What will 2024 bring for go-to-market?

Ring in the New Year with 5 predictions from the Stage 2 Capital team

With the holidays in full swing, I’m hitting pause on the usual advice column this week.

Instead, I asked my team to join me in gazing into the crystal ball of 2024. We started broad discussing investing trends including down rounds, consolidation/acquisition, and a looming inflection point in the AI hype curve (reach out if you want to hear more!), but decided to take our own advice and FOCUS.  

So, here’s what the Stage 2 Capital team is predicting for go-to-market in the year ahead. 

To sum up our expectations for 2024: Quality > Quantity 

How will this play out?

Prediction 1: Leaner GTM Teams

On the sales front, the days of large junior teams funded by massive growth rounds are coming to an end. Instead, 2024 will bring a renewed focus on increased productivity per team member. GTM teams made up of fewer, more experienced and better supported sellers.

When it comes to marketing for startups, the Product Marketing skill set will be in high demand. ICP definition, clear messaging and tight alignment between product and sales are more important than ever leading founders to put increased value on the role of the PMM. 

Get started now! Check out our resources to help you define your ICP, map your buyer journey, and build your own GTM playbook.

Prediction 2: Land and expand motion

The 2023 trend of shoring up the customer base will continue. With lower growth rates and fewer new logos to be had, we’ll see an emphasis on AM/CS teams owning a number. At the same time, new business teams will look to accelerator logo acquisition. Smaller upfront deals will be made to get a foot in the door, followed by a well-executed growth plan to cement the land and expand strategy.

Get started now! If you aren’t already tracking Leading Indicators of Retention, here’s an overview and template ready for use.

Prediction 3: Optimization of the GTM tech stack

Where 2023 was the year of slashing budgets, 2024 will be a year of optimization as companies cautiously build the next version of their GTM tech stack. With dual goals of increasing productivity while reducing costs, we will see companies: 1) combining tools and aiming to do more with existing vendors, 2) testing new AI entrants into the space and 3) exploring how far we can take AI on the copilot to displacement spectrum. 

Get started now! Read up on who will win the GTM AI Race — startups or incumbents.

Prediction 4: Email deliverability/spam topic is coming back

Yes, Google did a 180 on their October ‘23 announcement of new mass mailing rules, but I don’t think we’re out of the woods yet! The frenzy around the proposed changes brought awareness to a problem that’s been building over the last few years – the volume of outbound email is out of control. I predict that in 2024 we will (finally) see a reduction in spam/mass email and a refocusing on clear, timely and oriented messaging targeting tighter ICPs. 

Get started now! Take action on the email marketing advice in this article before February 1.

Prediction 5: Relationships will be core to growth strategy

With the rise in AI GTM applications, close/trusted relationships will play a more critical role in buying behavior and decision making, elevating the role of Partners and Community. In 2024, startups will focus on building these channels earlier and putting a more strategic focus on keeping their advocates and champions engaged. 

Get started now! Learn from the experts — check out the advice from Nearbound and Partnership Leaders.

What did we miss? Please share your own 2024 GTM predictions in the comments 👇

On behalf of the entire Stage 2 team, I hope you have a wonderful holiday season and a very happy new year! We’ll be back in 2024 with more GTM tips and tricks!