The impact of AI on go-to-market strategies, programs, and investments

Research and insights from high tech market leaders

Generative AI (GenAI) is beginning to revolutionize sales and marketing by enabling highly personalized customer interactions, automating complex processes, and providing deep data-driven insights. To explore this further, we surveyed high tech market leaders. The resulting insights can help inform the future of marketing and sales motions—and where to place investments to deliver more effective and efficient Go-to-Market (GTM) strategies—in the age of AI.

This report covers

• Top areas of expected AI disruption
• Timeframe for adapting new GTM models
• Most promising areas for GTM disruption
• Reimagining jobs to be done within marketing, sales, and strategy
• Key inputs needed to optimize GTM performance in the AI era
• Delivering on the promise—top areas of investment needed

Select insights

• 60% of respondents believe changing “Competitive Landscape” is the top area of expected disruption.
• Over 54% of respondents recognize the urgency to explore new growth opportunities and fund these initiatives more swiftly due to the rapid pace of AI innovation.
• 58% of respondents predict the most significant change in selecting channels and routes to market.
• While all leaders recognized the need for substantial investment requirements, not all agreed on where.

Whether you’re navigating the impact of AI on customer personalization, content development, or strategic agility, this report provides the insights needed to stay ahead of the curve.