Introduction

A huge review of 2025’s GTM research shows one clear message: growth in 2026 comes from systems, not random tactics.

What's the problem it solves?

Most teams copy old plans, chase short term demand, and bolt AI on top. This report shows what actually drives growth in 2026 and how to build a full GTM system that works together.

Quick Summary

The data across all big 2025 reports says the same thing. Only a small part of your market is buying right now, so most of your growth comes from staying known to future buyers. TRM matters more than ever. Buyers want pricing tied to outcomes, not long fixed contracts. And AI is now part of the full buying journey, from discovery to onboarding.

Brand and demand shift toward strong points of view and AI search. Pipeline speed becomes a top driver of revenue, not volume. Expansion becomes the main source of new ARR once companies get bigger. Time to value becomes a make or break point, as buyers want outcomes fast. AI helps shorten onboarding and guide users to results.

To make all this work, teams need clean data and steady leadership. Companies with complete CRM data and clear AI ownership grow faster. Leaders who support AI programs and coaching lift team trust and push better execution. The full GTM OS connects all eight pillars so the company runs as one machine, not scattered parts.

Key Takeaways

• Only 5% of your market is buying now, so growth depends on reaching and staying remembered by the 95%.
• Hybrid and outcome-based pricing models drive higher NRR and faster growth.
• AI search is now on par with Google for software discovery.
• Fast pipeline speed beats high activity every time.
• Most new ARR after $50M comes from existing customers.
• Time to first value is a top reason buyers renew or leave.
• Clean data is required for AI to work well.
• Strong leadership and clear ownership of AI programs lead to faster growth.
• Winning teams run a full GTM system, not a set of random tactics.

What to do

• Map your full TRM and measure how much of it you reach.
• Review pricing and add a hybrid or outcome-based tier.
• Make your content friendly for AI crawlers and optimize for AI search.
• Track pipeline speed and set rules for deal slippage.
• Set expansion as a core revenue target.
• Define your first value moment and build a 30-60-90 plan for every customer.
• Add AI onboarding flows and usage-based nudges.
• Fix data hygiene and automate enrichment.
• Set AI leadership KPIs and budget for team coaching.

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