The 2024 State of AI in GTM Report
We asked sales and marketing leaders about how their teams are using AI in their B2B go-to-market strategy.
Read this exclusive study to see their current thoughts and future plans when it comes to artificial intelligence.
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Top Takeaways
Introduction
AI has had huge effects on sales and marketing teams. But the “best” way to put it to work within your GTM process is still a shifting concept.
We asked GTM leaders about how they're using AI right now, along with their plans for future AI-powered GTM strategies and investments.
Keep reading to see a summary of their responses. Want to see deeper analysis and expert recommendations for using AI in GTM? Download the AI report to get the full story.
Download Full ReportAI in GTM: Today's Landscape
How are you currently using AI in your GTM strategy?
GTM leaders say that their teams most commonly use AI to create content. However, certain other use cases—namely, marketing and sales automation—run close behind in terms of popularity.
Which AI tools are currently part of your GTM tech stack?
ChatGPT is far and away the most popular AI tool at work in the GTM teams we polled. Almost three-quarters of respondents are using ChatGPT in their tech stack.
How long have you been using AI in your GTM strategy?
GTM teams are starting to get into the swing of things when it comes to AI use. 93% of surveyed GTM teams say that they're using AI in some shape or form.
What percentage of your GTM budget is allocated to AI initiatives?
Investment into AI initiatives is still modest. Three-quarters of teams say that they're spending 10% or less of their budget on AI.
Which departments within your organization are primarily responsible for AI implementation?
GTM leaders report that their company's marketing teams are the most likely to be responsible for implementing AI tools. However, in several cases, they report that responsibility is shared across multiple other teams, such as sales, operations, IT, or R&D.
What are the top 3 challenges you have faced with AI implementation in your GTM strategy?
The greatest challenge that GTM leaders say they're facing is a lack of expertise. Beyond that, integration issues with existing systems is another common problem.
AI's Benefits for GTM Teams
How do you measure the success of AI in your GTM strategy?
The majority of GTM leaders say that they rate the success of AI tools by measuring how it's increasing efficiency and productivity within their teams.
How satisfied are you with the AI tools you're currently using?
Almost two-thirds of GTM leaders say they're satisfied or very satisfied with the AI tools their teams are using right now.
What are the top benefits you've experienced from using AI in your GTM strategy?
Almost all of the GTM leaders we polled say that AI has helped their team save time. The other two most commonly cited benefits are enhanced personalization and the automation of repetitive tasks.
What impact has AI had on your marketing efficiency?
Three-quarters of respondents say that AI has had a moderate to significant improvement on their overall marketing efficiency.
What impact has AI had on your sales efficiency?
Almost two-thirds of respondents say that AI has had a moderate to significant improvement on the efficiency of their sales activities.
How GTM Teams Use AI in Video Selling
How important is generative AI in your current video selling strategy?
Over two-thirds of teams report that generative AI has some degree of importance within their video selling strategies.
What are your primary goals for using AI in video selling?
Three-quarters of GTM leaders say that their primary goal for using AI in video selling is to better personalize their communications.
What ROI have you seen from using AI in video selling?
About a quarter of GTM leaders say that as a result of adding AI to their video selling processes, their teams are deriving moderately to significantly positive ROI.
Future AI-Powered GTM Strategies
What future AI trends do you believe will impact your GTM strategy the most in the next 3-5 years?
GTM leaders say that they're keeping tabs on several future artificial intelligence trends. The most frequently cited is advanced personalization, closely followed by enhanced customer insights.
How do you stay updated on the latest AI trends and technologies?
GTM leaders say that they rely on several channels in order to stay up to date on the latest in AI trends and tech. Webinars and conferences are cited as the top avenue that leaders turn to for information.
How likely are you to invest more in AI tools for your GTM strategy in the next year?
Over three-quarters of GTM leaders say that they're likely or very likely to increase their investment in AI tools next year.
What specific AI capabilities are you looking to add to your GTM strategy in the near future?
GTM leaders say that they intend to add several AI-based capabilities to their strategies. The most popular of these is AI-enhanced outbound communication, closely followed by enhanced content creation.
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Get in-depth analysis into these findings, as well as expert recommendations on the best way to use AI in your GTM strategy.
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