Dive into the evolving world of B2B go-to-market strategies with insights from 195 leaders. The discussion pinpoints the 'pipeline crisis' and the struggle to scale effective GTM motions. Discover the chaos of too many channels, alongside a spotlight on the most impactful strategies like intimate events and LinkedIn. Learn why Answer Engine Optimization is critical for future success, and check out cutting-edge GTM tools set to revolutionize the landscape. It's a fascinating exploration of what truly works in today's market!
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insights INSIGHT
Broad, Fresh GTM Survey Sample
The 2025 report surveyed 195 GTM leaders and skewed toward smaller companies under $10M ARR.
Median growth was 25–49% but included companies from negative growth to 200%+, showing diverse outcomes.
insights INSIGHT
No One-Size Sales Motion For Growth
The report found no correlation between sales motion and growth rate across companies.
Inbound was the most popular motion for many segments, especially above $1M ARR.
volunteer_activism ADVICE
Attribute PLG Back To Acquisition Channels
PLG is often categorized separately but functions as inbound since marketing drives trials.
Marketers must trace which channels actually drove product trial conversions to credit acquisition sources.
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For their 100th episode, Ray "Growth" Rike and Dave "CAC" Kellogg get philosophical, inspired by the notion that many hold, which is "nothing works" in B2B GTM anymore - especially in regards to pipeline development.
They dive into the 2025 State of B2B GTM Report by Kyle Poyar and Maja Voijc to challenge this idea and find out what GTM leaders are actually prioritizing.
In this episode, The Metrics Brothers break down:
The State of the Market: Analyzing a survey of 195 GTM leaders, including data on small companies, growth rates, and the surprising lack of correlation between GTM motion and growth.
The "Pipeline Crisis": Discussing why scaling existing GTM motions is the number one priority, even when many GTM leaders feel their current efforts aren't effective.
Too Much Noise: A look at the "distraction chart" [slide 12] showing the staggering number of channels and strategies B2B companies are trying, and why the report suggests this is "too much".
The Tried and True GTM Quadrant: Highlighting the activities with the biggest likelihood of impact, including Intimate Events, Intent-Based Inbound, and LinkedIn [slide 13].
The Winner Take All Future: Exploring the massive trend of investing in Answer Engine Optimization (AEO) [slide 18] and breaking down tactical recommendations for optimizing for ChatGPT and other answer engines, emphasizing the importance of facts and platforms like Reddit and G2 [slide 19].
Must Try GTM Tools: Reviewing the next generation of GTM tools, with a focus on cutting-edge platforms like Clay, Lovable, Sora, and Replit for data automation, outbound, and video generation [slide 29].
Whether you're a Founder, CMO, CRO or GTM leader, this episode offers a data-driven look at where to focus your budget and attention in the year ahead.
The Metrics Brothers (fka SaaS Talk)