Insights

From in-depth research to thought-provoking articles, explore insights that help you accelerate
results and rethink what’s possible.

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Go-to-Market Strategy

2025 marketing strategy benchmarks

High-performing marketing teams build smarter strategies from the start. This report uncovers the mindset, strategies, and investments that drive marketing success, based on our annual survey of marketing leaders across industries.

Article

Brand-to-Demand Marketing

5 ways to adapt your strategy for Millennial & Gen Z B2B buyers

With nearly three-quarters of B2B buyers now Millennials or Gen Z, the B2B marketing landscape is shifting. Marketers must adapt to new decision-making processes, including external influencers, social proof, and broader outreach to influencers outside the target organization.

Article

Marketing Analytics & Data

5 forces stalling Medicare Advantage growth in the next decade

Stalling growth of the Medicare Advantage industry is driven by five key forces. To explore these forces and how to navigate them effectively, read the full article.

Resource

Go-to-Market Strategy

The state of healthcare digital CX

The digital shift in healthcare: Are payers and providers keeping up? This report reveals CX trends from 1,000+ insured consumers—uncovering what’s working (and what’s not) across insurance shopping, care access, and wellness engagement.

Article

Marketing Analytics & Data

How advertisers should respond to low consumer confidence & uncertainty

With consumer confidence declining and activism on the rise, advertisers must adapt. From brand investment to smarter budget allocation, staying strategic is key. Learn how to navigate these shifts and prepare for what’s ahead.

Article

Brand-to-Demand Marketing, Go-to-Market Strategy

The rise of AI for marketing & sales

As generative AI continues to reshape sales and marketing, now is the time for leaders to take proactive steps toward adoption. This article outlines 6 key action items sales and marketing leaders can take.

Article

Go-to-Market Strategy

The VAR-to-MSP shift: It’s time to eat egg salad

It was once trendy to say “VARs are becoming MSPs.” Around 2015, it looked true. But most VARs never really made the jump. The ones that did thrive—but they are the exception, not the rule. Instead of convergence, it’s time to embrace divergence.

Article

Brand-to-Demand Marketing

How GenAI is changing B2B buying dynamics (and why GEO is now key)

AI is shifting how B2B buyers get answers to key buying questions, consider potential providers, and conduct research.

Whitepaper

Marketing Analytics & Data

Measuring marketing’s effectiveness

The pressure to measure marketing’s success is on. So, how do marketing and analytics teams truly answer “what’s really working & what’s not?” This whitepaper solves the CMO imperative of proving profitability and measuring marketing effectiveness.

Whitepaper

Marketing Analytics & Data

5 areas where CMOs struggle in measuring ROI and where to focus

Despite a progression of technology, methods, and practices, we see 5 key challenges for CMOs driving and measuring ROI over the next decade. Download the whitepaper for an in-depth review of these 5 challenges.

Whitepaper

Marketing Analytics & Data

The next decade of Medicare Advantage: 2025 and beyond

Learn how the next decade will reward Medicare Advantage leaders who embrace agility, analytics, and a member-first approach.

Resource

Go-to-Market Strategy

2025 B2B sales benchmarks

Uncover what sets high-growth B2B SaaS sales teams apart, with insights into strategies, budgets, and go-to-market challenges.

Go-to-Market Glossary

With over 25 years of experience helping Fortune 1000 clients solve the toughest B2C and B2B marketing and sales challenges, we know Go-to-Market®. We created the definitive glossary of go-to-market terms to help your organization get on the same page, whether you work in revenue operations, marketing, sales, product, or customer success. Driving actual growth requires alignment across the organization—and being clear on terms is the first step.

Insights

Featured

2025 marketing strategy benchmarks

5 ways to adapt your strategy for Millennial & Gen Z B2B buyers

5 forces stalling Medicare Advantage growth in the next decade

The state of healthcare digital CX

How advertisers should respond to low consumer confidence & uncertainty

The rise of AI for marketing & sales

The VAR-to-MSP shift: It’s time to eat egg salad

How GenAI is changing B2B buying dynamics (and why GEO is now key)

Measuring marketing’s effectiveness

5 areas where CMOs struggle in measuring ROI and where to focus

The next decade of Medicare Advantage: 2025 and beyond

2025 B2B sales benchmarks

Go-to-Market Glossary

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Featured

2025 marketing strategy benchmarks

5 ways to adapt your strategy for Millennial & Gen Z B2B buyers

5 forces stalling Medicare Advantage growth in the next decade

The state of healthcare digital CX

How advertisers should respond to low consumer confidence & uncertainty

The rise of AI for marketing & sales

The VAR-to-MSP shift: It’s time to eat egg salad

How GenAI is changing B2B buying dynamics (and why GEO is now key)

Measuring marketing’s effectiveness

5 areas where CMOs struggle in measuring ROI and where to focus

The next decade of Medicare Advantage: 2025 and beyond

2025 B2B sales benchmarks

Go-to-Market Glossary

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