Winning by Design’s AI-Led GTM Growth Survey from May 2025 reveals that 89% of Go-To-Market leaders across SaaS and B2B industries plan to increase AI investment in the coming year. The survey of 172 GTM leaders shows that while 58% currently allocate less than 5% of their GTM budget to AI, there’s strong momentum toward greater adoption, particularly among companies with over $50M in revenue. Sales enablement (51%), forecasting (22%), and marketing automation (15%) are the top prioritized use cases, with efficiency, customer experience, and revenue predictability being the primary investment drivers. The survey highlights that larger enterprises are more aggressively reallocating headcount budgets toward AI initiatives, with 50% of them shifting resources in this direction, while all organizations face challenges including budget constraints, lack of internal expertise, and integration difficulties as they work to incorporate AI into their GTM strategies.