How GTM Can Adapt to the New B2B Customer Journey
Go‑to‑market (GTM) teams must redesign their outreach as B2B buyers now conduct the bulk of research using AI tools, LLMs and peer reviews before any seller interaction. AI‑powered analytics give GTM leaders visibility into early intent signals, channel preferences, and stakeholder roles, allowing them to deliver tailored content at the precise stage of the buyer’s journey. Younger decision‑makers demand self‑service, asynchronous experiences, while a Gartner survey shows 67% of buyers prefer a rep‑free purchase path. Companies that map segment‑specific journeys and close intent gaps see faster cycles and higher win rates.
Driving Growth in Healthcare & Medtech: Precision Content for Complex Buyer Journeys
Healthcare and medtech marketers face long, regulated sales cycles and dozens of stakeholder personas. To keep deals moving, they must deliver precise, compliant content that resonates with clinicians, procurement teams, and integrated delivery networks. Highspot’s GTM performance system centralizes content...
How to Find the Best Sales Coaching Software for GTM
The article outlines how AI‑powered sales coaching software transforms go‑to‑market teams by automatically analyzing buyer interactions, scoring skills, and delivering real‑time, personalized feedback. It highlights core capabilities such as call analysis, competency mapping, scenario‑based practice, and seamless CRM integration that...
Highspot Unveils GTM Agent to Turn Go-to-Market Strategy Into a Winning Revenue Performance System
Highspot announced its Spring Launch ’26, debuting the GTM Agent—a platform that stitches together CRM activity, content usage, training data, and buyer engagement to deliver role‑specific, real‑time guidance. The new agent builds on the existing Deal Agent, extending actionable insights...
How Sellers Can Navigate Complex B2B Buying Groups
Navigating modern B2B buying groups requires sellers to map every influencer, decision‑maker, and their underlying priorities before shaping outreach. Relying on the most vocal contact or generic pitches leads to stalled deals, while combining intent signals, stakeholder engagement patterns, and...
From Faster to Smarter Sales Training: Turning AI Into Impact
Highspot’s AI‑powered platform unifies content, training, role‑play, coaching, and performance analytics, turning rapid content creation into measurable sales impact. By leveraging real‑deal data, the system generates adaptive lessons, instant role‑play scoring, and contextual coaching prompts that align with business outcomes....
Where GTM Teams Actually Win: The Connected Maturity Advantage
Highspot’s GTM Maturity Model identifies four operational stages, with Stage 3 – Connected – delivering the first real performance lift. In Connected organizations AI links content, data and activity, providing real‑time insights that guide sellers’ next moves. The shift from Structured...
Refining Your Go-to-Market Plan with an AI GTM Agent
Enterprises are turning to agentic AI agents to embed go‑to‑market (GTM) functions—such as approval routing, content cleanup, and learning checks—directly into daily workflows. By unifying sales, marketing, enablement and RevOps around a single AI‑driven operating rhythm, companies can keep launches,...
Channel Sales: Strategy Advice to Equip Partner Sellers
Channel sales programs expand enterprise reach by tapping external partner sellers, but success hinges on clear structure, shared playbooks, and integrated tools. Highspot highlights that defined roles, AI‑driven guidance, and dedicated channel managers enable partners to qualify opportunities, stay on...
The Revenue Impact of Human-Centered AI
Sales teams are inundated with AI dashboards that sit outside the flow of work, limiting impact. Highspot’s human‑centered AI, embodied in Deal Agent and AI Role Play, embeds real‑time insights and guided practice directly into sellers’ workflows. While 77% of...
Multithreading in Sales: The B2B Selling Framework
Multithreading in B2B sales replaces the outdated single‑thread approach by engaging multiple stakeholders early in the buying committee. By mapping the full decision‑making group, sellers expose weak support, align messaging to each role’s pain points, and improve forecast accuracy. AI‑powered...
Why Most GTM Teams Are Working Harder and Falling Further Behind
Go‑to‑market (GTM) teams are expending more effort yet missing revenue targets because many remain stuck in low‑maturity stages. Highspot’s GTM Maturity Model identifies three stages—Reactive, Structured, and Connected—showing how operational maturity unlocks AI impact and consistent execution. Teams in the...
B2B Sales: What Great Selling Looks Like in 2026
B2B selling in 2026 has transformed from a linear funnel into a fluid, multi‑stakeholder arena where buyers arrive informed and early engagement is critical. Sales reps must map committee dynamics, leverage deep account history, and adapt tactics as negotiations twist....
AI Workflows for GTM Teams: Automation, Coaching, and Real-Time Deal Intelligence
Highspot’s GTM Performance Gap report reveals only 28% of companies see AI boosting sales results despite 77% investing in the technology. To close this gap, Highspot promotes its unified Nexus‑powered Agentic Platform, which embeds AI across the entire sales cycle—from...
Predictive Sales Analytics: An Invaluable GTM Resource
Predictive sales analytics is reshaping B2B go‑to‑market (GTM) operations by swapping manual spreadsheet forecasts for AI‑driven, data‑backed insights. The technology blends current and historical CRM signals, content usage, and meeting data to surface real‑time account priorities and next‑step recommendations. By...