February 5, 2025
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The go-to-market (GTM) landscape is being completely reimagined. Traditional outbound methods are losing their edge, and organizations that master signal-based selling—leveraging crucial, often-overlooked buying indicators—are pulling ahead. This shift isn't theoretical; it's reshaping how GTM teams approach data-driven strategies and customer engagement.
"Outbound ends up being a lot smaller part of the go-to-market motion," explains Todd Busler, cofounder and CEO of Champify. "Still effective, but it's going to be a lot smaller pie because I don't think we're going to be able to have armies of SDRs be wildly successful long-term."
Let's explore how GTM strategies are evolving, why signal-based selling is becoming crucial, and what companies need to do to stay competitive in this rapidly changing landscape.
The numbers tell a stark story: traditional outbound strategies are showing serious strain. Recent studies indicate email response rates have plummeted by 45% in the last two years, while the average prospect now requires 18-20 touches before engaging—up from 8-10 touches in 2019.
Automated outreach, once revolutionary, has devolved into inbox pollution. Mass email tools flood prospects with templated messages that feel more robotic than personal. The result? Buyers are increasingly immune to traditional outreach methods.
As Todd observed, "No one wants another email that says, 'Hey, I noticed you just got funding.' In a vacuum, that stuff is getting less and less useful. The people that figure out which signals actually matter will start to be a benefit—and I don't think that will ever change."
Imagine equipping your sales team with a tool that highlights not just who to target but why—and arms them with the right insights to make an impact. Signal-based selling operationalizes this vision by focusing on meaningful triggers and context.
While most companies track surface-level signals like job changes or funding rounds, true signal-based selling goes deeper. It combines multiple data points to create a comprehensive view of the prospect's situation and needs.
At Champify, Todd and his team focus on relationship-driven intelligence. "Your B2B company-wide Rolodex—knowing who's used your product, met with your team, or implemented your solution—is hard to replicate and incredibly powerful. It's also very hard to operationalize, but it's what makes signal-based selling stand out."
As automation and AI streamline routine tasks, sales reps are becoming strategic quarterbacks rather than just deal closers. They're coordinating cross-functional teams, crafting personalized solutions, and navigating increasingly complex buying journeys.
Todd's vision for the modern sales rep is clear: "It's not just the hungriest rep making the most phone calls anymore. It's the person who can say, 'I've talked to 10 businesses like this, and here's what you care about.' The best reps will work 15 to 18 opportunities at a time instead of 8 to 10, but they'll have the tools to deliver real value in every interaction."
One of the most overlooked assets in any company's arsenal is its network of champions—former users, advocates, or stakeholders who've moved to new roles. Data shows that deals involving a champion are 47% more likely to close and do so 28% faster than those without.
"Whether you use Champify, hire an intern, or build your own process," Todd emphasizes, "every company should do something to operationalize champion tracking. It's one of the most sure-fire bets you can make for growth."
With outbound's effectiveness declining, marketing teams are stepping up as primary pipeline drivers. This shift demands:
"We're seeing companies reinvent the event experience," Todd notes. "Instead of dropping $50K on a booth, they're hosting micro-events with unique experiences people actually want to attend. It's a smarter, more targeted way to build relationships."
In 2025 and beyond, efficiency will separate winners from losers. While sales teams may shrink, their impact will grow through:
Todd cautions against over-reliance on technology: "Most GTM problems are training and enablement issues, not tooling. People are looking for some magic fix, but the truth is, this work is supposed to feel hard. The key is to keep chipping away at it, improving one step at a time."
The future of GTM belongs to companies that embrace these changes. Here's how to start:
As Todd concludes, "It's about differentiating on your go-to-market process. The best teams will iterate quickly, learn from the market, and make smarter decisions faster."
The GTM landscape of 2025 will reward companies that act now. The question isn't whether to evolve your approach, but how quickly you can adapt to these emerging realities.
