What’s actually working to drive growth: Stay ahead in 2025
Hello and welcome to The GTM Newsletter by GTMnow - read by 50,000+ to scale their companies and careers. GTMnow shares insight around the go-to-market strategies responsible for explosive company growth. GTMnow highlights the strategies, along with the stories from the top 1% of GTM executives, VCs, and founders behind these strategies and companies.
What’s actually working to drive growth: Stay ahead in 2025
There's a ton of talk about what isn't working today in go-to-market. However, companies are still finding ways to grow, which means there are some things that are working.
If you’re a regular listener of The GTM Podcast, you know that host and GTMfund Partner Scott Barker asks each guest: “What’s one tactic or strategy that’s working for you right now?”
After reviewing every single 2024 answer, we’ve distilled the 6 biggest themes shaping revenue growth today.
1. Back to basics
There may be no silver bullets, but there are what feels like endless options for tools, channels, and tactics to choose from. In a sea of options, what leaders are finding to work is actually going back to basics.
Peter Kazanjy, co-founder of Atrium, exemplifies this with "PG Tuesdays" — a dedicated pipeline generation day. The structure is intentional:
Mondays are packed with internal meetings.
Tuesdays provide a clear runway for focused outreach.
This cadence ensures higher engagement and leads to more booked meetings later in the week. By making pipeline generation a non-negotiable part of the operating rhythm, it turns what is often deprioritized into a reliable growth driver.
It also has a flavor of Jack Dorsey’s time management strategy and how he led both Twitter (now X) and Square, two of the most influential companies in the world, at the same time. The answer? Giving each day of the week a ‘theme’.
2. In-person interactions
Digital channels drive reach, but the deepest connections happen in person. Many GTM leaders are prioritizing intimate, high-value interactions to build trust and deepen relationships.
Guy Yalif has seen significant success with executive dinners — small, curated gatherings designed to foster peer connections rather than push a sales agenda. “These aren’t about pitching; they’re about fostering community and meaningful connections. Interestingly, attendees often leave saying, ‘I expected a pitch — can you tell me more about what you do?’”
Other companies like Memo are operationalizing the in-person dinner motion because of the results they’re seeing. Memo hosts 10-15 prospective buyers at each dinner event. Roughly 80% of those in attendance take a sales meeting with Memo after the event, with over 50% becoming sales opportunities. From those opportunities, 25%-40% become quality leads or closed deals. More on their motion here.
3. Customer-centricity
Deeply understanding customer needs and creating feedback loops is essential.
Leaders are embedding customer feedback into every business line.
Nealesh Patel turned what was once a "customer tour" into a company-wide ongoing practice. His entire GTM team prioritizes direct customer engagement to uncover needs and build true partnerships.
At GitHub, Elizabeth Pemmerl implemented a centralized feedback loop, ensuring every piece of customer input is captured, reviewed, and acted upon. The results? A 30% increase in customer-requested features delivered in one quarter, which increased to 40% in the following quarter.
4. Elevating conversations to the C-Suite
Engaging executive buyers earlier to unlock strategic alignment and larger deal sizes.
Engaging mid-level buyers isn’t enough anymore. To drive larger deals, teams must break into the executive suite.
Eric Gilpin, CRO of G2, underscores the importance of going beyond surface-level personalization. Instead of generic outreach, top-performing teams are conducting deep research to connect their solutions directly to C-level priorities like revenue growth and churn reduction.
As he expresses, “no one cares about features. Executives care about business outcomes. The teams that align their pitch with strategic imperatives win the deal.”
5. Alignment across revenue teams
Consistent communication keeps sales, marketing, and customer success aligned.
Silos between sales, marketing, and customer success are silent killers of revenue. Winning teams operationalize alignment with structured communication.
At Kahua, Ralph Barsileads a mandatory weekly revenue meeting at 7 AM PST. The entire GTM team aligns on pipeline health, marketing campaigns, and key wins. This disciplined approach ensures every team member is moving in lockstep.
6. Playing the long game
Focusing on relationships and compound growth rather than solely short-term wins is crucial for success.
James Kaikis, Chief Revenue and Experience Officer at TestBox, emphasizes the importance of nurturing relationships even when a prospect isn’t ready to buy: “Stay in touch, check in regularly, and provide value without expecting immediate returns. When the timing is right, they’ll think of you first.”
This is in the DNA of venture capital, but it applies just the same to SaaS.
Bonus: AI’s experimental phase
AI was referenced almost every conversation and is undoubtedly shaping the future of GTM, but most companies are still in test-and-learn mode. Leaders are exploring AI for outbound, account research, and persona insights, but best practices are still emerging. Expect 2025 to be a pivotal year for AI adoption in revenue teams.
Smart execution > silver bullets
One truth stands firm from every single conversation: there are no silver bullets.
The most effective teams are the ones prioritizing disciplined execution.
While tactics will continue to evolve, these foundational principles are proving to be the most resilient drivers of revenue growth as we head into 2025. The companies that execute them with focus and discipline, while adapting to the changing environment, will be the ones that win.
Tag GTMnow so we can see your takeaways and help amplify them.
💡 GTMfund Toolkit
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New year, time to take back control - 2025 is the year of inbox zero!
If anyone also wants to take back control of their inboxes and empower their teams to do so, Superhuman is generously offering the GTMnow community exclusive access to 1 month free on the platform. If you add any teammates in January to your team, they'll get a free month too.
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👂 More for your eardrums
For a deeper dive on what’s working to drive growth in B2B, listen to the full 24 minute episode. You’ll walk away from this episode with some great ideas from top operators on how to increase revenue, align your teams, and make a huge impact for your company in 2025.
🚀 Startup to watch
The rise of the growth founder. How growth is evolving, and how that’s showing up in founding teams.
Why vertical SaaS must master multi-product selling. Dennis Lyandres explains why multi-product selling isn't just a strategy; it's a necessity for vertical SaaS companies aiming for sustainability and growth.
👀 More for your eyeballs
AI SDRs and the future of prospecting. Why this shift is happening now, how the current prospecting software landscape is shaping up and what the future holds for AI in the space.
How to use hashtags on LinkedIn (be aware of how many you use). Using more than 5 hashtags on a single post might signal to LinkedIn that you haven’t naile
🔥 Hottest GTM jobs of the week
Associate at GTMfund (Vancouver, Canada)
Content Lead at Mutiny (Remote - US/Canada)
Chief Marketing Officer at Gorgias (New York)
SDR Manager at Finally (Boca Raton, FL)
Account Director at CaptivateIQ (Remote - North America)
Enterprise Customer Success Manager at Atlan (Remote - US)
Business Development Representative at Owner (Toronto)
See more top GTM jobs on the GTMfund Job Board.
🗓️ GTM industry events
Upcoming go-to-market events you won’t want to miss:
Spryng by Wynter: March 24-26, 2025 (Austin, TX)
Pavilion CMO Summit: April 17, 2025 (Atlanta, GA)
Pavilion CRO Summit: June 3, 2025 (Denver, CO)
SaaStr Annual: September 10-12 (San Francisco, CA)
Pavilion GTM Summit: October 14-16, 2025 (Austin, TX)
GTMfund 2025 events TBA (global)
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