State of Go-to-Market 2023 Report Go-to-Market process “Effective communication to key launch recipients, measured by quantitative results and supported by qualitative feedback.” Steve Bozic, Seismic “Customer adoption (existing + prospective), customer retention, lead generation, competitive switches, and pipeline builds (revenue generation).” Emily Pathmajeyan, Carrum Health “When all x-functional teams are aligned on the value and messaging for the launch and are working towards the same KPIs. We measure it through 30/60/90 days Retros to understand how we did - both quantitatively and qualitatively.” Stuti Dutt, Hootsuite “Sales, adoption and awareness.” Hope Chauland, Microsoft 36