Venture Capitalist at Theory

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1 minute read / Jun 25, 2024 /

2024 Theory GTM Survey


It’s time for the 2024 Annual Theory Go-to-Market Survey. This is a brief 28-question survey.

Our goal is to understand how startups have evolved their sales, marketing, customer success, and cash management over the last four years by comparing these results to those through the go-go years of 2020 and beyond.

We will publish these results and answer questions about them at upcoming Office Hours.

With this data, we should be able to draw some broader conclusions about the shift from growth to efficiency & determine if the buyer behavior changes in the private market parallel those in the public market. In addition, we should be able to draw some initial inferences about the impact of AI on sales teams.

If you complete the survey, I will share with you the anonymized raw data so you can perform your own analyses. If you have questions, just message me on Twitter or send me an email.

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