Reports
Original research on how GTM teams actually use AI, and the gap between what they say and what they can prove.
- More Selected AI Tool Categories Did Not Mean Clearer AttributionClear pipeline attribution was nearly identical in the three-to-four and five-plus category groups, while the five-plus group reported weaker cost visibility. The relationship is descriptive, not causal.
- The AEO Tracking Gap: Founder Respondents Trail the VP-Marketing CategoryActive AEO tracking varies sharply by respondent role. Founder respondents reported the lowest rate among the major role groups, while 45% overall were still figuring out strategy.
- In Our GTM Survey, Brand Voice and Quality Were Selected More Often Than Trust and AccuracyMaintaining brand voice and quality was selected by 47% of respondents, compared with 39% selecting trust and accuracy concerns. Here is GrowthX's process-based approach.
- The Speed Trap: Why 'AI Makes Us Faster' Is a Weak Budget CaseReporting AI returns as speed is easy and defensible, but it does not show what the spend earned. A revenue frame requires stronger measurement infrastructure.
- What the 24% of Survey Respondents Who Rebuilt Around AI Do DifferentlyA quarter of respondents said they rebuilt how they work around AI and reported higher rates of three maturity behaviors. Here is what separates the group and what the survey does—and does not—show.