State of Go-to-Market 2023 Report Go-to-Market 59% of our respondents feel like their company underinvest, or signi昀椀cantly underinvest, in the launch process. It’s important to remember, an appropriate budget will vary from budget business to business, depending on the resources you have to work with and the size and intention of your launch. Of the respondents who fell under the underinvest to signi昀椀cantly underinvest umbrella, we saw some correlation between this and their budget size. $0-$20,000 $21,000 - $51,000 - $101,000 - $251,000 - $501,000 + 54.1% $50,000 $100,000 $250,000 $500,000 14.57%% 10.41%% 10.41% 6.25% 14.58% The majority of respondents unhappy with their launch budget fall into the smallest launch budget bracket, but there are also some counterintuitive results. The second largest group of unsatis昀椀ed respondents has the highest launch budget. Plus, we had several respondents who answered $0 - $20,000 and that their companies overinvest. So, while there is some correlation between the lowest budget bracket and budget dissatisfaction, what this demonstrates more than anything is Go-to-Market budgets have to be tailored to the individual business. 42