Mural, a leader in visual collaboration, has unveiled the 2025 Global Go-to-Market (GTM) Alignment Gap Index, conducted with The Martec Group. The study explores misalignment across GTM teams—sales, marketing, and R&D and how it impacts revenue, time-to-market, and internal team morale. As businesses race to deliver innovation amid tightening resources, team alignment has emerged as a key factor separating market leaders from laggards.

Findings from the GTM Alignment Survey

• Misaligned Goals Despite Confidence in Collaboration

  • 85% of GTM professionals feel confident in their collaboration practices.

  • Ironically, 85% also report working toward different goals, leading to duplicated effort, confusion, and lost market share.

• Revenue Impact of Poor Collaboration

  • 89% acknowledge direct revenue hits—slower time-to-market, poor retention, lower conversion rates.

  • 83% cite indirect impacts—siloed teams, low morale, frustration, and crisis-mode operations.

• Role-Based Disagreements on Root Causes

  • Decision Makers: 43% cite unclear strategy and goals; 24% mention unclear deadlines.

  • Individual Contributors: Only 22% and 10%, respectively, see these as main issues—highlighting a disconnect in perception.

Collaboration and Communication Challenges

• Sales and Marketing Share Learning Styles—But Not Clarity

  • Both prefer visual and text-based learning (61%)

  • However, they struggle with communication clarity (41% of sales, 43% of marketing)

• Software Overload Still Leads to Spreadsheet Dependence

  • 87% of individual contributors still rely on spreadsheets for collaboration

  • These same users frequently experience weekly or monthly misalignment, despite software investments

• Intentional Alignment is the Missing Link

  • Meetings alone aren’t enough

  • Teams need co-creation frameworks, shared tools, and mutual visibility into priorities and outcomes

Strategic Takeaways from Mural Leadership

• Leigh-Margaret Stull, CEO of Mural

"Keeping teams unified throughout transformation is the real challenge. Misalignment can stall even the best strategies."

• Christina Bottis, CMO of Mural

"True GTM success requires structured alignment, not just communication. That’s what Mural enables."

Why Mural Matters in the GTM Landscape

• Used by over half of Fortune 100 companies

• Empowers cross-functional GTM teams with AI-powered visual workspaces

• Facilitates:

  • Faster planning cycles

  • Stronger decision buy-in

  • Improved revenue execution across sales, marketing, and R&D

Mural’s 2025 GTM Alignment Gap Index brings to light a core operational problem: GTM teams appear connected on the surface but are misaligned at the goal level. Without shared strategy, synchronized timelines, and a single source of truth, even well-intentioned collaboration falls short. With its visual, AI-driven workspace, Mural provides the infrastructure for alignment that today’s fast-moving organizations need to stay ahead.

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