The 2025 State of B2B GTM Report

What is actually working in B2B GTM going into 2025 and what is simply noise?

Dave “CAC” Kellogg and Ray “Growth” Rike break down the inaugural 2025 State of B2B GTM Report, a 34-page study surveying 195 GTM leaders across AI-native and hybrid companies.

They explore the findings from multiple angles, including:

• Why inbound continues to outperform other motions and why growth rates show little correlation with GTM strategy

• How pipeline quality has become the top priority for 2025 across most companies

• Where teams are increasing investments including AI search, intent-based inbound, and founder-led content

• Why many companies feel top-down pressure to adopt AI and what impact leaders expect it to drive

This episode highlights one of the most comprehensive GTM studies released this year and surfaces the signals, challenges, and shifts shaping how teams plan to grow in 2025.