GTM resources

Ask the average go-to-market (GTM) leader what AI is doing for their team. Their answer will likely be vague, with most claiming a few minutes saved here and there. It’s useful, sure, but not fantastic. That answer changes when AI moves from a separate tab to a built-in experience. When AI is baked into the […]

One hour from now, you have a follow-up call with a prospective buyer. How long will it take you to prepare, and how many tools will you need to check to make sure you’ve captured all of the context you need? For most sellers, the answer is “a lot.” Salesforce’s 2026 State of Sales Report […]

According to Gartner, worldwide AI spending is forecasted to increase 44% by the end of 2026. Companies are investing in AI, and they are investing heavily. But knowing where and how to invest isn’t easy, especially with what feels like a million different AI tools out there and a million more different ways to build […]

“Wait…can’t we just build it ourselves?” Every business is asking the same question. And for 78% of the leaders surveyed for the Build vs. Buy Report, building with AI is already part of the plan this year. It isn’t surprising; many companies are rapidly maturing their AI strategy, with over a third (34%) shifting from […]

Two years ago, “vibe coding” wasn’t a thing. Today, we find ourselves in a very different world. I’ve worked in IT for close to 20 years and have watched technology cycles come and go, but I haven’t seen anything change how we work quite the way AI has. In my time at Highspot, I’ve been […]

At a recent event, we asked a room full of GTM professionals: “Where are you on your AI journey?” We (incorrectly) assumed that each team would be at a different point. Instead, over half of attendees reported feeling stuck in the exact same place. Where are teams hitting a wall? When they make the leap […]

According to Gartner, sales organizations undergo an average of four transformations every two years. Of those, only 11% manage to drive commercial success. For the go-to-market organization, and especially for the enablement function within it, that statistic says a lot. Every single one of those transformations lands on their desk, and the ask is pretty […]

According to LinkedIn’s Workplace Learning Report, 49% of L&D professionals say their executives are concerned that employees don’t have the right skills to execute their business strategy. And in busy, fast-paced industries, that gap is becoming a real problem. Because if the product, market, and go-to-market motion are all evolving at once, organizations are left […]

According to Gartner, 73% of B2B buyers actively avoid suppliers who send irrelevant outreach. That tells us two things. One, personalization is prolific. Many teams are trialing different plays and finding varying degrees of success. Two, personalization is a risky play. Get it wrong, and you might actually do more harm than good. So what […]

According to Salesforce’s State of Sales Report, sales teams use an average of 10 tools to close a deal, which then leaves 66% of reps to say that they’re overwhelmed by the sheer number of platforms they’re expected to juggle in their day-to-day. So when an enablement team goes to roll out new tools, reps […]

According to research by Gartner, by 2029, sales organizations with AI-driven enablement functions will achieve 40% faster sales stage velocity than those using more traditional approaches. But getting there means building the kind of workflows that tell you what actually works, which is only possible when you can see inside the conversations that selling actually […]

According to Salesforce, sales professionals spend up to 40% of their time searching for the information and knowledge they need to do their jobs. For go-to-market teams stretched across multiple products, multiple acquired businesses, and a sprawling tech stack, that number can feel like a conservative estimate. So how does a solo enabler cut through […]

It’s easy to get excited about Digital Rooms; there’s a lot to look forward to. But before launching them, a few things need to be in place. Check the box on the basics, and you set yourself up to drive ongoing adoption and set sellers up to get the full value from every Digital Room […]

Every seller has sent a follow-up email with a handful of attachments and hit send with confidence. That’s when the waiting starts…did the buyer read it? Did they share it with the right stakeholders? You’ll find out on the next call. Or you don’t find out at all, because there is no next call. Once […]

Every initiative your organization invests in is a bet. It connects budget, resourcing, and an incredible amount of time to drive a major, cross-functional effort. When it succeeds, the impact can be incredible. When it fails…they tend to be less so. The difference between a successful and not-so-successful initiative is visibility: how well you and […]

If you’ve ever supported a product launch, you know all too well how challenging it is to answer the question: So, did it deliver? Highspot’s enablement team developed a repeatable strategy for measuring launch health and success using the Initiative Scorecard. Use this worksheet to apply it to your next launch.

Any learning practitioner will tell you: Practice performs. It doesn’t scale. Practice-based training reinforces learning through relevant, real-world application. It also consumes extensive learning development capacity and requires hours upon hours of manual review time. So, when most teams build training, they don’t prioritize practice. Because of it, they’re leaving valuable training impact on the […]

You’ve invested thousands of dollars and hundreds of hours. And yet, one week after your sales kickoff (SKO), your field forgot 95% of what you hoped they’d walk away with. It happens easily and often. With the right approach, SKO can be a delivery vehicle for business-critical initiatives and the behavior change that support them. […]

A key issue preventing organizations from reaching their goals is the massive gap that exists between go-to-market (GTM) strategy and execution from their teams. Nearly every GTM leader believes their strategy is being executed. Yet, only a fraction—10%—say it’s actually delivering results. This gap between strategy and execution isn’t about lack of effort—it’s about scaling […]

Most go-to-market (GTM) teams might operate with a compass, steering them in the general right direction. Only with unified analytics do they gain a map—revealing exactly where they are, what terrain they’ve crossed, and where obstacles lie ahead. While 89% of organizations say analytics is essential for innovation, only about a quarter truly operate in […]

In today’s selling environment, the stakes are higher than ever—and every misstep can cost you a deal. To stay competitive and win more, go-to-market teams need to facilitate training that ramps reps fast, builds critical skills, and drives business outcomes. But traditional training often misses the mark, especially in today’s market. It’s too broad, not […]

In a world where AI is reshaping buyer engagement, what truly sets companies apart is the ability to deliver personalized, meaningful experiences at scale. Yet, it’s often easier said than done, as nearly half (47%) of organizations today struggle with their customer experience, unable to remove friction throughout the buyer journey.  Enter Digital Rooms—personalized, always-on […]

Most go-to-market (GTM) initiatives aren’t failing—they’re flying blind. When analytics live in siloed systems, it becomes nearly impossible to understand what’s working and what’s not. Managers can’t coach effectively. Organizations struggle to identify performance gaps and scale success. Without unified insights into GTM performance, even top-performing organizations risk falling short. AI is changing the game […]

The buying journey has changed dramatically. With more self-service, fewer live interactions, and higher expectations, today’s buyers demand smarter, faster, and more tailored experiences. Yet many companies are still relying on outdated approaches that fail to connect.  Research from the State of Sales Enablement Report 2025 emphasizes this disconnect: nearly half (47%) of organizations today […]