The go-to-market (GTM) landscape is evolving, moving from traditional strategies to those that leverage artificial intelligence (AI) and adapt to changing buyer behaviors. Experts discussed these shifts at 'The GTM Revolution Will Not Be Televised' panel during The MarTech Conference. Key points highlighted include the decline of paid search as a lead generation tool, the importance of addressing customer risk in marketing strategies, and the move towards comprehensive solutions in the SaaS market. Marketers must adapt quickly to stay relevant and responsive to modern demands.
Artificial intelligence, business-to-consumer marketing tactics and financial accountability are reshaping modern go-to-market, and the skills modern go-to-market professionals need to drive revenue and stay ahead.
We can no longer rely on paid search to be the majority lead generation source. It is dead. I can't say it's dead dead, but it is not the primary anymore.
A marketing team that ignores and doesn't address customer risk... is just toast. You can see this in the high percentage of deals ending in 'no decision.'
People are just not trying to buy solitary products anymore; they want comprehensive solutions that address multiple challenges.
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