Over the last 18 months, I’ve noticed an increase in discussions about go-to-market strategy in B2B circles, just as account-based marketing rose in popularity over 10 years ago. In particular, I have observed the following:
Type “GTM” into Google, and all the top sponsors are prior ABM vendors. You can also witness this on many of their websites, social posts, advertising, and event presence.As a search term, it has risen three- to fourfold in the last 10 years, with a particular hike around two years ago .Since 2022, we’ve seen several moves in this direction from established service providers previously associated with ABM.
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