Mural’s 2025 Global Go-to-Market (GTM) Alignment Gap Index, conducted with Martec Group, reveals that while 85% of GTM teams feel confident in their collaboration, the same proportion regularly work toward conflicting goals. This disconnect—between sales, marketing, and R&D—leads to wasted resources, frustrated staff, and lost revenue to faster competitors.
Misalignment Impacts Revenue and Efficiency
- 89% of respondents report direct revenue losses from reduced customer retention, lower conversion rates, and slower time-to-market.
- 83% note indirect effects such as siloed processes, low morale, and frequent “fire drills.”
Leaders and Contributors See Different Causes
Decision-makers are twice as likely as individual contributors to blame poor strategy (43% vs. 22%) and unclear priorities (24% vs. 10%) for misalignment. Meanwhile, front-line staff point to day-to-day communication breakdowns.
Persistent Reliance on Spreadsheets
Despite modern tools, 87% of contributors still use spreadsheets for GTM collaboration—and experience misalignment at least monthly.
“Across industries and geographies, we see organisations eager to transform—full of fresh ideas and a drive for change. Yet the true test lies in keeping teams unified throughout the transformation journey, especially during critical go-to-market motions,” said Leigh-Margaret Stull, CEO of Mural.
“As companies accelerate these initiatives and bring new products, AI transformations and processes to market, misalignment can undermine progress. Our latest research reveals where go-to-market efforts hit the most friction and provides useful strategies to help teams align, move forward together, and realise their transformation goals.”
“Our research shows it’s not enough to just spend time meeting together. Teams must collaborate to reach alignment so they can drive faster GTM outcomes. That alignment requires intentional co-creation, well-defined methods, and the right platforms applied across the GTM team. Mural helps teams achieve this by creating the central source of truth from which decisions get buy-in and made.”
— Christina Bottis, CMO of Mural
Over half of the Fortune 100 now use Mural’s AI-powered workspace to plan and execute GTM strategies, improving efficiency and accelerating revenue. Read the full 2025 GTM Alignment Gap Index for detailed insights and alignment best practices.
