What's Working in B2B GTM, Live on Wednesday

The summit, in three sentences

On Wednesday, October 14, Kyle Poyar (Founder, Growth Unhinged) and Maja Voje (Founder, GTM Strategist) host The State of B2B GTM (go-to-market: how a company finds, sells to and keeps customers), a virtual summit on Zoom from 11am to 1pm ET, 8am to 10am PT. The site promises new 2026 research, ten field reports, and "growth bets to pitch before your 2027 budget is set." It is presented by Ploy, with Sumble and Primer as Gold partners and Bryn by Civic (Civic's GTM Agent, more on it below), Passionfroot and Salesforge as Silver partners; registration runs through Luma, linked from the site, and the listing says the event is free.

Why "what's working" is the right question for October

GTM is about to get its 2027 budget. At most companies that number gets set in the next few weeks, which is why the summit's own pitch leans on the date. A new report on what teams are funding and cutting, read a few weeks before you commit your own number, is worth more than the same report read in January.

The format matters as much as the timing. Half the agenda is a report. The other half is field reports: people who run GTM at their companies describing what they run, not what they sell. The site groups them by who is doing the work: founder-led, GTM engineering and RevOps, marketing. That is the right sort, because "what's working" has a different answer depending on whose hands are on it.

The agenda, read the way whoever owns the growth number reads it

Whoever owns the growth number carries three questions into any session: who is interested in us, what do we do next, and how do we know it worked. Here is the agenda as the site publishes it, with the question each block is most likely to answer. The site notes that the agenda is still being finalized and may change.

• 11:00, keynote, "The big reveal." Kyle Poyar, Maja Voje and Bryant Chou of Ploy present the new data on what's working. The question: what are companies like yours funding and cutting?
• 11:30, field reports, founder-led. Brad Webb (Civic), Jennifer Phan (Passionfroot) and Adam Robinson (MultiSets, RB2B and Retention.com). The question: what does GTM look like when a founder is still the one running it?
• 11:45, keynote, "Data science principles for GTM." Anthony Goldbloom, CEO of Sumble. The question: how do you know it worked?
• 12:00, field reports, GTM engineering and RevOps (the people who build the tooling and keep the sales data clean). Frank Sondors (Salesforge), Mark Wright (SpaceXAI) and Davide Grieco (Clay). The question: what do you do next, and what runs it?
• 12:15, keynote, "B2B paid is bigger than LinkedIn now." Keith Putnam-Delaney, CEO of Primer. The question: where does paid money go now?
• 12:30, field reports, marketing best practices. Mallory Contois (Lovable), Cheryl Wolf (Vercel), Tom Wentworth (incident.io) and Rob Denton (Granola). The question: how do buyers find you, and what do they see when they arrive?
• 12:50, wrap-up and live Q&A with the hosts.

Read that way, the two hours cover the whole loop: who is interested (the data, the marketing block), what to do next (the founder-led and GTM engineering blocks), and how to measure it (the data science keynote). Nobody needs every block. Most people need three of them.

Civic's slot

Brad Webb, Civic's Chief Growth Officer, speaks in the founder-led block at 11:30 ET. The topic: your CRM and analytics record what a buyer did, and nothing you own acts on it. Brad's name for the fix is a system of action, on top of the records you already keep.

Here is the shape of it, and only the shape. Most growth teams now keep more records than ever: a CRM, product analytics, forms, plus whatever tells you who visited and whatever sends the follow-ups. Each one is the best it has ever been at its job. None of them acts. The record gets written, and the part that happens next still lives with a person. Bryn, the GTM Agent Civic makes, is built for exactly that part; more at the end. What has worked for Civic about that part is what Brad will say on Wednesday, and it stays for Wednesday.

THE RECORDS ⬩ AND THE PART THAT HAPPENS NEXT

Every record is the best it has ever been. One slot is still empty.

• CRMSOURCE OF TRUTH
• PRODUCT ANALYTICSSOURCE OF TRUTH
• WAREHOUSESOURCE OF TRUTH
• VISITOR IDENTIFICATIONSOURCE OF TRUTH
• SEQUENCERSOURCE OF TRUTH
• FORMSSOURCE OF TRUTH

the records you already keep ⬩ each one good at its job

?THE ACTION

the part that happens next

Field Notes ⬩ Team Civic ⬩ October 12, 2026

For the long version of why that slot matters, the Field Notes already carry it: everyone has signals, and the edge is the minute after one fires. For why a founder-led GTM team feels the gap first, start with the job nobody wrote down.

Pick three

A two-hour virtual summit is cheap to attend and easy to waste. The tab stays open, the chat scrolls, and by Thursday it is a feeling rather than a decision. The fix is a sheet, and it takes five minutes to fill in before the event starts.

Pick the three blocks you will actually act on. Not the three that sound best; the three where you already know a decision is waiting. For each one, write the question you want it to answer, in one line, before it starts. A session with a question in front of it gets listened to differently. Then, under the whole thing, leave one line blank: the one thing you change Thursday morning. Fill that line in before you close the tab on Wednesday, not after.

Pick three

Tick up to three blocks you will act on. Under each one, write the question you want it to answer. Then write the one thing you change Thursday morning. Copy the sheet when you are done.

(the agenda as published 2026-10-12; it may change)

The seven blocks of the agenda as published 2026-10-12, with a blank column for the question you want each to answer (static view).

Time (ET)	Block	The question I want this block to answer
11:00	Keynote: The big reveal
11:30	Field reports: Founder-led
11:45	Keynote: Data science principles for GTM
12:00	Field reports: GTM engineering and RevOps
12:15	Keynote: B2B paid is bigger than LinkedIn now
12:30	Field reports: Marketing best practices
12:50	Wrap-up and live Q&A
Thu	The one thing I change Thursday morning

My sheet (static view): the blocks you pick, the question for each, and the Thursday line.

1. Block: ______ Q: ____________________
2. Block: ______ Q: ____________________
3. Block: ______ Q: ____________________
4. Thursday morning, the one thing I change: ____________________

The Thursday rule is the part people skip. One change, written down while the session is still fresh, is worth more than a page of notes. It can be small: a question for the next pricing conversation, one rule to try on trial follow-up, one paid channel to test with a real budget line. If nothing on the sheet turns into a Thursday change, the two hours were content. If one line does, they were work.

Where Bryn sits

Civic is a sponsor because the summit's question is the one Bryn answers after the signal. A signal: something a buyer just did, like coming back to your pricing page. Every block on Wednesday is, one way or another, about what to do when that happens and who should do it. Bryn watches your site and product for buyers, works out who they are, decides if they're worth acting on, and runs the follow-up you approved, within minutes. Every run is logged, so the people who sign off can read it. The part that happens next, the one that currently lives with you, stops living with you. You read the log instead.

See you Wednesday

Registration is at stateofb2bgtm.com. Wednesday, October 14, 11am to 1pm ET. Fill in the sheet first, bring the three questions, and leave the Thursday line blank until the end.

See you Wednesday.