Understanding AI's Role in GTM Strategy: Insights from B2B Marketing Report

GTM teams are adding AI fast and still feel unsure of what is driving growth. It is an honest, common place to be. Business News This Week made the case using our 2026 State of B2B GTM Strategy Report, and the data behind it is worth sitting with.

Only 37% of teams treat go-to-market as it should be treated: an integrated, cross-functional revenue framework. Close to 21% say they lack a formal GTM strategy, clear ownership, or both. Layer AI onto an unclear foundation and you get more activity, not more clarity.

The teams pulling ahead are not the ones with the most tools. They are the ones who know which segments produce real pipeline, where handoffs leak, and which programs move deals rather than engagement. Ownership and measurement come first, and AI compounds what is already working.

Grateful to see the research land where it helps leaders think this through.

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