Aligning Go-To-Market Execution with Strategy

This executive summary presents findings from a survey conducted by Harvard Business Review Analytic Services, which involved 522 B2B go-to-market (GTM) professionals. The report identifies a significant gap between the perceived importance of GTM strategies and their effective execution, with 83% of respondents acknowledging the strategy's importance while only 38% consider their execution effective. The summary outlines key challenges organizations face, including complex buyer journeys and internal issues such as fragmented systems and misaligned teams. It emphasizes that organizations that successfully close this execution gap experience increased revenue, with 54% of respondents noting this as a primary benefit. The report details how leading organizations utilize a better understanding of the buyer journey, align teams around shared metrics, and invest in technology and AI to enhance execution. The findings suggest that strategic clarity and team alignment are critical for successful GTM execution.