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.

GTM leaders' top priorities for 2024

B2B GTM leaders say the area that would be most beneficial for their team to improve on is efficiency (56% cite).

What GTM leaders say their team needs to improve on

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.

How GTM leaders expect their use of AI to change in 2024

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.


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The Top Priority of B2B Go-to-Market Leaders in 2024

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji