INTEGRATIVE INSIGHTS
ON EMERGING OPPORTUNITIES

Integrative research means our extensive company research informs every thesis and perspective. The result is deep industry knowledge, expertise, and trend insights that yield valuable results for our partners and clients.

About the Authors:
Christopher Stiegal
Vice President
Christopher Stiegal is a vice president with First Analysis. Prior to joining First Analysis in 2017, he spent a year at Heartland Angels, where he focused on financial analysis, due diligence, and valuation analysis. Before beginning his career in finance, he spent his collegiate years jumpstarting and founding a million dollar construction company and a technology startup. He earned a bachelor’s degree in accounting from the University of Illinois at Urbana-Champaign.
Corey Greendale
Managing Director
Corey Greendale, with over two decades of experience at First Analysis, works with entrepreneurs as an investor and as an advisor on growth transactions to help build leading software and human capital businesses. He leads the firm’s efforts in the future-of-work area, learning technology, and the human capital sector, and his thought-leading research in those areas has been cited for excellence in the Wall Street Journal’s “Best on the Street” survey, Forbes and the Financial Times. He supports First Analysis’ investments in AmpliFund, Perceptyx, SynergySuite, Visage and Yello. Prior to joining First Analysis in 2000, he was a development analyst at Systema Corp., where he designed training programs for several large pharmaceutical companies. He earned an MBA with high honors from the University of Chicago Booth School of Business and a bachelor’s degree from Stanford University, where he graduated Phi Beta Kappa.
First Analysis Go-to-market Tech Team
Christopher Stiegal
Vice President
Corey Greendale
Managing Director
First Analysis White Paper
Go-to-market Tech
Evolution of strategies for optimizing enterprise growth
October 5, 2023

Organizations have had to adopt and invest in new GTM strategies

With the world’s rapid digital transformation since the 1990s, human social behaviors have forever changed, and as a result, business-to-business (B2B) buyer purchase patterns have shifted toward more digital-friendly, buyer- and peer-led multi-stakeholder processes. This shift has forced many sellers to meet buyers on buyers’ terms and establish new go-to-market (GTM) strategies. Gartner defines go-to-market strategies as plans that detail how organizations can engage with customers to convince them to buy their products and services and to gain a competitive advantage. Since repeatable, consistent growth remains the No. 1 focus for executives, B2B sellers have invested significant capital to build out their GTM strategies to address the changing needs of buyers.

Complexity and resource constraints are reshaping GTM strategies

Implementing successful end-to-end GTM strategies, from customer leads to customer renewals, has never been more important for B2B sellers than it is today. We have entered an era of capital-efficient growth in which companies are rewarded not only for growing consistently but also for growing using fewer resources. This capital constraint magnifies the pressure for B2B sellers to retain existing customers and to recruit, train and retain highly productive GTM talent in an already-tight hiring environment. Further, with large investments in innovation, GTM teams’ people, processes and technologies have increasingly become disconnected, presenting additional challenges to capital-efficient growth. In response to these challenges, GTM strategies have evolved to focus on the full customer journey, from new customer acquisition to customer renewal and beyond.

The changes are driving the need for technology that enables GTM strategies

The imperative for sellers to differentiate from competitors, to scale efficiently, and to adapt to buyers’ changing needs is driving strong demand for technology and technology-enabled services that can streamline GTM strategies and connect GTM teams to their customers. As a result, new technologies, new processes, and new roles have rapidly emerged. Thousands of companies across 54 categories have developed and brought to market enabling technologies and services. These providers range widely in size. Some focus on selected industry verticals, and others design their offerings without targeting specific verticals. Similarly, some focus on one or a small subset of GTM strategies, and others work across many strategies. Together, we estimate they comprise a $125 billion market today.

TABLE OF CONTENTS

Organizations have had to adopt and invest in new GTM strategies

Complexity and resource constraints are reshaping GTM strategies

The changes are driving the need for technology that enables GTM strategies

A deeper dive: three specific growth drivers for GTM technologies

GTM technologies address these three needs with clear returns on investment

Market structure and competitive dynamics

First Analysis B2B GTM technology framework

Interconnectedness of GTM technologies

A taxonomy of GTM strategies

Nine key GTM technology trends we're watching

To access the full report, please provide your contact information in the form below. A First Analysis representative will follow up with you shortly. Thanks for your interest in First Analysis research.
First Name required!
Last Name required!
Email required!
Industry required!
Unfortunately, your request to access the complete report has failed.

Please check the contact information you have entered.

If the form submission failure persists, please contact Person at (xxx) xxx-xxxx to handle your request. Thank you.
©2024 by First Analysis Corporation.
One South Wacker Drive
  ·  
Suite 3900
  ·  
Chicago, IL 60606
  ·  
312-258-1400