AI, Applied: H2 2024
Benchmarking AI Maturity in 601 B2B
Growth-stage Companies
Growth-stage AI Maturity Benchmarks
The integration of artificial intelligence (AI) is now a strategic imperative for growth-stage B2B software companies across industries, geographies and company sizes.
This report, based on a study conducted by Georgian in collaboration with NewtonX, offers an analysis of AI maturity across 601 growth-stage B2B executives. This global survey, encompassing ten countries and fifteen verticals, reveals how companies with annual recurring revenues ranging from ~$5 million to ~$200 million are navigating the complexities of AI implementation.
With a balanced representation of research and development (R&D) leaders and go-to-market (GTM) strategists, the study examines AI's impact on productivity, costs and revenue.
Whether you're using the benchmarks to better understand your AI adoption, or for ideas on how you can advance your AI strategy, our report has data that can help.
601 B2B Executives
50% R&D
50% Go-to-market
27%
C-suite
100% Director or above
15 Industry verticals
$5M - $200M
ARR
AI Adoption Benchmarks
AI is a mainstream initiative for B2B Growth-stage software companies
Internal productivity gains is the #1 reason for adoption
Impact of AI on R&D
300 R&D leaders responded to questions on AI projects, models in use,
data sources, ROI, barriers to implementation and more, with cost emerging
as a major barrier to AI adoption.
Unlocking insights from data is #1 feature using AI
Data analytics and insights emerged as the Respondents' leading AI use case, with 46% of companies having projects in production.
Companies face several barriers to implementation
Respondents list costs (45%), absence of technical talent (40%), and tracking the right metrics (40%) as among the top concerns or challenges for further deployment of AI.
Impact of AI on Go-to-market
Discover how 300 go-to-market leaders are adopting AI across their teams,
how their current tech stack is enabling AI, major concerns and AI's impact on metrics
and KPIs.
Go-to-market adoption has a long way to go
Only 11% of Respondents on average said that they were using AI broadly across a range of go-to-market use cases.
However, there appears to be a large amount of activity to come, with 35% planning to adopt AI.
AI use is having a positive impact on go-to-market metrics
Over half of the Respondents observed a positive impact on their go-to-market metrics such as ARR, net retention and sales and marketing team efficiency thanks to AI.
Insight quality is #1 concern
The most common concerns given by go-to-market Respondents were: insight quality, data security and privacy, integration and ability to upskill their team.
Georgian's Crawl, Walk, Jog, Run Framework
Runners see greater benefits
The 2024 AI, Applied benchmarking report found that "runners" exhibit a different set of characteristics including a focus linking ROI to revenue, allocating more team resources to AI and adopting AI more broadly and deeply. These traits correlate with a higher rate of ARR growth than their peers.
2x ARR
Runners, who make up 12% of the B2B companies benchmarked, are seeing up to a 2x increase in ARR.
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