By Robin Smith, Head of Corporate
We recently had the pleasure of being the survey partner for The Think Tank’s and B2B Marketing’s report: Unlocking B2B Growth: How a Winning Go-to-Market Strategy Drives Commercial Success.
The report reveals how B2B brands are approaching Go-to-Market (GTM) strategies. Featuring insights drawn from a survey of over 500 B2B marketers in the UK and US, the data provides an overview of the challenges and opportunities B2B marketers face in implementing effective GTM initiatives.
Mind the gap: why understanding GTM isn’t the same as implementation
One of the most intriguing takeaways is the striking gap between understanding and execution in B2B marketing. While many marketers (nearly half) know what a strong GTM strategy looks like, far fewer are successfully implementing those strategies to deliver commercial value. Company size emerges as the decisive factor with this. On the whole, larger organisations are twice
as likely to deploy structured approaches that deliver measurable commercial impact. This implementation gap represents both a significant challenge and opportunity for B2B marketers looking to gain a competitive advantage.
Disconnected siloes and AI as a competitive advantage
The report also covers broader issues, supported by expert commentary from GTM leaders at BP,
Palo Alto Networks and Propolis. It examines the challenges caused by disconnected siloes, how AI integration is emerging as a competitive differentiator, and what a successful GTM strategy looks like in action.
If you are interested in exploring how leading B2B brands are rethinking GTM strategy to drive alignment, growth and competitive advantage, The Think Tank has made the full report available to download here.
If you would like to discuss any market research ideas or projects, feel free to get in touch with us. Additional research into marketing is also available from Censuswide:
The Voice of the CMO Report, UK 2024
The Voice of the CMO Report, USA 2025
