What’s In & What’s Out: A GTM Playbook For 2023Let’s face it, 2023 will be a decisive year for technology companies, determining whether companies flourish or fail. Tech buyer behavior has changed significantly over the last several years—a reality that will continue. Go-to-market (GTM) teams must adjust their strategies to deliver the non-linear experiences buyers demand. What’s changed? We learned in our 2022 survey report, B2B Buying Disconnect: The Age of the Self-Serve Buyer, that today’s technology buyers want to control each step of the buyer’s journey, from research to purchase. They do most of their research anonymously, and don’t want to engage with a salesperson until they are the majority of the way to a purchase decision. To yield the best results, engage with your pro

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