NEXT-GEN GTM INSIGHTS

Summary from the TLDR Marketing newsletter

B2B GTM has shifted beyond marketing generating pipeline and sales closing it. Now, marketing, sales, product, and ops all contribute. The MQL model is outdated, leading to wasted spend and poor targeting. A better approach is account-based, focusing on high-fit ICP accounts and tracking their journey with unified metrics. Companies should map ICP accounts across key buying stages to measure progress. Marketing can lead all pipeline efforts, including SDRs and AI-driven outreach.