2024 State of Go-to-Market Efficiency Report

This report presents findings from the 2024 State of Go-to-Market Efficiency survey, which investigates how B2B revenue teams are adapting to challenges and prioritizing efforts for growth in a fluctuating economic environment. The survey, conducted with input from 208 professionals across various industries, reveals that many companies are focusing on improving their marketing and sales operations efficiency, with significant attention on new technology investments. Key findings indicate that 33% of respondents prioritize new tech stack investments, and 20% express confidence in achieving predictable growth in 2024. The report outlines the evolving role of sales development representatives (SDRs) and the shift towards opportunity-based selling, which has emerged as a leading strategy among B2B companies. Additionally, it highlights the challenges faced by revenue teams, including meeting revenue targets and generating sufficient pipeline, while emphasizing the importance of aligning sales and marketing efforts to enhance customer experiences and optimize conversion rates.