B2B go-to-market (GTM) leaders say their top priority in 2024 is to strengthen alignment among their teams, according to recent research from Aptitude 8 and Ascend2.
The report was based on data from a survey conducted in September 2023 among 275 B2B GTM executives and managers who represent marketing, sales, and customer service/success departments.
Some 52% of respondents say strengthening Marketing, Sales, and Customer Success alignment is among their top priorities in the year ahead. Other top priorities include enhancing the customer experience, increasing brand awareness, and increasing the efficiency of internal processes.
B2B GTM leaders say the area that would be most beneficial for their team to improve on is efficiency (56% cite).
Most B2B GTM leaders say they expect their use of AI to grow significantly in the year ahead. Those who have been experimenting AI the longest are the most likely to say they expect its use to grow significantly.
About the research: The report was based on data from a survey conducted in September 2023 among 275 B2B GTM executives and managers who represent marketing, sales, and customer service/success departments.
