The 2025 GTM trends you can't miss (with Chris Walker)
Will we get more efficient next year? What will happen with AI? and more.
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We invited Chris Walker back on the show. He’s the CEO of Passetto and Executive Chairman at Refine Labs, a company he founded in 2019.
Consulting and advising several late stage SaaS companies, we asked him what trends he’s seeing and what his predictions are for 2025 in relation to GTM.
Here’s a few of the takeaways
A main challenge for the 6 key executives is this: They don’t have the data structured in the right way to make the right strategic decisions.
At the same time, teams use the wrong KPIs, leading to investing in the wrong initiatives leading to worse efficiency.
Many teams haven’t cut cost strategically. Improving efficiency is not cost cutting - it’s reallocating budget from low to highest performing initiatives.
We’ll see an emergence of smaller teams for the sub $150M ARR companies. They will use AI effectively, work with consultants and deliver a high ARR per FTE.
The winning teams leading the charge in particular will do so with marketing teams that has less than 10 people.
We’ll see a different structure for how companies run post sales, in particular by integrating customer success and account management closer.
00:00 Introduction
03:17 Has anything changed?
05:03 Understanding the Core Problems
07:06 The C suite
12:03 Wrong KPIs
14:40 No, we aren't more efficient
19:00 AI and Market Efficiency
22:03 Building Customer-Centric Software
24:12 The Real Cost of Software and Market Growth
24:52 Predictions for Marketing Teams
27:03 Challenges in AI Adoption
29:24 Data's Role in AI and Marketing
30:37 Future Trends and Predictions
34:40 The Art and Science of Go-to-Market Strategy
35:56 RevOps and Go-to-Market Operations
37:48 Customer Success and Account Management
40:51 Key Ingredients for Success in 2025