Go-To-Market (GTM) teams face many hurdles, not the least of which is how to integrate and use artificial intelligence (AI), according to How Go-To-Market Strategies Are Evolving With AI, a study from Aptitude, conducted by Ascend2.
Of the B2B professionals surveyed, 29% are using AI to a great extent, and 48% to some extent. Another 21% are using it very little, and only 2% are not using it at all.
Add it all up, and 77% of GTM leaders with access to AI are not yet using it to great extent on their jobs.
What’s holding them back? They say:
What’s more, those using AI are fairly new to the process. Of those polled, 30% have been utilizing it for less than six months and 54% have been using it for a period of time from six months to a year, with only 16% using it for more than one year.
But they are racing to catch up: 36% say their budgets for AI will increase significantly in the coming year, and 59% expect moderate increases. Only 5% foresee moderate decreases.
How are they using AI? They answer:
The respondents say that built-in AI technology is better, but not enough teams are using it.
Those that are say built-in tech provides greater efficiency in:
In each of these cases, built-in AI far outperforms technology that does not have it.
In general, GTM teams are trying to achieve the following:
But they see room for improvement, depending on which department they are in.
Ascend2 surveyed 275 Go-To-Market leaders in management roles and above in September 2023.. They work in companies that focus on B2B channels.