10 GTM Predictions For 2025

As the year wraps up, we’re excited to share our predictions and highlight the key areas we’re focusing on and investing in for the year ahead.

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1. Brand Takes Centre Stage

Building a trusted and well-known brand will be essential in cutting through the noise of cold outreach. Buyers are increasingly drawn to companies they recognise and trust.

Why this matters:

• Familiar brands have an advantage in getting emails opened and calls answered.
• A strong brand establishes credibility before your sales team even makes contact.
• Prospects are more willing to engage when they know your name.

2. ABM for All, Not Just Enterprises

Account-based marketing (ABM) has often been seen as a tool for large companies with substantial resources. Advances in AI and automation are making ABM strategies scalable for smaller businesses.

What is changing:

• AI reduces the time and cost of account research.
• Lean teams can execute personalised campaigns effectively.
• ABM will become accessible to businesses across all market segments.

3. Micro B2B Influencers Take the Spotlight

Traditional advertising budgets are shifting toward partnerships with micro influencers. These professionals engage smaller but highly relevant audiences, delivering authentic content that resonates.

Why this works:

• Micro influencers are trusted voices in their industries.
• Their content feels more genuine and less like an ad.
• Collaboration with influencers is often more cost-effective than large-scale ad campaigns.

4. Smaller Events Deliver Bigger Impact

Large trade shows are losing their appeal as companies realise the value of smaller, targeted gatherings. Events like breakfasts, roundtables, and dinners offer a more personal approach to building relationships.

Why this matters:

• Smaller events foster meaningful, one-on-one interactions.
• They cost less and allow for greater control over the guest list.
• These gatherings leave a lasting impression on attendees.

5. Personal Branding Moves Beyond Leadership

Personal branding is no longer just for executives. In 2025, SDRs and AEs will also be encouraged to build their personal brands and engage their networks.

What this means:

• AI tools free up time for sales teams to create thought leadership content.
• Even small followings contribute to the collective influence of a team.
• Personal branding adds a human touch to your organisation.

6. Marketing Takes the Lead on Revenue Generation

Marketing teams are taking on more responsibility for generating revenue. In many cases, they are managing SDR teams and owning pipeline activities traditionally handled by sales.

What to expect:

• Roles like Revenue Marketing Directors will become more common.
• Marketing will oversee top-of-funnel strategies with a sharper focus on ROI.
• Budgets will reflect this shift as marketing becomes a key driver of revenue.

7. Cold Calling is Making a Comeback

Despite predictions of its decline, cold calling is becoming a powerful tool again. Improvements in data access and technology are making it easier for sales teams to connect with prospects directly.

Why it works:

• Data enrichment tools provide accurate contact information.
• Parallel dialling technology allows for faster, more efficient outreach.
• Direct phone calls stand out in an increasingly digital-first environment.

8. Managed Services Add Value to SaaS

Buyers are looking for more than just software solutions. Many now want providers to offer managed services that complement their tools and help them achieve their goals.

Why this matters:

• Managed services bridge the gap between software and implementation.
• Buyers value providers who deliver solutions, not just products.
• Companies offering comprehensive services will gain a competitive edge.

9. AI and Humans Work Better Together

AI is transforming the way businesses operate, but it is not a one-size-fits-all solution. Teams that combine AI with human insight will see the best results.

Why this hybrid model works:

• AI handles repetitive tasks, freeing up time for strategic thinking.
• Human input ensures quality and adaptability in complex situations.
• This combination delivers better results than relying on AI or humans alone.

Takeaway: Businesses that embrace this partnership will have a significant advantage.

10. Outcome-Based Pricing Needs Caution

Outcome-based pricing, where customers pay only for results, is gaining attention. While it sounds promising, it can create challenges if not applied carefully.

The risks:

• Vendors cannot control every variable that affects customer outcomes.
• Unrealistic expectations can damage buyer relationships.
• This model may not work for all businesses or industries.

Getting Ready For 2025

Want to dive deeper into these ideas and see how they can be applied to your business?