The State of Go-to-Market in 2026 (ICONIQ)

Summary

• The study summarizes a January 2026 survey of GTM executives at 150+ B2B software companies.p.4
• Hybrid pricing remains dominant, with ~50% of companies having hybrid as their primary model.p.6
• High-growth companies expect greater leverage from self-serve than peers (~20% vs. ~10% respectively).p.6
• High-growth companies generate ~60-80% of pipeline from sales and channel motions versus ~15-20% from marketing.p.6
• Free trial / proof-of-concept motions convert at ~50%, versus 25-35% from SQL/Demo.p.6

Key insights

1. Companies continue to blend top-down and bottom-up motions, with high-growth companies leaning into bottom-up as a growth lever.p.8
2. Account Executive incentives are expanding beyond Gross New Recurring Revenue, Bookings and Total Contract Value to include Net Revenue and Net Dollar Retention.p.6
3. Top-quartile YoY ARR growth is reaccelerating across most revenue bands.p.6
4. Consumption/usage- and outcome-based pricing are more common among products powered by proprietary models.p.10
5. Funnel efficiency is improving, with conversion rates ticking up year over year.p.6