source: Transform Your Demand Process With the B2B Revenue Waterfall – Forrester
Takeaway: If your funnel starts with leads or accounts instead of buying groups, you're measuring the wrong thing—and missing the real opportunity.
Bonus: 7 Must-Read GTM Research Reports for 2025
Future of Revenue 2025 – Crossbeam & Pavilion
Focus: Alignment, Ecosystem-Led Growth (ELG), and co-selling strategies across sales, marketing, partnerships, and CS.G2 Buyer Behavior Report 2025 – “AI Always Included”
Focus: AI’s impact on purchasing decisions, pricing models, buying committees, and GTM strategy.2025 GTM Benchmarks – Ebsta & Pavilion
Focus: Full-cycle sales, expansion revenue, AI usage, rep performance gaps, and deal velocity.Go-To-Market Strategy Framework – Gartner (free with Gartner account)
Focus: Aligning GTM to growth strategy—sales-led, product-led, marketing-led, or customer-led.GTM Intelligence Report 2025 – ZoomInfo
Focus: Why legacy GTM playbooks are breaking down and how real-time, signal-driven GTM is outperforming.B2B Revenue Waterfall – Forrester
Focus: Moving from lead-centric to buying group-centric demand.Adaptive Programs for Buying Groups – Forrester
Focus: Creating flexible, real-time GTM that adapts to buyer behavior.
What other reports should we be reading and sharing? Let us know in the comments.
Want to Go Deeper? Learn the System Behind These Trends
If these research-backed trends got your wheels turning, it’s time to level up.
GTM University offers expert-led courses on the exact topics covered here—from GTM operating models and positioning to revenue architecture and signal-based selling.
The GTM OS is the connective tissue behind everything you just read: it’s a system that brings together alignment, AI, buying group focus, adaptive campaigns, and real-time signals into a unified GTM strategy.
Whether you're struggling with deal velocity, pricing clarity, or cross-functional chaos, the GTM OS helps you build a go-to-market motion that actually works—because it’s built for how buyers buy now.
Whether you’re a founder, a fractional leader, or part of a fast-moving GTM team, GTMU will teach you how to use the GTM Operating System to:
Diagnose what’s broken in your go-to-market
Align your team around shared KPIs and motions
Apply the GTM Operating System to scale smarter
Because we believe this deeply:
Personal growth is great, but team transformation is how businesses truly change.
GTM OS Certified Partner Spotlight: Dory Schrader
Dory Schrader helps mission-driven companies unlock growth by bringing clarity, structure, and strategy to their marketing efforts. With two decades of experience spanning startups to Fortune 500s, Dory offers more than just plans—she builds momentum.
Her approach blends systems thinking, creativity, and data-backed decision-making with a leadership style that inspires teams and meets them where they are. Whether you're building your GTM foundation or scaling with urgency, Dory provides the steady hand and strategic thinking to turn purpose into progress.
Ready to grow your impact with intention?
Learn more: Dory Schrader’s Partner Page
If you’d like to be a certified GTM Partner like Dory Schrader and many others, we’d love to talk to you about how to make that happen.
Events: Where We’ll Be Speaking in 2025
(DM Sangram for a discount code to attend or to get slides after the talk)
Summer is usually a bit quieter for events, but it’s not too early to grab tickets for the Fall schedule:
Revenue Growth Summit (hosted by HGInsights), July 14-16 in Palo Alto
INBOUND (hosted by Hubspot), September 3-5 in San Francisco
DRIVE 2025 (hosted by Exit Five). September 10-11, Burlington, VT
Register for the GTM OS Certified Partner Course - join here ( to get $499 off use promo code: fractional100)
Love,
Sangram and Bryan
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