2026 ReportComing Soon·Mar 2026·25 min read
State of GTM 2026
Original research on how B2B go-to-market is evolving in the AI era. Based on data from 200+ GTM leaders across SaaS, fintech, and infrastructure.
Insights contributed from
Valley
11x
HeyReach
Instantly
Cognizant
Salesforge
ClayComing Soon
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Key findings
67%
of B2B buyers say thought leadership is the top factor in vendor selection
3.2×
more pipeline from companies with active founder content programs
200+
GTM leaders surveyed across SaaS, fintech, and infrastructure
#1
content ranked as the most trusted buying signal in 2026
What you'll learn
- How B2B buyers actually make vendor decisions in 2026
- Why cold outreach is failing — and what's replacing it
- The content types that influence pipeline most
- How to build a content program that compounds over time
- Benchmarks to compare your GTM performance against peers
Work With Catalyst
Insight without distribution
is just a document.
3.2×
more pipeline from founder content
500+
B2B GTM leaders trust our research
$5M–50M
ARR sweet spot we work in
We work with B2B companies that know content is the moat. Let's find out if we're the right fit.
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