Discover the latest insights from the 2025 Growth Leader Survey, where 200+ Growth Leaders shared how they’re driving pipeline, leveraging AI, and raising the bar for data quality in go-to-market operations.
Lean Growth Teams Drive Results
- The vast majority—89%—of Growth Leader teams operate with 10 or fewer members, with 65% running lean at 5 or fewer. This demands creativity, automation, and relentless prioritization to scale impact.
- Growth Leaders primarily support revenue-driving functions: CMOs, Sales, and SDR/BDR teams dominate the list of most-supported stakeholders.
Top Priorities: Pipeline Generation Rules
- Pipeline generation is the number one priority, with 88% of Growth Leaders centering on outbound/ABM and 89% on inbound and paid growth motions.
- The highest-priority campaigns focus on high-performing inbound programs, but multi-channel portfolios—spanning prospecting, outbound, ABM, and paid media—consistently outperform narrow tactics.
Growth Initiatives for Q4 and 2025
- Scaling ABM and targeted outbound campaigns are cited by 61% of respondents as their top planned initiative, followed by digital programs (47%) and outbound campaigns (44%).
- Data quality, targeting, and AI automation round out the key focus areas as Growth Leaders look to maximize efficiency and ROI.
AI Adoption: Early but Impactful
- Task-specific AI is in play for 57% of Growth Leaders, with most deployments focused on content creation, research, and prospecting personalization.
- Deeper workflow integration and end-to-end AI-driven processes are still emerging, but leaders are investing in pilot programs to scale what works.
GTM Data Vendors: A Call for Quality
- Data vendor satisfaction is at a low point: two-thirds of Growth Leaders are detractors, with an average satisfaction score of just 6.1 out of 10.
- The most common pain points are outdated and inaccurate data, slow enrichment, coverage gaps—especially with mobile and direct-dial data—and clunky CRM integrations.
- 77% of Growth Leaders are open to better data alternatives, and 81% expect to add or change a provider in the next 12 months.
Pipeline, Attribution, and Channel Excellence
- Events (58%) and inbound (54%) are top engines for pipeline addition, supported by outbound prospecting, referrals, and paid media.
- The highest-performing Growth Leaders benchmark and attribute pipeline sources monthly, enforcing rigorous data quality and process automation to optimize each channel’s ROI.
Download the Full 2025 Growth Leader Survey Report
- Benchmarks from 200+ Growth Leader respondents
- Deep dives into pipeline generation, AI use, GTM data, and vendor realities
- Tactical insights to fuel your 2025 growth agenda
Empower your Growth team with facts and frameworks used by the industry’s best – download your copy now!
