Exclusive data partner
Out now · October 2026
The 2026 State of B2B GTM
We polled 300 B2B software and AI companies to see what's working in GTM. Get the data on motions, channels, and the tools teams rely on going into 2027.
Get the report
By Kyle Poyar & Maja Voje
Inside the report
What 300 GTM teams told us.
Top bets for 2027
Half of teams will invest more in AI search next year.
50%
AI search (AEO)
48%
Signal-based outbound
42%
Intimate events
AI for GTM
43%see big impact
from AI, up from 24%
from AI, up from 24%
2025
22%
31%
22%
24%
2026
24%
29%
43%
- No impact
- Limited
- Some
- Big impact
Network and intros still lead.
The number one GTM channel. 62% of teams say it is core to their growth.
Founders still sell.
Founder-led sales is the most common primary GTM motion across respondents.
The tool stack is turning over.
Seven of the top 10 must-try GTM tools were not on last year's list.
See much more in the free report.
Source: 2026 State of B2B GTM Report, October 2026 (N=300).
A word from our partners.
EXCLUSIVE GROWTH PARTNER
"If you feel like your messaging isn't resonating, you're not speaking to enough customers. The voice of your customer is your messaging. Customer marketing should be leading your GTM strategy, from positioning down to content pieces that feed every stage of the funnel across every channel."
Bryant Chou, Co-founder, Ploy
Exclusive data partner
"How AI-native companies hire is the clearest picture I have of what's working in GTM right now. At 50 to 199 people, they post about 8 GTM jobs per 100 employees a year, while similar-size traditional B2B companies post 3. If you want an early read on where GTM is going, read the job posts of the fastest-growing companies."
Anthony Goldbloom, Co-founder & CEO, Sumble
Exclusive performance partner
"For years, B2B marketers have started with the channel: LinkedIn for targeting, Google for intent, Meta for reach. But that's backward. Start with your market: who you want to reach, what they're doing, and where they are in the buying journey."
Keith Delaney, Co-founder & CEO, Primer
"Fewer than half of the companies in this year's report act on website visits, regardless of potential deal size. Activity on your own website and in your product can reveal who's interested right now. What's working for us is spotting those signals as they happen and taking action while the buyer is still making a decision."
Brad Webb, Chief Growth Officer, Civic
"Nearly 90% of B2B buyers trust creators more than traditional ads or sales. AI answers cite them, they put founder content in front of new audiences, and they make product launches feel real. Creators aren't one channel in the plan – they make the whole plan work."
Jennifer Phan, Co-founder & CEO, Passionfroot
"Teams keep asking whether to do volume or signals. Do both, and give each its own job. The wide net is your advertising motion, so when someone is ready to buy, they already know your name. The spearhead is where the pipeline comes from. You fire only when a signal says now. This report shows the shift: 48% of teams plan to invest more in signal-based outbound next year. Go wide to stay known. Spearhead to close."
Frank Sondors, Founder & CEO, Salesforge
About the authors.
Kyle has spent 15 years helping software startups with GTM strategy, pricing and growth. He writes Growth Unhinged, a weekly newsletter with 85,000+ subscribers. Before going solo, he was an Operating Partner at OpenView, where he led marketing and helped portfolio founders scale from $1 to $100M+ ARR.
Subscribe to Growth UnhingedMaja helps B2B AI products go to market and build repeatable systems to win customers. Her best-selling book, Go-To-Market Strategist, sets out a GTM method used by 9,500+ companies. In 15+ years, she has worked with 750+ teams, from startups to global brands such as Bayer and Heineken.
Subscribe to GTM StrategistGet the 2026 State of B2B GTM report.
41 pages of data from 300 B2B software and AI companies, by Kyle Poyar and Maja Voje.