State of Go-to-Market 2023 Report Meet the The participants of this survey come from companies of varying size, scale, industry, product type and market. But what really sets this report apart is that we looked beyond the product marketing function participants to understand the state of Go-to-Market. To paint a clear picture of Go-to-Market strategies, the functions they incorporate and the range of teams that contribute to them, we’ve surveyed participants from every age and stage of the GTM process: Company culture Company stage 9% Early pre-product market 昀椀t 37.2% Customer-昀椀rst 20.5% Early post-product market 昀椀t 25.6% Marketing-昀椀rst 32.1% Mid-growth with established 32.1% Product-昀椀rst Go-to-Market team 5.1% Sales-昀椀rst 20.5% Late growth/scale-up 17.9% Enterprise Market Product 66.7% B2B 69.2% SaaS product 6.4% B2C 7.7% Physical product 26.9% Both 23.1% Both 7