Introduction
Building on the insights and conversations from the 2025 GTM Research Agenda, this year’s focus deepens our understanding of how efficiency, authenticity, and AI collaboration are shaping modern go-to-market strategies. Through discussions with industry leaders and operators, we’ve identified emerging intersections between human creativity, data-driven precision, and automation. The 2026 agenda continues this exploration, emphasizing community-driven learning and practical application across the GTM ecosystem.
These topics remain working hypotheses but have matured through initial discovery and community conversations. They are shared here to invite continued exploration and deeper dialogue with practitioners, vendors, and operators. Rather than presenting final positions, our intent is to surface the most relevant and timely GTM questions for 2026. We will continue to solicit input, opinions, and insights from practitioners to sharpen, expand, and validate these themes based on real-world experience.
1. The Great Efficiency Shift
Hypothesis:
Efficiency, not growth at any cost, is becoming the new north star for GTM leaders.
Context:
Budget pressure, longer deal cycles, and stricter board oversight are forcing organizations to rethink how they allocate people, processes, and platforms. Leaders are consolidating overlapping tools, scrutinizing ROI, and maturing RevOps functions to maximize impact per dollar. Success now hinges on doing more with less while maintaining agility. In this environment, true creativity is more important than ever, serving as the differentiator that helps teams innovate despite constraints.
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