2026年B2B软件企业产品上市（GTM）状况报告

March 2026 The State of Go-to-Market in 2026 Detailed Insights on: •GTM Strategy•GTM Health•Internal AI Implementation in GTM Orgs Disclosures Unlessotherwiseindicated,theviewsexpressedinthispresentationarethoseofICONIQ(“ICONIQ”orthe“Firm”),aretheresultofproprietaryresearch,maybesubjective,andmaynotberelieduponinmakinganinvestmentdecision.Informationusedinthispresentationwasobtainedfromnumeroussources.CertainofthesecompaniesareportfoliocompaniesofICONIQ.ICONIQdoesnotmakeanyrepresentationsorwarrantiesastotheaccuracyoftheinformationobtainedfromthesesources. ThispresentationisforeducationalpurposesonlyanddoesnotconstituteinvestmentadviceoranoffertosellorasolicitationofanoffertobuyanysecuritiesinconnectionwithanyinvestmentfundorinvestmentproductthatICONIQsponsors.Anysuchofferorsolicitationwillonlybemadepursuanttodefinitiveofferingdocumentsandsubscriptionagreements. Anyreproductionordistributionofthispresentationinwholeorinpart,orthedisclosureofanyofitscontents,withoutthepriorconsentofICONIQ,isprohibited. Thispresentationmaycontainforward-lookingstatementsbasedoncurrentplans,estimatesandprojections.Therecipientofthispresentation(“you”)iscautionedthatanumberofimportantfactorscouldcauseactualresultsoroutcomestodiffermateriallyfromthoseexpressedin,orimpliedby,theforward-lookingstatements.Thenumbers,figuresandcasestudiescontainedinthispresentationhavebeenincludedforpurposesofillustrationonly,andnoassurancecanbegiventhattheactualresultsofanyICONIQportfoliocompanywillcorrespondwiththeinformationcontainedinthispresentation.Noinformationisincluded Certainoftheeconomicandmarketinformationcontainedhereinmayhavebeenobtainedfrompublishedsourcesand/orpreparedbyotherparties.Whilesuchsourcesarebelievedtobereliable,noneofICONIQoranyofitsaffiliatesandpartners,employeesandrepresentativesassumeanyresponsibilityfortheaccuracyofsuchinformation. Alloftheinformationhereinispresentedasofthedatemadeavailabletoyou(exceptasotherwisespecified),andissubjecttochangewithoutnotice,andmaynotbecurrentormayhavechanged(possiblymaterially)betweenthedatemadeavailabletoyouandthedateactuallyreceivedorreviewedbyyou.ICONIQassumesnoobligationtoupdateorotherwisereviseanyinformation,projections,forecastsorestimatescontainedinthispresentation,includinganyrevisionstoreflectchangesineconomicormarketconditionsorothercircumstancesarisingafterthedatetheitemsweremadeavailabletoyouortoreflectthe Foravoidanceofdoubt,ICONIQisnotactingasanadviserorfiduciaryinanyrespectinconnectionwithprovidingthispresentationandnorelationshipshallarisebetweenyouandICONIQasaresultofthispresentationbeingmadeavailabletoyou. ICONIQisatradingnameofICONIQPartners(UK)LLP.ICONIQPartners(UK)LLP(RegistrationNumber:973080)isanappointedrepresentativeofKrollSecuritiesLtd.(RegistrationNumber:466588)whichisauthorisedandregulatedbytheFinancialConductAuthority.ICONIQPartners(UK)LLPisalimitedliabilitypartnershipwhosemembersareICONIQCapital(UK)Ltd,SethPierrepontandLouThorne,anditisregisteredinEnglandandWalesandhasitsregisteredofficeat27SohoSquare,LondonW1D3QR.ICONIQPartners(UK)LLPactsasanadvisertoICONIQCapitalLLC. Thesematerialsareprovidedforgeneralinformationanddiscussionpurposesonlyandmaynotbereliedupon.Thismaterialmaybedistributedto,ordirectedat,onlythefollowingpersons:(i)personswhohaveprofessionalexperienceinmattersrelatingtoinvestmentsfallingwithinarticle19(5)oftheFinancialServicesandMarketsAct2000(FinancialPromotion)Order2005(the“FPOrder”),(ii)high-net-worthentitiesfallingwithinArticle49(2)oftheFPOrder,and(iii)anyotherpersonstowhomitmayotherwiselawfullybecommunicated(allsuchpersonstogetherbeingreferredtoas“FPORelevantPersons”).PersonswhoarenotFPORelevantPersonsmustnotactonorrelyonthismaterialoranyofitscontents.AnyinvestmentorinvestmentactivitytowhichthismaterialrelatesisavailableonlytoFPORelevantPersonsandwillbeengagedinonlywithFPORelevantPersons.Recipientsmustnotdistribute,publish,reproduce,ordisclosethismaterial,inwholeorinpart,toanyotherperson. ICONIQ: Uncommon Care Supporting founders through pivotal milestones andvarious stages of growth Executive DataSources & Methodology This study summarizes data from aJanuary 2026 survey of GTM executives at 150+ B2Bsoftwarecompanies, includingChief Revenue Officers, Heads ofSales, CEOs, and Heads of Where relevant, we compareresults to a 2024 and 2025 surveyconducted by ICONIQ. In this report, select companies are referred to as“High Growth”companies3because they meet the following criteria: This report also includes quarterlyoperating and financial data fromcertain ICONIQ portfolio •Topline Growth: •200%+ YoY revenue growth if $10M-$25M Revenue•100%+ YoY revenue growth if $25M-$100M Revenue•50%+ YoY revenue growth if $100M-$250M Revenue•30%+ YoY revenue growth if $250M+ Revenue Executive Summary How companies are shifting GTM strategy Companies continue to diversify their GTM strategies by blending top-down and bottom-up motions, with high-growth companies leaning into bottom-up as a key growth lever alongside their upmarket