How GTM teams are winning in 2025: Alignment, AI, and brand consistency

As we pass the halfway point of 2025, it's the right time to assess what's working across go-to-market (GTM) teams. The traditional funnel, where marketing attracts leads, sales closes, and customer success steps in later, is no longer effective. Instead, high performing teams are shifting to models built around shared accountability, faster feedback loops, and deeper customer understanding.

That shift was the focus of a recent Exclaimer webinar featuring GTM experts from Growth Wise and Exclaimer. Here’s a breakdown of what’s delivering results this year, and what your GTM teams can learn from it. 

1. Cross functional pods are replacing handoffs 

Buyers expect a clear, consistent experience. Traditional handoffs between departments create gaps, slow decisions, and frustrate customers. 

In 2025, many GTM teams have adopted outcome based pods. These are small, cross functional groups—including sales, marketing, product, and customer success—focused on a specific part of the customer experience such as onboarding, renewal, or expansion. 

Each pod works toward the same outcome using shared data and weekly checkpoints. At Exclaimer, this model has improved speed, reduced backlogs, and helped teams act on customer needs faster. It has also made collaboration easier. When everyone contributes from day one, problem solving becomes faster and more focused. 

But structure is only part of it. Pods work when the culture supports experimentation and direct feedback. Psychological safety gives people room to test ideas, get things wrong, and fix them quickly. That has been just as important as any planning process. 

This approach removes confusion about ownership and priorities. Each pod knows its outcome, what success looks like, and who to work with to get there. 

2. Messaging alignment depends on shared ownership 

When sales creates messaging on its own, misalignment follows. Prospects hear one thing before they buy, then experience something else once they do. 

Exclaimer changed that approach by introducing the Command of the Message framework as a shared GTM initiative. Sales, marketing, customer success, and product teams worked together to define a message that reflects both what customers care about and what the company delivers. 

The outcome was immediate. Teams now speak with a consistent voice. Customers see that consistency across campaigns, calls, and onboarding. Internally, teams reference the same narrative—from positioning to product demos. 

This alignment didn’t come from a process shift alone. It worked because everyone contributed. When messaging reflects shared context and customer input, people use it without needing to rewrite it or work around it. 

This kind of alignment doesn’t require a full restructure. Start with a single campaign. Give teams a shared goal, review what works, and make the results visible. When everyone sees the impact of consistent communication, adoption follows. 

3. RevOps helps scale what teams prove first 

Structure doesn’t fix confusion. RevOps works best once teams have tested what works. 

At Exclaimer, the focus early in the year was experimentation. GTM teams tried campaign formats, enablement flows, and AI tools. They worked fast, shared feedback, and adjusted as needed. 

Once patterns emerged, RevOps built around them. It didn’t lead the work. It scaled what teams had already validated. 

This also applied to data. Rather than pulling insights together too early, teams delayed. That decision gave space for testing without slowing progress. Data was consolidated later once it could help scale instead of getting in the way. 

This model worked because habits changed with the structure. Weekly planning, shared metrics, and team ownership were part of the process from the start—not added on later. 

RevOps added control, but alignment came first. 

4. AI is helping GTM teams listen and respond faster 

At the start of the year, AI was used to speed up repetitive tasks—summarizing calls, writing first drafts, and organizing notes. 

That’s changed. AI now helps teams understand what matters to customers. At Exclaimer, tools like Gong highlight objections, identify gaps in messaging, and guide sales training. A GPT model, trained on Exclaimer’s voice, supports content that reflects how customers speak. 

Marketing and product teams use AI to spot language patterns, surface campaign themes, and process feedback faster. It shortens the time between insight and action. 

What started as an internal tool is now improving the customer experience. Teams are using AI to focus less on volume and more on relevance. 

Used well, AI gives teams an edge. It saves time and helps them respond with clarity. 

5. Brand consistency builds trust customers can see 

Buyers are overloaded. Messaging feels noisy, even when it's personalized. 

What cuts through is clarity. When tone, message, and intent line up across every interaction, customers notice. That's what brand consistency means in GTM work. Not colors or taglines. Just the same story told well, every time. 

At Exclaimer, this shows up in everyday communication. Email signatures are one of the most frequent customer touchpoints. But without structure, they're often inconsistent, misaligned, or missed entirely. 

Exclaimer solves that. Teams manage email signatures in one place, so every message reflects the same tone, confidence, and contact detail. No manual updates. No formatting issues. 

It's a simple change with a visible result. Customers get a clear, professional experience. Internal teams save time and avoid mistakes, and brand becomes part of the process instead of something to fix later. 

Where to focus for the second half of 2025 

The teams seeing real progress this year didn’t wait for the perfect plan. They chose one priority, tested it quickly, and built on what worked. 

To keep that momentum going: 

• Launch a campaign shared by sales, marketing, and customer success 

• Form a small team focused on a clear outcome, like onboarding or retention 

• Test one message using a customer feedback tool or internal model 

• Make time to review results, and share what you learned with others 

These moves work when they’re tied to a goal and followed by a short feedback loop. Progress doesn’t come from doing everything. It comes from learning fast, acting clearly, and repeating what works. 

Use email to support your GTM strategy every day 

Email is still the most used GTM channel. But it's also one of the easiest to forget about. 

Exclaimer’s email signature software lets organizations turn routine communication into brand aligned, compliant, and consistent customer touchpoints. It does this without adding extra work for IT or GTM teams. 

Want to see how Exclaimer can help support your GTM strategy in the second half of the year? 

Watch the full webinar or request a demo to learn more.