2022
2022 C-SUITE GO-TO-MARKET
BENCHMARK SURVEY
Modernizing B2B & More
Progressive Approaches to
Go-To-Market Initiatives
SPONSORED BYEXECUTIVE SUMMARY
The B2B market is evolving rapidly — and the need for smarter go-to-market (GTM) strategies is growing right alongside it. In
the “2022 GTM Benchmark Survey,” which queried more than 200 high-level B2B leaders across sales and marketing, 40% of
respondents indicated they define “GTM” as how they take a new product to market — which was expected. But, interestingly, just
under one-third took the progressive route and said that GTM includes all customer-facing activities, including marketing, sales,
growth, and account retention.
When viewed through the lens of leaders (those who exceeded their revenue goals) and laggards (those who fell short of their
revenue goals), more leaders (34%) than laggards (26%) chose the more progressive definition, demonstrating that successful
companies view GTM strategies through a wider revenue-generating lens vs. just launching new products.
It’s clear that there’s room for improvement to get the rest of the industry on board with the modern definition. Throughout this
survey report, we’ll highlight the changing GTM landscape and discuss how leaders (and laggards) perform in their current GTM
strategies. We’ll examine:
o The strategies that sales and marketing leaders indicated are critical to driving growth and how they’re allocating their investments;
o The continued challenge of sales and marketing alignment, with an inside look into how companies are bridging the gap;
o GTM’s overall shift from heavily product-focused to all-encompassing of the customer journey;
o How account intelligence and insights influence campaigns and sales motions and the data marketing and sales are using
to fuel them; and
o Key areas of GTM that can be enhanced or aided through the help of technology platforms and providers.
2022 C-Suite Go-To-Market Benchmark Survey2HOW DO YOU DEFINE THE TERM
“GO-TO-MARKET (GTM)”?
How you take a new product to market40%
All customer-facing activities,
including marketing, sales, account 32%
retention, and growth
How you position your
company in the market 15%
Another word for marketing strategy 10%
2022 C-Suite Go-To-Market Benchmark Survey 3 LEVERAGING INVESTMENTS TO DRIVE ACCOUNT RETENTION &
CUSTOMER EXPANSION
In terms of specific GTM strategies, the majority of respondents (56%) indicated they operate with a product-led growth model,
which falls in line with how the majority define GTM, but the more interesting statistics are those who operate with a lead-
based approach (23%) and account-based approach (20%).
When asked what was most critical to driving growth over the next year, there was a tie for the top priority — “acquiring new
customers” and “expanding our customer base and improving retention” both came in with 41% of the vote. It appears that
the lead/demand generation focus of the past five to 10 years is being replaced in part by an increased focus on cross-sell and
upsell opportunities to strengthen existing relationships.
GTM strategies are moving away from just rolling out new products and offerings to capture buyers’ attention; instead,
companies are taking a wider view of their customer interactions and determining how to better serve them and drive more
growth. While customer acquisition will be a slice of this strategy, it’s no longer the entire pie.
Given this shift, organizations are prioritizing pipeline efficiency and sales effectiveness. When asked about the key
investments they planned to make to drive growth, respondents said:
o Improving sales and marketing alignment (61%); 61%
o Increasing marketing investments (49%); 49%
o Increasing win rates (47%); 47%
o Improving SDR/AE efficiency (30%); and
30%
o Hiring more AEs (21%).
21%
2022 C-Suite Go-To-Market Benchmark Survey4WHAT WILL BE MOST CRITICAL TO DRIVING GROWTH IN
THE COMING YEAR? (SELECT TOP 3)
Improving sales and marketing
alignment 61%
Increasing marketing investments 49%
Improving SDR/AE efficiency 30%
Partnerships and channel 30%
Hiring more AEs 21%
2022 C-Suite Go-To-Market Benchmark Survey 5