Summary
Surveying 195 software GTM leaders, the inaugural 2025 State of B2B GTM report finds companies juggling heavy channel experimentation—an average of five core GTM channels plus 5.5 experiments—while inbound (23%), outbound (19%) and account‑based GTM (18%) remain the most common primary motions. LinkedIn (66%), SEO (53%) and warm outbound (48%) are the most used channels, with firms planning to boost investment in AI search (51%), intent‑based outbound (45%) and LinkedIn/founder brand work (~30%). AI adoption is widespread—91% use ChatGPT and 56% use custom GPTs—but tangible GTM impact is concentrated in intent‑driven outbound, market intelligence and content, prompting respondents to call for “ruthless scaling” in 2026 to convert experiments into predictable, high‑intent pipeline. The report signals that winners will be those who prioritize scalable motions and effective AI integrations amid a crowded, fast‑moving distribution landscape.
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