Sales & Marketing Management

A go-to-market (GTM) strategy is the backbone of B2B success, guiding how businesses position themselves in the market, attract customers and deliver value. In theory, a well-designed GTM plan offers clarity and predictability, aligning marketing, sales and product teams toward shared goals. But what happens when the unexpected happens – when the market shifts, resources dwindle or external crises upend your careful planning?

B2B and B2C experiential marketing are on the rise, with spending increasing by 10.5% to $128.35 billion, surpassing the $121.87 billion recorded in 2019. That’s a clear sign that live experiences aren’t just for B2C brands anymore. B2B companies are seeing the value in creating meaningful connections through events, and it’s paying off in stronger relationships, better brand perception and measurable results.

Generative AI is disrupting the digital marketing landscape. According to the Wistia State of Video report, 66% of respondents are excited to use AI-powered tools for video creation in different capacities.

Your sales reps know they can increase their earnings through bonuses and commissions, but that doesn’t necessarily translate to continuously increasing sales. Monetary motivation only goes so far. After a while, the same expected rewards lose their power, and your sales team loses its drive.

Incorporating environmentally friendly marketing tactics and having ongoing discussions about the state of the planet is a part of the zeitgeist for B2B companies. Sales & Marketing Management contributing writer Charlie Fletcher says too many businesses are taking a cynical and not exactly honest approach to this trend.

Enterprise application software that helps businesses manage their operations doesn’t immediately pique the normal person’s curiosity. And yet SAP, a multinational software company, has a track record of producing engaging TV advertisements that educate and leave you wanting to learn more. From AI cats painted in the style of van Gogh, to a training failure, the company has clearly bought into the mindset that B2B marketing must engage an audience while informing it.

The latest trends in key areas of focus for B2B sales and marketing professionals

Business moves fast, and it’s common for managers to encourage a sense of urgency as a means of staying competitive. The “Slow is Fast” school of thought contends that meticulousness in management doesn’t mean sacrificing performance.

Nearbound selling is the inevitable result of the copious amounts of prospect and customer data available to sellers. It is defined as “a sales strategy where companies leverage their existing network of partners, influencers and trusted connections to generate leads and close deals.” In short, getting by with a little help from your friends.

When Jon took over leading more than 20,000 employees, he immediately knew where to focus: driving performance and integrating the cultures of recently acquired organizations. How would he do it quickly and effectively?