Key Takeaways for Go-to-Market Buying Trends These trends highlight a clear direction in Go-to-Market evolution and the importance of the 8 Pillar Go-to-Market Operating System. Demand for software focused on identifying the most ideal and in- 3.9x market customers is up 3.9x since 2018 Demand for software focused on driving growth through marketing 4.9x initiatives is up 4.9x since 2018 Demand for software focused on driving sales velocity is up 4.8x since 4.8x 2018 Demand for software focused on driving growth by improving existing 7.7x customer outcomes is up 7.7x since 2018 Demand for software focused on driving efficient growth through 3.6x RevOps is up 3.6x since 2018 Demand for software focused on helping leaders unify and strengthen 8.6x their GTM teams is up 8.6x since 2018 GTM TRANSFORMATION PRE POST LAST 4.5 PILLAR ACCELERATORS COVID COVID YEARS Total Relevant Avoid spending marketing dollars on non- 287% 61% 141% Market targets, better market & sales intelligence CMO, CPO, CRO Create & harvest demand differently, Brand & engaging buyers in new ways (digitally), Demand 393% 73% 185% MARKETING flexibility to throttle spend Need to better arm and systematize sales Pipeline teams while accelerating ramp to 383% 68% 187% Velocity productivity – sales tenure declines SALES Need for efficient growth driven by macro Customer TTV economic uncertainty has companies & Expansion 674% 111% 266% focused on NRR & GRR CUSTOMER SUCCESS Revenue Need for greater predictability, a single source of truth, data-driven decisions & Operations 49% 140% 257% OPS & FINANCE execution, unified data & systems Need to manage, support, train, incentivize, Leadership & & retain employees in a remote & health- 187% 200% 760% Management focused environment EXEC & ENABLEMENT @GTM Partners Powered by G2 © 2022 Go To Market Partners, LLC. All rights reserved.