ICONIQ Growth Report Reveals Top Go-to-Market Tech Stack Tools Based on G2 Review Data

As a marketer, I’m constantly evaluating the way we go-to-market (GTM). And through conversations with my peers – both at G2 and at other companies – I know this is top of mind for all SaaS leaders. Our strategies and tactics must constantly evolve as the economic landscape shifts, buyer needs change, and new innovations emerge (like the influx of AI capabilities to help power our tech stacks). 

This is why the latest Go-to-Market Tech Stack report from ICONIQ Growth is especially timely. Powered by G2 data, the report explores how SaaS companies build their GTM tech stack, with particular focus on the role of AI. Based on G2 review data, ICONIQ Growth identified the top tools in each GTM category, highlighting those that have not only reached significant scale and customer awareness, but have also excelled across various user experience metrics.

Key themes of the report include the evolution of the tech stack as companies scale, spend analysis by ARR range, and trends in tool adoption. The report also emphasizes the role of AI in transforming GTM workflows and highlights the most prevalent and highest-rated tools in the market. Five notable findings include the following: 

1. Tech Stack Evolution: As companies scale, their tech stack evolves, with CRM systems typically being the first addition. Early-stage companies focus on customer continuity and integration across CRM, sales, and marketing tools.
2. Spend Analysis: Early-stage companies (<$50M ARR) spend 2-3% of ARR on their GTM tech stack, while later-stage companies spend approximately 0.5-1.0%.
3. Tool Prevalence and Ratings: The report identifies the most prevalent and highest-rated tools in the market. Notable categories include SEO Optimization, Marketing Automation, CRM, and Customer Support, among others. 
4. AI Impact: AI's increasing prevalence is transforming GTM workflows, especially in marketing and customer support, with AI-driven content creation and chatbots gaining traction.
5. Market Trends: There is a trend towards tool rationalization and consolidation, with high user satisfaction in demo software and SEO optimization, but lower satisfaction in market intelligence.

According to the report, the essential GTM stack for software companies can be bucketed into 13 categories across the sales funnel spanning marketing, sales, and customer success. These include software categories like Marketing Automation, CRM, and Workflow Management.

To uncover the top tools in each category according to the highest G2 Star Rating, as well as highest growth in adoption (according to increase in G2 user reviews), check out the complete ICONIQ Growth Go-to-Market Tech Stack report. Featuring these top-ranked tools and other key insights, I hope this report serves as a helpful guide for your 2024 GTM planning! 

* Please note that this study showcases performance of various top-performing GTM tools and is not representative of the entire GTM tech stack and universe of tools.