State of Go-to-Market 2023 Report Looking forward “Product-led GTM, growth and monetization becoming more important to the product function instead of pricing/market development teams.” Steve , Dosh “Overall, Product Marketing and GTM-related roles are becoming more mature and more structured around consistent processes for better outcomes. That said, there’s still a long way to go for organizations to realize that Product marketing & GTM is not about creating brochures, it is about building the plans to make a meaningful impact in the product lifecycle and eventually, the bottom line.” Pauline Monin, SES-imagotag Unsurprisingly, many respondents raised the issue of AI and ChatGPT. But we also had a signi昀椀cant number 昀氀ag concerns about reduced budget and a need to move towards product-led growth strategies to effectively carry out GTM with less resources. We also had several respondents bring up a need to become more customer focussed as customers become more discerning about who they buy from. While these may seem like three different concerns, they do have a common thread. In each case, the respondents are thinking about future-proo昀椀ng their strategy and predicting which challenges they’ll face as the state of the market shifts. Having this kind of awareness and critical thinking about which challenges will be raised in the future enables you to make sure you’re ready to meet them. 81