In a 15-year-old plus enter the market Career Strategy (GTM), I have worked with hundreds of B2B companies directly, indirectly with other consultants or through any of the many accelerator programs that I mentor. During that time, I've seen a typical consistency that breaks down all strategies—an unwillingness to dig deep into layered research on poor proprietary data.

In most cases, customer-facing teams are fragmented, arguing over technology stacks and creating barriers between marketing and sales, adding further complexity to an already complex and convoluted process. Moreover, clamoring for preferred technology puts distance between teams and limits the ability to fully understand the customer and, therefore, the customer journey. Add in that most customer success teams work with tools away from CRM and it's a data minefield. It's too complex and complicated, so you can't fully understand customer behavior through your channels and pipelines.

Related: How to build an entry strategy that prevents risk

So how do you sort this out and build a solid GTM strategy for 2025?

First, take an in-depth assessment of your current status. It's yours technological stacks online? Are all teams using the same tools sharing the same data? For example, HubSpot has an integrated sales, marketing, and service tool to accurately track the customer journey from a stranger who doesn't know your business to a paying customer who advocates for your product or service.

This is not to say that other technology combinations cannot achieve the same thing. However, companies are tasked with becoming much more aligned with their technologies and data – hence the growth of Revenue Operations, which has become the number one demand for GTM teams since the end of the era of growth at any cost that just we went out

So here it is. To build a fully aligned GTM strategy for 2025, you need the following:

• All teams should work from a connected data source centered around CRM. That's why HubSpot is a great call.

• Reports that track your data quality, ICP, average customer journey, deal speed, churn and individual contributor performance

• Business unit leaders who want to work with each other, not undermine each other

• Deep competitive analysis

• Historical property records preferred. If not, interview your target customer through one of the many platforms available, such as Wynter or Respondent.

• Use AI to pull trends from your proprietary data focused on what's working and what's not

• Make sure you get deep into your segmentation. It's not about top-line identifiers like industry, employee size and so on, but to understand beyond that what intricacies made people at those companies engage with you. Then, do more of it.

• Voice of the customer: You should have someone in charge of regular customer engagement and reviews of deals won and lost. Automate the inquiry through a workflow in your CRM so that all deals won or lost require a quick interview or use a form that stores the answers to your questions in your CRM. Remember, CRMs are AI-enabled now, so the more information you keep in them, the better your ability to create winning sales and marketing campaigns that improve customer experience.

Related: How to successfully launch a product in under 90 days

Market Entry Framework

Next, find a solid go-to-market framework to leverage your business. If you are a B2B organization, check out the ARISE GTM® Methodology, which comprehensively covers you from assessing your current stage of play to relaunching a successful and aligned GTM strategy. A framework like ARISE makes it easy for small teams to launch big strategies, which leadership is increasingly looking for. In five steps, you can be up and running:

1. Rate: Get a complete review of your performance, reporting, technology stack, agencies, individual contributors, and metrics like return and profitability.

2. Research: Use AI to perform competitive analysis, digest and interpret research and white papers, analyze your first-party data to see where you fit in the market and build your differentiation.

3. The idea: Use these collective lessons in a cross-functional team workshop to bring together your status quo, market opportunities and customer insights gained by your team to generate ideas for how you move forward.

4. Strategize: Formulate ideas into strategies and campaigns that align with your new differentiation, positioning and messaging.

5. Run: Time to deliver and learn, pivot fast, scale faster with what works, and if you have good customers, work with them on your new messaging and positioning to make sure they catch on.

This easy-to-follow process ensures that you can make a change and repeat the methodology year after year to keep it relevant.

Another thing to discuss is that you should never choose a tech stack before you have a strategy. This can lead to major inefficiencies and poor performance in strategic execution. The task is not to buy the latest big buzz software tool, but to build a plan and buy the best tools to enable it. With LinkedIn full of influencers bouncing playbooks around tech groups, it can be all too easy to get overwhelmed and jump on a platform of perceived success only to find your team can't execute it and it sets you back.

Related: 6 key things to consider when bringing a product to market

If all of this seems overwhelming, you can further simplify it to three questions:

1. How do I communicate my value to the right audience?

2. How can I enable my buyer to buy from me?

3. How can I successfully enter, sell, cross-sell and keep my clients once i have them?

As a founder, these three simple questions are perfect to ask your business unit leaders and set them on a path to work closely together to figure it out. So the path to a new GTM strategy that works in 2025 may be straightforward; with this playbook, you should find it even easier to drive rewarding results with differentiated positioning, aligned teams, and a technology stack that holds all customer data.