No BS GTM Report for 2024: What Happened, What’s Next, and How to Not Crash in 2025

Alright, here we are in November 2024, and B2B go-to-market (GTM) teams are facing some tough realities. According to GTM Partners’ latest Benchmark Report, last year wasn’t pretty—pipelines ran dry, sales cycles dragged on forever, and a whopping half of companies missed their revenue goals.

So here’s the plan: let’s break down what went wrong, what we need to change for 2024, and how to actually make it through 2025.

(And if you want to come out on top, maybe think about teaming up with Televerde to help get things back on track. Because sticking to the same old routine and expecting different results? Yeah, that’s not gonna fly.)

2023 Recap: What Went Down (And Why It Was a GTM Nightmare)

Why Marketing Cuts Wrecked 2023

So, 57% of companies totally missed their pipeline targets. Why? They thought they could just wave goodbye to marketing and still bring in leads—kind of like trying to bake a cake without eggs. GTM Partners found that most companies that cut marketing had no fallback plan.

Sales Cycles: Treadmill Edition

According to GTM Partners, 72% of companies said sales cycles stretched out in 2023. Buyers are hesitant, CFOs are acting like “Deal Bouncers,” and if you don’t come in with a solid ROI, you’re probably just wasting everyone’s time. Selling this past year felt like running a marathon on a treadmill—lots of effort but barely moving ahead.

Revenue Shortfalls Were the Norm

GTM Partners reports that 56% of companies didn’t hit their revenue targets. The ones that did either focused hard on high-potential customers or rode the wave of existing contracts. Picture all these big names coasting on old deals thinking they’re untouchable. Spoiler alert: when those contracts run out, you better have a plan B.

Partner Programs Paid Off Big

Over 54% of companies with partner programs snagged at least a quarter of their revenue from partners, according to GTM Partners. This is huge—think of it as the buddy system for GTM. Companies that brought in strong partners enjoyed steady revenue, proving that going solo in sales isn’t cutting it anymore. Televerde could be that partner, helping you boost your GTM and turn your fancy “strategy” into real results.

2024 Survival Playbook (Or, How to Not Get Stuck on the Revenue Struggle Bus Again)

Let’s dive in! Here’s what you need to prioritize in 2024 for a better outcome next year.

Bye-Bye, TAM! Hello, TRM!

Quit trying to serve everyone in your Total Addressable Market (TAM). Focus on your Total Relevant Market (TRM)—those prime segments and customers who actually want and need what you’re selling. GTM Partners’ data shows companies that did this did way better. It’s like only inviting people who actually dig your product to the party—not rocket science!

ROI in Six Months or Peace Out

Nearly half of buyers now want ROI within six months. They’re not here for a features list; they want results, like, yesterday. If you’re still trying to lure buyers in with a slow onboarding process and a long “value realization period,” you might as well throw in the towel.

Partner-Led Growth is a Must

Going solo isn’t going to work anymore. Partner-led deals are cheaper to snag, faster to close, and often seal the deal for buyers. GTM Partners say this approach is becoming a game-changer for GTM. Televerde can help you develop that partner-led strategy so you’re not out here scrambling for every deal in 2024.

Ditch the Vanity Metrics

Vanity metrics just make you look good—they don’t actually help. GTM Partners puts it simply: if your KPIs aren’t driving revenue, toss them. Televerde can help you zoom in on the metrics that truly matter, getting your team laser-focused on growth-oriented KPIs instead of fluff.

Predictions for 2025 + Survival Playbook (Or, How to Be the One Still Standing)

2025 is shaping up to be all about agility, efficiency, and focus. The game’s changing, and it’s adapt-or-die. Here’s what to look for with some tips on not getting crushed.

Lean Sales Teams, Big Partner Programs

In 2025, we’re talking slim, high-performing sales teams backed by a powerhouse network of partners. GTM Partners believes that partner-led growth is gonna fuel the best GTM moves. Think of it as swapping your old gas-guzzler for a slick hybrid.

Survival Tip: Build partnerships that bring in quality leads without inflating costs. Televerde can help craft a partner network that feeds you revenue-ready leads without the extra overhead.

GTM as a Company-Wide Sport

By 2025, everyone is part of the GTM effort—from sales to customer success to product. If you’re still stuck in a “sales-only” GTM mindset, you’ll be like that one friend who still uses a flip phone: out of place and seriously behind.

Survival Tip: Get every team working toward the same GTM goals. Televerde’s integrated GTM solutions can help align sales, marketing, and customer success so everyone’s rowing in the same direction.

Precision Pipelines

Forget bloated pipelines; in 2025, efficient companies will be right-sizing. GTM Partners says lean, high-quality pipelines focused on Ideal Customer Profiles (ICPs) will drive success.

Survival Tip: Focus on your best-fit customers, not just anyone willing to take a call. Televerde can help you target ICP-driven leads so you’re tracking what converts, not just inflating your pipeline.

Outcomes Over Features

Still selling features? You’re missing the mark. GTM Partners’ Buyer Behavior Report shows buyers are after outcomes. In 2025, the best sales teams will lead with business results, not bells and whistles.

Survival Tip: Prove outcomes, not just features. Televerde’s approach shows how your solution delivers measurable impact buyers will value.

Efficiency Metrics Rule

Vanity metrics are officially dead. By 2025, smart companies will only track metrics tied to growth, like time-to-value and customer retention.

Survival Tip: Track the metrics that move the needle. Televerde can help you stay focused on KPIs that drive sustainable growth.

The Bottom Line

It’s November 2024. The GTM world is shifting fast, and 2025 will be all about lean, efficient growth. According to GTM Partners’ Benchmark Report, if you’re not focusing on TRM, cross-department alignment, partner-led growth, and customer outcomes, you’re setting yourself up for a long, hard year.

Ready to go from survival mode to growth mode? Televerde has the tools and the team to make it happen. Let’s make 2025 your best year yet.