State of Go-to-Market 2023 Report Launch From these results, we can see a clear correlation between product launches and achieving the intended results of a Go-to-Market strategy. The majority of respondents effectiveness found that most product sales happen within the launch window and that launches have a notable or major impact on their company’s revenue. An interesting statistic to pull out here is that the majority of respondents said less than 50% of the products they launch are adopted. This seems at odds with the rest of the data in this section, which indicates launches are generally successful. This leads us to two possible conclusions: 1. Expecting a more than 50% adoption rate is unrealistic and a successful launch doesn’t necessitate a higher adoption rate than this. 2. The success of these launches is being mitigated by underutilisation of customer-success strategies and the post-launch stage of Go-to-Market. Both of these conclusions are likely true, but the answer depends on the company and its goals. 48