The Physics of GTM Have Changed.
GTM R&D is the missing function inside the go-to-market org — an innovation engine that creates insights into buyer work and acts as a force multiplier for every execution function.
Why GTM Needs R&D Now
- CAC is rising while win rates are falling.
- 70% of the buying process is complete before a sales conversation (6sense).
- 81% of buyers already have a preferred vendor before they ever talk to sales (DemandGen).
- AI is flooding the market with content and features, destroying old moats.
- Execution-only GTM orgs can’t keep up. What’s missing is an R&D engine.
The Road to GTM R&D
Every breakthrough in GTM has pointed toward one truth: insight into the buyer’s work drives outcomes. But none of these were ever institutionalized.
Inbound Marketing (2000s)
Attracted buyers with useful content. Collapsed under content volume.
Thought Leadership (2010s)
Differentiated with authority and POVs. Stayed ad hoc, personality-driven.
Challenger Sale (2011)
Proved insights can win deals. But assumed insights already existed.
- All circled the truth. None built the engine. GTM R&D completes the lineage.
The Missing Function in GTM
GTM R&D is both a discipline and a function:
- A discipline (like Agile) that changes how companies operate.
- A function (like Product R&D) that institutionalizes innovation.
- A force multiplier that drives every execution function:
- Brand → differentiated POVs.
- Sales → insight selling.
- Demand → breakthrough hooks.
- CS → strategic partnership vs. vendor.
Infinite Leverage from a Subtle Shift
- GTM has always been execution-only.
- GTM R&D adds innovation to the org — a small, subtle change with massive implications.
- Creates the Innovation Flywheel:
- Work Innovation fuels Product Innovation.
- Product Innovation fuels Work Innovation.
- Together, they compound.
Read the Thesis. Join the Movement.
GTM R&D™ – The Missing Function in B2B Growth.
[Your Name], Founder of GTM R&D