B2B solution providers are facing a perfect storm in their go-to-market (GTM) strategies. What once worked—particularly a pure Product-Led Growth (PLG) approach—no longer delivers the same results, especially as companies mature and their markets saturate. Recent data points paint a grim reality:
•Two-thirds of deals stall or are lost to “do nothing” (Pavilion).
•Two-thirds of sellers fail to hit quota (Pavilion).
•Two-thirds of buyers regret their purchase before the ink even dries (Gartner).
•25% – more companies than ever are seeing higher churn rates (Paddle).

B2B buyers expect vendors to deliver content that not only informs, but also demonstrates a deep understanding of their unique challenges and business goals. Yet, research reveals a significant disconnect between what buyers seek and what vendors provide.
To bridge this gap, organizations must adopt a value-driven storytelling approach that resonates personally with buyers, delivers proof of tangible value, and builds trust in the achievability of positive outcomes.

With frugalnomics remaining in effect, the appetite for longer-term payback on IT investments is waning.

Gone are the days when stakeholders were willing to wait a year or more to see measurable returns.

As technology providers navigate Frugalnomics in the New Year, Gartner has identified critical trends that demand immediate attention. These trends emphasize the urgent need for transformation in go-to-market (GTM) strategies to counteract emerging challenges and capitalize on opportunities. Ignoring these insights could result in significant setbacks for businesses.

In this article we explore two high-priority trends and their implications.