Marketing teams that are struggling most right now are using a playbook from a few years ago, but that ship has long sailed.

But is all this change new? Maybe its slightly more extreme, but marketing is always changing.

And so, I felt the need to make a timeline of the last 15 years of B2B GTM, covering shifts in GTM motions, channels, team structures, spending habits, jargon changes, etc.

My realization: Marketing has always been at its best when it’s the connective tissue across GTM—including sales and product.

The best teams stay nimble. They don’t throw everything they’ve learned and tried out the window—but they know when to change it up.

More on how to drive GTM alignment in 2025 in my latest newsletter & podcast: