B2B Go-To-Market Digest week 19, 2025 by Ramzi Musa

Your bi-weekly dose of B2B GTM trends, strategies, and insights.

Welcome to this edition of the B2B Go-To-Market Digest. In this issue, we explore how to improve sales forecasting accuracy, the strategic lessons from Workday’s impressive $9B ARR growth, the hidden implications of recording meetings in the era of AI, and why traditional ROI thinking is undermining B2B marketing effectiveness. Each article offers actionable insights to refine your GTM approach in today’s evolving landscape.

1. How to Improve Sales Forecasting Accuracy

Sales forecasting can be a powerful lever for aligning GTM teams and enabling better business planning—but only if approached thoughtfully. This article outlines key strategies for improving accuracy, starting with setting clear goals, segmenting markets properly, and broadening the data inputs considered during forecasting.

Key insights

• Clearly define forecasting goals and align them with your GTM teams.

• Segment your markets and products for more accurate comparisons.

• Combine historical data, industry reports, and competitor monitoring for richer insights.

• Broader inputs lead to more reliable forecasting than relying on a single data source.

• Continuous adjustment based on market feedback improves forecast relevance over time.

Why this matters: Companies risk misaligning resources and missing opportunities without an accurate sales forecast. A structured, multi-dimensional approach ensures better predictability, stronger strategic alignment, and a more resilient revenue engine.

Read the full article HERE.

2. Five Interesting Learnings From Workday at $9 Billion in ARR

Workday has reached $9 billion in ARR while maintaining impressive growth and profitability metrics, offering valuable lessons for any B2B company aiming for scale. This analysis highlights how Workday leverages AI, customer expansion, and operational excellence to maintain its leadership.

Key insights

• 98% Gross Revenue Retention (GRR)—practically no customer churn.

• Strong focus on AI-driven innovation, especially AI agents for HR and financial management.

• An average ACV of $820,000, highlighting a deep enterprise focus.

• 30% of new customers adopt multiple suites, driving broader platform penetration.

• AI contributes to 30% of all customer expansions, boosting ACV and stickiness.

Why this matters: Workday shows that long-term success in SaaS involves deeply embedding into customer operations, staying product-focused, and continually leveraging innovation like AI to drive incremental growth and value.

Read the full article HERE.

3. Should You Record That Meeting?

Recording meetings seems like a harmless productivity boost—but it can subtly erode psychological safety, trust, and collaboration dynamics. This article explains why leaders should be thoughtful about when and how to record meetings, especially in remote and hybrid work environments.

Key insights

• Recording changes meeting dynamics and may inhibit open, candid conversations.

• AI-generated summaries can misinterpret context and emphasize irrelevant points.

• Psychological safety is crucial for innovation, collaboration, and individual development.

• Leaders should ask: Why record? How will it affect the meeting? Who is attending?

• Defaulting to recording can harm trust, especially in groups with varying power levels.

Why this matters: Recording meetings can be perceived as convenient, but it can come at a hidden cost: lower engagement, stifled innovation, and strained team dynamics. Leaders must weigh the benefits against these risks to preserve healthy, high-performing teams.

Read the full article HERE.

4. Why ROI is Undermining B2B Marketing Effectiveness

While ROI remains a critical metric, its short-term tactical application in B2B marketing has led to a misalignment with true growth drivers. This article argues for a broader perspective on measuring marketing impact, with a renewed focus on brand-building and long-term value creation.

Key insights

• ROI is often misused to measure isolated tactics instead of holistic marketing impact.

• Overemphasis on short-term metrics distracts from longer-term growth initiatives.

• Brand investment acts as a foundational growth driver and deserves financial recognition.

• New proposals advocate treating brand investments similarly to R&D expenditures.

• CFOs are open to brand marketing if tied to tangible financial outcomes like CAC and CLTV improvements.

Why this matters: B2B marketing effectiveness requires moving beyond tactical ROI to prove how brand-building drives sustainable growth. Companies that master this shift will create stronger long-term competitive advantages and financial resilience.

Read the full article HERE.

Final Thoughts

This week’s edition highlights a key theme: sustainable B2B success balances short-term execution with long-term investment. Whether refining sales forecasting, leveraging brand equity, carefully managing meeting dynamics, or scaling intelligently like Workday, deliberate strategy beats reactive tactics every time.

You can find this newsletter online here, along with previous editions. If this email was forwarded to you, consider subscribing here to receive future updates directly.

Ramzi Musa