2026 GTM Report

The Proof-to-Performance Gap: why legacy GTM no longer works.

Insights from 450 GTM leaders on why legacy playbooks are failing — and what top performers do differently.

450 GTM leaders9 chaptersHeinz Marketing × SlashExperts
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The numbers your competitors already know

Data from 450 GTM leaders — and a widening gap.

32%
of orgs say more than half their reps hit quota
quota attainment is stagnant
Survey · Q10
46%
admit their forecasts miss by 20% or more
forecasts are unreliable
Survey · Q15
66%
say peer conversations are "very" or "extremely" influential
peer proof decides
Survey · Q18
60%
see a measurable win-rate lift when proof lands in ≤48h
speed-to-proof wins
Survey · Q21

"In 2026, the teams that win aren't the loudest — they're the ones whose customers show up at the deciding moment."

— The 2026 GTM Report

What's inside

Nine chapters of frameworks, benchmarks, and exercises.

Actionable playbooks to close the proof-to-performance gap — not another trends deck.

2
Pipeline Leakage Heatmap
Where deals hemorrhage, stage by stage — and the mid-funnel gap between Evaluation and Proposal.
3
The Broken Playbook
Why pipeline coverage is a lie, and how legacy forecasting keeps missing by 20% or more.
4
The Invisible Competitor
The peer conversations happening off your channels — buyer-initiated, and out of your control.
5
Speed-to-Proof
The ≤48-hour proof SLA the top performers run — and the 60% lift that follows.
+ 5 more chapters
The full playbook for building proof into your go-to-market — get it in the report.
Look inside

Real pages, real data — straight from the report.

Every figure is sourced to a survey question. Here's a peek at the survey snapshot and the high-performer benchmarks.

Inside the research

Built on real GTM leaders, not vibes.

A survey of 450 GTM leaders across SaaS, services, manufacturing, financial services, and healthcare — from Heinz Marketing and SlashExperts.

450
GTM leaders surveyed
80%
C-level, VP & director respondents
5
industries across B2B
What high performers do differently

The top 8% run proof like infrastructure.

  • Proof delivery is a KPI, not a content task — teams hitting a <48h SLA see a 60% lift in win rates.
  • Proof signals are attributed in the CRM — closing the loop between validation and forecasting.
  • Budget follows innovation — 10–15% of spend redirected to community and AI-led plays, experimenting 3× more than laggards.
  • The result — cleaner pipelines, shorter cycles, predictable performance.
Who's reading this report

Read by GTM leaders at high-growth companies.

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