The rules of go-to-market changed. Again.

In 2026, the teams pulling ahead aren't the ones with the biggest budgets or the most tools. They're the ones asking a harder question: does this actually drive revenue?

ZoomInfo gathered insights from GTM executives and industry leaders to map out exactly what separates the leaders from the laggards this year, from reinvesting AI efficiency gains into high-touch sales capacity, to rebuilding workflows before layering on AI, to finally closing the gap between sales and marketing alignment.

If your GTM motion is still running on last year's playbook, this is your signal to act.