State of Go-to-Market 2023 Report Conclusion And so we reach the end of the State of Go-to-Market Report 2023. It’s been quite the journey, and we’ve learned a lot. The key trends we’ve seen this year include a move away from sales-led Go-to-Market strategies and an increased interest in 昀椀nding new ways to approach launches. Rather than a consensus on one single approach, there’s increased diversity in the strategies GTM professionals are road-testing. Product-led is popular, but not used exclusively. The challenges facing Go-to-Market professionals are consistent with our 2022 report, with unde昀椀ned leadership and alignment being the most prominent concerns. It’ll be interesting to see how this develops over the next year, and if any notable changes take place. Company size and budget are still barriers to a de昀椀ned Go-to-Market strategy, but we’re have seen an increase in the number of respondents who felt their companies invested the right amount in a launch. While this isn’t a drastic change, it is indicative of a shift in the right direction. The overall takeaway from this report is that effective Go-to-Market does require buy-in and support from not only senior leaders but, from employees across a business. With the broad scope of the strategy, the number of stakeholders, and the number of business functions involved, aligned priorities and an understanding of the impact of Go-to-Market are essential. The solution to this, as we saw in our challenges and tools chapters, is proper investment and strategy around measuring the impact of Go-to-Market. With this in mind, we’ll be carrying out a deep dive into Go-to-Market metrics later this year. 83