From Silos to Systems: 7 GTM Shifts You Can’t Ignore in H2 2025
- Sani Zehra
- 24 hours ago
- 4 min read
The GTM Reset for H2 2025
As we move into the back half of 2025, many B2B go-to-market teams are struggling to meet revenue goals. Sales cycles are longer, deal sizes are shrinking and buyer scrutiny is
intensifying. Founders, GTM leaders and investors are all asking the same question:
"What’s broken in our GTM engine and how do we fix it fast?"
The answer isn’t more tools or tweaks. The answer is re-architecting GTM from the ground up.
At Phi, we don’t theorize GTM - we build it. From FreightTech to FinTech, we run embedded GTM teams and RevOps systems that drive execution across the funnel. These insights come straight from the field, not from LinkedIn threads.
If you’re building your GTM team from scratch, explore our guide on Hiring Your First GTM Team.
1. Misalignment Is Costing Millions - Fix It Fast ⚠️
Aligned GTM teams are 2x more likely to hit revenue targets.
But most teams still operate in functional silos. Sales, Marketing and Success are often misaligned on handoffs, KPIs and funnel priorities - leading to lost pipeline and internal friction.
Why alignment wins:
Shared KPIs = tighter accountability
Faster feedback = faster GTM iteration
Unified narrative = stronger buyer experience
How to fix it:
Launch shared pipeline goals across GTM functions
Replace siloed standups with joint weekly rhythm meetings
Define handoff SLAs (MQL → SQL → post-sale)
Use a structured GTM Operating System to enforce visibility
✅ With a Series B fintech client, aligning SDR and AE incentives cut CAC by 25-30% in one quarter.
📚 You may also like: Laws of GTM Strategy Success
2. AI-Embedded Workflows Are the New Baseline 🤖
AI is no longer optional - it’s the new GTM layer.
The highest-performing teams use AI to eliminate manual tasks, improve segmentation, personalize outreach and speed up decision-making.
Where AI adds leverage:
Email and outbound copy generation
Signal-triggered routing and enrichment
Compliance-aware outbound sequences
How to start:
Audit your funnel for time-waste patterns
Run AI pilots in low-risk zones
Enable reps with AI co-pilots (not replacements)
✅ One logistics SaaS client boosted demo volume by 40% after embedding AI into segmentation and lead routing.
📚 Related: AI SDR Explained
3. Full-Cycle Selling Is Back 🔁
Handoff friction kills velocity.
Specialized BDR → AE → CS roles may work in enterprise, but they add friction in midmarket and transactional sales. Enter: Full-Cycle GTM Pods.
Why it works:
One owner = zero handoff confusion
Buyers trust continuity
Comp plans align to pipeline health
How to roll it out:
Promote top SDRs into AE roles
Align enablement with Sales-Led GTM
Use RevOps to reduce admin and amplify rep focus
✅ For a FreightTech hardware client, we reduced cycle time by 25-35% by deploying full-cycle pods.
📚 Dive deeper: Multi-Threaded Customer Relationships
4. Pricing Isn’t a Barrier - It’s a Conversion Tool 💸
Modern pricing signals value, not just cost.
Today’s buyers need early ROI proof and psychological safety. Static pricing pages don’t close deals - flexible offers do.
Winning pricing strategies:
Entry tiers for fast time-to-value
Pilot packages for cross-functional teams
Usage-based or modular pricing for scale-ups
Tactical changes that convert:
Rename plans with outcome-oriented labels (e.g., "Pilot-Ready")
Shorten commitments for faster approvals
Teach reps to sell value, not features
✅ One SaaS client reduced sales cycle time by ~32% after repositioning its mid-tier as a "pilot-ready" plan.
5. GTM Operating Systems > Ad Hoc Tool Stacks 🧩
Strategy without systems = broken execution.
Teams still juggle 7-10 disconnected tools without a unifying GTM logic layer. A GTM Operating System (OS) brings structure, repeatability, and cross-functional accountability.
Why a GTM OS matters:
Connects signals to workflows (e.g., job change → enrich → trigger outreach)
Eliminates lead leakage
Enables agile GTMHow to implement:
Map workflows across inbound, outbound, post-sale
Add GTM engineers or RevOps architects to drive it
Sync tools with signal-based automation
✅ With one B2B SaaS client, GTM OS revealed a 15% leak between demo request and rep assignment — now fully resolved.
📚 Explore: Customer Segmentation in GTM
6. Research-Driven Outbound Beats Volume 🔍
Volume is easy. Relevance is rare.
Buyers are numb to generic sequences. What cuts through? Deep, insight-rich outbound that shows you’ve done the work.
What research drives:
Smarter segment prioritization
High-response personalization
Messaging that resonates by vertical
How to build it:
Analyse funnel by segment: win rate, CAC, churn
Give reps vertical-specific insight decks
✅ For a HealthTech GTM project, our Gemini-based research model led to a 3x lift in first-call conversion.
7. Execution Speed > Strategy Volume ⚡
Strategy is cheap. Speed wins.
Teams get stuck in planning purgatory. But GTM success in H2 comes from building tight loops: deploy fast, get feedback, optimize.
How to move faster:
Start with a 1-page GTM plan
Test new messaging or ICPs in <7 days
Use RevOps to enable feedback into action
✅ For a Series A fintech, our KPI was "time-to-deploy" for every GTM experiment. That urgency cut time-to-lead by 40%.
📚 Explore: Measure GTM Success Metrics
Bonus: Founder-Led Selling Still Wins 🚀
Founder energy is a cheat code.
Even in mature GTM systems, founders still unlock the trust, urgency, and learning cycles that reps can’t replicate.
Why it still works:
Founders unlock internal champions faster
They articulate vision, not just features
They shorten the learning loop from customer to roadmap
✅ One fintech we support saw win rates jump 28% when the founder joined late-stage calls.
The GTM Opportunity in H2 🪜
The gap between operators and laggards is widening.
Winning teams are:
Aligning early and often
Embedding AI across the funnel
Empowering reps with full-cycle accountability
Packaging offers around buyer psychology
Turning GTM into a repeatable system
Want to see how your GTM engine stacks up?