      growthunhinged.com · 2025-10-29
      · 218d
    

What's working in GTM right now

Analysis of 195 B2B GTM leaders reveals six main go-to-market motions (inbound, outbound, product-led, account-based, paid digital, partners) with varying effectiveness by company stage and deal size. Most companies are running 5 core GTM channels plus 5.5 experiments, but should shift toward ruthless scaling in 2026 rather than endless exploration. While AI adoption is widespread (91% use ChatGPT), only 53% see meaningful impact, with strongest results in intent-driven outbound, market intelligence, and content marketing.

12 metrics· Cited 0× in the knowledge base ·Open source ↗

Metrics in this report

AI SDR Adoption

11%percent

average

Core AI capabilities adopted by GTM teams

Account-Based GTM Adoption

18%percent

average

Primary GTM motion across B2B SaaS

ChatGPT Adoption (GTM teams)

91%percent

average

General-purpose AI tool usage among GTM leaders

Custom GPTs Adoption

56%percent

average

AI capabilities adopted by GTM teams

GTM Channel Experiments

5.5count

average

Software companies in B2B sector

GTM Channels (Core)

5count

average

Software companies in B2B sector

Inbound GTM Adoption

23%percent

average

Primary GTM motion across B2B SaaS

LinkedIn GTM Channel Adoption

66%percent

average

Core GTM channels used by B2B SaaS

Outbound GTM Adoption

19%percent

average

Primary GTM motion across B2B SaaS

Perceived AI Impact (Limited or None)

53%percent

average

GTM leaders reporting no or limited impact from AI tools

SEO GTM Channel Adoption

53%percent

average

Core GTM channels used by B2B SaaS

Warm Outbound GTM Adoption

48%percent

average

Core GTM channels used by B2B SaaS