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7 GTM Predictions for 2024
The B2B landscape is poised for significant transformation in 2024
We’ve seen an economic downturn and a bunch of layoffs.
With the advent and wide adoption of generative AI, we’ve seen more innovation in tech in the last two years than in the last decade combined.
We’ve seen companies rise and fall.
Here’s what we think we will see more of in 2024.
1. Partnerships will drive acquisitions.
In recent years, we've witnessed the burgeoning of collaborative ecosystems in the B2B space. The natural progression of these alliances is a deeper integration, which will increasingly culminate in acquisitions.
Partnerships can unlock unique value, combining strengths to create more comprehensive solutions for customers.
In 2024, expect to see more companies leveraging partnerships not just for market penetration but as a precursor to strategic acquisitions.
2. Demand for integrated tools will increase.
Buyers are increasingly seeking integrated solutions that offer seamless functionality across various GTM processes, reducing the complexity of managing multiple standalone products.
There is still room for new point solutions and standalone tools, but companies that recognize and cater to this need for integration to major CRM, MAP, and BA tools will have a huge competitive advantage (and a built-in audience).
3. Land and expand with in-market, best-fit accounts.
In 2024, the focus will shift towards nurturing smaller deals that have the potential to grow into more significant engagements and drive Net Revenue Retention (NRR).
That doesn’t mean signing up any company for a fraction of your usual ACV.
What it does mean is a willingness to take a bet and prove your value to companies that match your ICP perfectly and have a lot of potential to grow and expand.
Earn their trust.
Demonstrate continuous value and leverage your amazing customer success teams as part of the revenue team.
4. Inbound and Outbound alone will not be enough.
We’ve identified 6 GTM motions. Inbound and outbound are still useful, but the days of having one strategy and sticking to it through thick and thin are gone.
Companies need to develop a portfolio of GTM motions, each tailored to different segments of the market.
This multipronged approach allows for greater flexibility, the ability to quickly adapt to market changes, and the opportunity to capture a broader customer base.
However, there can also be a risk to trying everything, willy-nilly. The decision to embark on a new motion must be strategic.
5. More companies will lean on fractional GTM leadership in the wake of layoffs.
For long-term stability and consistency, full-time, talented, proven in-house leaders are still the way to go.
Yet in the wake of changing market conditions, recent layoffs, bigger sales targets, and smaller teams to execute, we predict an increasing demand for specialized, high-level expertise that can be engaged on a part-time or project basis.
Fractional CMO, CRO, and CSO leadership allows businesses to adapt quickly to market changes without the commitment of a full-time executive hire. It also provides access to top-tier talent and specialized skill sets that might otherwise be out of reach for many companies.
Fractional leaders can spearhead strategic initiatives, mentor internal teams, and drive change without the long-term overheads associated with full-time executives.
6. Generative AI and the third-wave of GTM tech will empower, not replace GTM professionals.
Reports of third-wave GTM tech and generative AI replacing entire marketing and sales teams will prove to be unfounded.
Smart companies will use tech and AI to do better, not just to do more with less.
The rise of AI and technology in the GTM realm is a story of empowerment and enablement. As we navigate through 2024, it's clear that the fusion of AI with human insight and creativity is the key to unlocking new levels of performance.
As one of our customers put it, “I won’t lose my job to AI, I’ll lose my job to a human who understands how to leverage AI.”
7. Authenticity will still reign supreme.
Finally, and perhaps most importantly, brand authenticity will continue to be critical for success.
Consumers are increasingly skeptical of marketing and demand more corporate responsibility. After all, B2B buyers are still humans who need connection and guidance, despite increased options for self-service and pre-sales research.
Authenticity is about more than just a marketing message; it's about embodying values that resonate with B2B customers on a deeper level.
Companies that are transparent, socially responsible, and genuinely committed to delivering value will build stronger, more enduring relationships with their customers.
A New ROI Study: G2 Marketing Solutions
We’ve been partnering with G2 since our inception, and we use their data in all of our ROI studies and much of our research. So the chance to do an ROI study on G2 Marketing Solutions was a blast.
G2 is the world’s largest B2B software and services marketplace, attracting more than 90 million annual buyers from companies of all sizes.
Started more than 10 years ago as a B2B review website, G2 now offers a full suite of marketing, sales, and data solutions to help companies of all sizes power their go-to-market, including:
Upgraded marketplace profiles
Premium review generation tools
Buyer intent data
Licensed content
Market and competitive intelligence
Thousands of technology vendors use G2 Marketing Solutions to capture existing demand from in-market buyers while building and enhancing their brand reputation.
Here’s a sneak peek of their ROI study, and feel free to download the whole study here.
Are you interested in learning more about GTM Partners’ ROI Studies? Book a strategy call to find out how the process works.
We hope your transition into 2024 has been easy, and that the year ahead is full of health, wealth, and success, both personally and professionally.
Love,
The GTM Partners Team
