Top 3 Trends Driving Success for GTM Teams in 2024

At Crystal, we’ve spent the year listening to the trailblazers and change-makers in the GTM space. We’ve dug through conversations, surveyed hundreds of professionals, and uncovered a major truth: the best teams didn’t just ride the wave of change—they were the ones steering it.

What’s their secret? A relentless focus on human-to-human connection.

Whether it was understanding people on a deeper level, using AI to amplify what makes us uniquely human, or nailing the art of preparation, these teams pushed the boundaries of what it means to connect in a digital world.

Forget B2B or B2C—the future is H2H.

Here are the three key trends top performers are using to shape the future of GTM.

Understanding People Is the Ultimate Differentiator

Successful teams get it: generic outreach just doesn’t cut it anymore. The key? Communicating in a way that resonates with someone's unique personality.

Imagine walking into a meeting already armed with knowledge of your buyer's communication style—whether they prefer an in-depth conversation or just the key points.

Tailoring your approach to their preferences helps build trust, and trust is essential to any productive discussion, whether it’s sales, marketing, or partnerships. As Nicolas Beaver, Head of Sales at insauga, describes it: “That’s a sign of respect—to present information the way they prefer to receive it and communicate with them how they want to be communicated with.”

As John Pojeta of PT Services Group says: "Crystal gave [our team] an edge. They know who they're talking to, what that person values, and they go with it."

AI Is an Accelerator, Not a Replacement

AI is everywhere, but the best in the business aren't just talking about it—they're using it to become ridiculously effective. Top performers understand that AI isn't here to replace them; it's here to make them even better at what they do.

By automating routine tasks and providing actionable insights, AI allows teams to focus on what really matters—building relationships and winning deals.

Shane Gibson, Founder of the Professional Sales Academy, put it best: "AI is not a replacement for salespeople, but salespeople who use AI will replace salespeople who don’t."

But here’s the key: it’s not about any AI—it’s about AI that prioritizes human connection.

Take KnowledgeNet.ai, for example. With Crystal’s API, they’ve integrated personality insights directly into its platform, giving teams instant access to communication preferences, decision-making styles, and motivators for their prospects—all within their CRM. Pairing this with generative AI tools, users can create hyper-personalized messaging in seconds.

Similarly, Outreach.io uses AI to optimize engagement. By analyzing prospect behavior, it suggests the best times to reach out and recommends personalized follow-ups. 

This is where AI shines—not replacing human effort but amplifying it. 

 Winging It Is Officially Out, Strategic Preparation is In

Top performers understand that success starts long before the meeting itself. They don’t just show up prepared with a pitch—they take the time to research the buyer’s goals, challenges, and interests. They dive into the company’s culture, objectives, and market position to tailor their approach.

Why? Without knowing what drives your buyer and what the company is trying to achieve, you risk offering solutions that feel irrelevant or out of touch. 

For instance, if you’re meeting with a VP of Operations at a manufacturing company, and you know they’ve been investing in automation to streamline production, you wouldn’t start by pitching a service that requires manual processes. Instead, you’d focus on how your solution integrates with automation efforts, helping them reach their efficiency goals without disrupting existing workflows.

It's no surprise that 92% of GTM professionals agree: pre-meeting research directly impacts success rates. Miss this step, and you're likely to miss the opportunity altogether.

As Gray Mabry of iVenture puts it, "[Crystal] saves you from preparing information that's going to sit in a folder and never come out."

Ready to Lead the H2H Revolution?

As we wrap up 2024, one thing stands out: the power of understanding people is shaping the future of business. This year showed us how blending human insight with AI and intentional preparation can turn everyday interactions into real opportunities.

But trust us—this is only the beginning.

In 2025, we’re excited to introduce something new that will elevate how GTM teams approach meeting preparation. It’s designed to make your interactions smarter, more personal, and even more effective.

We can’t wait to share it with you—stay tuned!