#gtm

Go-to-market planning sessions this year carry the same mandate of more AI deployed faster across lead scoring, outreach drafting, account prioritization, pipeline routing, and autonomous agent decisions. According to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/faster-wrong-is-still-wrong/54199/), the speed of these implementations is measurable while the underlying direction remains uncertain.

Teams had already identified that topical and probabilistic data only...

GetWhys has launched a platform that lets product marketing and go-to-market teams validate messaging, positioning, and content against real buyer intelligence before it reaches the market, according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/getwhys-grounds-ai-gtm-content-in-buyer-intelligence/54003/).

The platform supplies relevant evidence from its database of thousands of B2B buyer interviews at the moment content is created.

A new report from The CMO Council finds many marketing organizations continue to struggle to turn martech and AI investments into business outcomes because operational foundations remain fragmented.

The 2026 Marketing Transformation Performance Audit and Scorecard tracks martech maturity, operational migration and structural transformation. More than 200 marketing leaders have participated, with more than half representing companies generating over $500 million in annual revenue.

Demand Gen Report’s B2BMX Summer Camp brought together B2B marketing practitioners to present frameworks for applying artificial intelligence to ABM, demand generation, go-to-market execution and data integrity.

The event featured sessions from Stephanie McArthur of Demandbase, Josh Baez of NetLine, Hans Fischmann of AdRoll and Jason Gladu of Convertr. Each session delivered practical frameworks for AI use across ABM, demand generation, go-to-market execution and data integrity.

Alta closed a $25 million Series A round led by IN Venture less than a year after launch. The funding supports expansion of the company's coordinated AI agent platform for revenue teams.

Alta reached a $15 million annual run rate with clients including Snowflake, Deel and Atlassian. The company hit its first million in revenue within months of commercializing and is on track for 800% revenue growth this year.

In Salesforce’s 2026 State of Sales report, 87% of sales organizations said they now use some form of AI for prospecting, forecasting, lead scoring, or drafting emails, with more than half using it specifically to prospect. Fifty-five percent of sales pros already use AI to prospect, and another 38% plan to.

[Customer acquisition cost](/tools/cac-calculator/) is rising across virtually every B2B category while deal volume, deal velocity and deal size show no corresponding improvement, according to MarTech. The source material states that spending more to acquire customers without gains in those outcomes points to a proof problem rather than market conditions.

The B2B go-to-market profession operates from the thesis that awareness plus information equals purchase intent.

Aurasell has released Agent Builder, a platform capability that lets GTM operators design, orchestrate and run agentic workflows in natural language without writing code. The tool unifies structured and unstructured customer data from across the GTM stack and continuously captures cross-channel conversations.

Most GTM teams advancing AI initiatives operate on incomplete data spread across 15 or more disconnected tools.

Benchmark General Partner Chetan Puttagunta described the firm's investments in Legora, which grew from $1M to $100M ARR in 18 months, and Manus, which reached $100M ARR in eight months, according to Sales Hacker.

Puttagunta led Benchmark's investments in Legora, a legal AI company, Manus, and StarCloud, focused on data centers in space.

Siva Rajamani, CEO of Everstage, has reviewed 300+ enterprise compensation plans and states that 90% contain the same mistakes.

Sales compensation functions as the primary lever in go-to-market strategy rather than a back-office cost center. It serves as the connection between stated company intent and actual rep actions.

2X announced on June 10 the acquisition of Knownwell, an AIaaS platform specializing in agentic artificial intelligence engineering, commercial intelligence, and next-generation GTM systems. The transaction values the combined company at more than $400 million according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/2x-acquires-knownwell-to-build-the-first-gtm-human-agentic-services-company/53395/).

2X, a subscription-based B2B go-to-market services company,...

2X appointed Emily Atkinson as Chief Client Officer and Drew Murphy as Chief Financial and Operating Officer. The subscription-based go-to-market services partner for B2B organizations made the announcements to expand its executive team.

Atkinson will lead the global client organization and unify strategy, execution, technology and AI as one GTM engine.

New data from the Storyblok Global Speed-to-Market Benchmark Report identifies approval processes, developer dependencies, and tech constraints as primary barriers to faster go-to-market performance. Only 22.5% of teams say they consistently deliver at the pace the market demands, according to [MarTech](https://martech.org/why-some-teams-launch-faster/).

The approval process is the single biggest bottleneck in the GTM workflow, cited by more than 50% of teams.

At Forrester's B2B Summit North America, the firm presented research from 'The GTM Singularity Is Here,' calling for B2B leaders to abandon outdated practices and adopt a customer-obsessed go-to-market (GTM) approach that leverages AI for enhanced buyer engagement and cross-team collaboration, according to Demand Gen Report.