Modern revenue teams are navigating a year defined by AI acceleration, buying group expansion, and rising pressure to deliver predictable revenue.

The State of GTM Efficiency Report: 2026 Edition examines how more than 200 B2B leaders are adapting their go-to-market motions to match the way buyers actually buy.

This edition reveals a shift toward opportunity-based execution, AI-powered workflows, and orchestrated processes that close the gap between signals and action. Companies are consolidating tools, improving data quality, and aligning revenue teams around dynamic buying journeys, not linear funnels.

What the 2026 State of GTM Efficiency Report Covers

Modern GTM Motions

Companies are running multiple motions in parallel—ABM, opportunity-based selling, and product-led growth—requiring coordinated execution rather than channel-specific tactics.

Top Challenges Impacting Revenue

Surveyed teams cite difficulty meeting revenue targets, creating qualified opportunities, and generating pipeline due to signal overload and fragmented data.

The Rise of Opportunity-Based Selling

More than half of companies now prioritize opportunity-centric execution with dynamic buying groups, improving precision and deal velocity.

AI as the Catalyst for GTM Efficiency

AI is accelerating qualification, automating lifecycle steps, enriching data, managing handoffs, and replacing slow, manual SDR functions.

Sales and Marketing Alignment Gaps

Nearly 40 percent of GTM leaders believe sales and marketing are still not aligned—creating friction throughout the buyer journey.

What High-Efficiency Companies Are Doing Differently

Teams achieving the strongest revenue performance integrate signals, clean their data, and orchestrate engagement across systems, channels, and stages.

How AI Is Transforming GTM Efficiency

AI Agents are now:

• Interpreting buyer signals in real time
• Qualifying and routing leads end to end
• Updating buying groups automatically
• Scheduling meetings without human intervention
• Personalizing outreach across channels

This shift frees GTM teams to focus on high-value conversations while AI handles operational complexity at scale.

Recommendations for Improving GTM Efficiency in 2026

The report outlines six areas companies should prioritize to accelerate revenue performance:

1. Adopt AI that speeds buyer-facing and operational workflows
2. Strengthen opportunity-based selling with dynamic buying groups
3. Improve cross-functional alignment across sales, marketing, and customer teams
4. Invest in data quality, cleansing, and signal unification
5. Choose orchestration-ready platforms over disconnected tools
6. Align lead and opportunity management to how buyers actually buy

Organizations that embrace these practices are positioned to achieve efficient growth, stronger pipeline, and more predictable revenue outcomes.