Best of LinkedIn: Go-to-Market CW 24/ 25

CMOs and growth leaders are abandoning outdated high-volume tactics in favor of precision-driven, segmented go-to-market approaches aligned with ARR goals and product maturity

A new wave of GTM frameworks is emerging, emphasizing clarity in buyer journeys, tighter motion to ACV alignment, and rationalized revenue models to counter CAC inefficiencies

Several practitioners are building “GTM Operating Systems” to ensure scalable decision-making across personas, platforms, and market stages

AI is no longer viewed as an experimental lever but is actively embedded across marketing, sales, and GTM orchestration, from GPT-enhanced segmentation to video automation with tools like VEO3

Executives are highlighting lessons learned around AI deployment complexity, the risk of generic content, and the need for critical thinking in automation-driven models

Grassroots success stories like Medway’s use of AI to scale content cost-effectively are proving that GenAI can enhance defensibility and enable hyperlocal growth

A resurgence in partner-led GTM motions is underway, with B2B executives pointing to AWS, Salesforce, and Microsoft as blueprints for durable scale via co-sell and channel networks

Go-to-market innovation is increasingly being driven by ecosystem collaboration, with companies embedding partnerships as core growth engines rather than peripheral tactics

Pavilion-led resources and playbooks are gaining traction as operators seek operational models rooted in cross-organizational orchestration

Leaders are repositioning GTM around buyer needs rather than internal agendas, with events like Momentum ITSMA Rethink emphasizing trust, early engagement, and customer insight

Client Buying Index statistics revealed a sharp decline in provider trust and a growing reliance on thought leadership throughout the buying cycle, triggering renewed emphasis on message relevance

CMOs are elevating customer listening and stakeholder alignment as preconditions for sustainable B2B growth

Account-based marketing remains a critical tactic for engaging high-value clients, especially in complex sales environments where personalization and orchestration drive influence

ABM is being redefined as a continuous capability rather than a campaign, embedded across content, sales, and post-sale functions to strengthen lifecycle engagement

Brand has become a board-level asset, valued not only for awareness but as a conversion engine and trust builder across the funnel

Executives are calling for more authentic, insight-driven content that speaks directly to client priorities rather than amplifying noise

Thought leadership is now tied to measurable strategic impact, acting as a lever to unite marketing with business development and delivery teams

Structural alignment and internal orchestration are highlighted as enablers of GTM success, with recurring calls for cross-functional sync between marketing, product, and sales

Companies are deploying RevOps and enablement layers not just to track execution but to institutionalize repeatable, scalable growth models

Frameworks like “acting like a rock band” are gaining momentum as metaphors for internal GTM alignment, shared vision, collective performance, and tight collaboration