The State of B2B Go-to-Market in 2026: The ICONIQ Findings
From The Metrics Brothers by Ray Rike & Dave Kellogg
April 22, 2026 · 27 min · Episode 118
About this episode
Dave Kellogg and Ray Rike discuss the findings of the ICONIQ 2026 State of GTM Report, focusing on B2B SaaS go-to-market strategies and trends.
Dave "CAC" Kellogg and Ray "Growth" Rike discuss the ICONIQ 2026 State of GTM Report, a 32-page benchmark study based on a January 2026 survey of 155+ B2B SaaS executives across CROs, CEOs, and RevOps leaders. The pair digs into what the data says about how high-growth companies go to market differently, how usage-based pricing is reshaping sales compensation, and where AI in the GTM stack is actually delivering results versus falling short. Topics Covered GTM Motion Mix: Top-Down vs. Bottom-Up vs. Hybrid. The data shows roughly 60% of companies use a hybrid motion, but high-growth companies skew more toward bottom-up and PLG. Ray and Dave unpack the ICONIQ "variable growth bar" definition and what the motion mix signals about the source of growth. Channel and Partnership Revenue Is Bigger Than Expected. ICONIQ reports channel partnerships representing 27-31% of revenue for high-growth companies. That is well above the 11-15% Ray typically sees in comparable reports. Dave calls it the long-awaited comeback of channel in SaaS, and both hosts flag the near-absence of self-serve as a surprise. Quota Setting and Commission Structures in a Usage-Based World. For the first time in a…
People in this episode
Hosts: Dave Kellogg, Ray Rike
Topics covered
- B2B Go-to-Market
- ICONIQ Report
- Sales Compensation
- Usage-Based Pricing
- Channel Partnerships
- Quota Setting
Keywords
- B2B
- Go-to-Market
- ICONIQ
- Sales
- Pricing
- Revenue
- SaaS
- Commission Structures
Mentioned in this episode
Organizations: ICONIQ, B2B SaaS, CROs, CEOs, RevOps
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