Marketing is full of activity. Pipeline is not.
TL;DR
Are you ready for Q1? Success with your GTM in 2026 will rely on SIMPLICITY. Doing less, deeper and for longer. Not more, with less and shorter.
Limited testing – absolutely!
FOMO over not testing more and more – definitely not.
Also, stop chasing playbooks. What’s worked for one company will likely NOT work for yours.
Daria, VP Marketing at a DevOps startup, thought she had a solid GTM strategy. She was running ABM campaigns, refreshing content quarterly in multiple formats, layering in intent data, and tracking conversions in HubSpot. But six months in, Sales was still chasing ghosts. Her MQL-to-SQL conversion rate was below 5%. SDRs weren’t following up inbound leads. The budget was bleeding and no one could explain why. “This used to work, what’s happening?”
It wasn’t a creativity problem. It wasn’t even a targeting problem. It was a complexity problem.
In 2026, the smartest marketing leaders aren’t doing more. They’re doing fewer things and doing them better. Simplicity isn’t a sacrifice. It’s a strategy. And for teams under pressure to prove revenue fast, it’s the only one that works.
Complexity is a distraction. Your GTM strategy needs a single operating system
Look at any struggling GTM motion and you’ll find the same pattern: five paid channels, three enrichment tools, two CRMs, and one stressed-out marketer duct-taping it all together.
Fragmented GTM strategies create noise internally before they ever get the chance to cut through the noise externally. When every motion is cobbled together with separate tools, inconsistent data, and disconnected teams, pipeline suffers.
And let’s not pretend HubSpot is helping, not in the way most teams have it set up. It’s often used like a fancy dashboard. Not the engine.
“We see this constantly: HubSpot portals full of dashboards, no handoff automation, nothing enriching the leads, nothing triggering SDRs. It’s not a GTM system, it’s a record of what didn’t work.” Ronit Iaroslavitz, HubSpot Strategist and Partner @Envy
GTM in 2026: The winning move is focus
The marketers who will survive 2026, and we don’t use “survive” lightly, are the ones ruthless enough to simplify. Because what worked before won’t scale under pressure.
They aren’t chasing the next tactic. They’re building one motion. Fully. What does that look like?
Good question. It means marketers and their CEOs need to stop with:
- FOMO of tech and other GTMs: this causes plans and campaigns to be aborted prematurely, before you’ve had enough time to really check whether they had a chance of working. Perhaps the messaging didn’t resonate with the persona? Perhaps the persona was not right? Perhaps the persona was right, but they didn’t even get exposed to your campaign as it was changed too quickly?
If the buying process is taking longer and with more stakeholders, why wouldn’t marketing to your audience be any shorter??
- Looking for the playbooks: you can take two very similar competitors, run the same playbook and get very different results. In the same way that 2 children from the same parents will likely be vastly different. Companies too have DNA, culture, a way of doing things that’s becoming increasingly prominent as a decider for whether your GTM will succeed.
So if you or your CEO are still looking for, “that’s what worked for them” playbook, that too is a waste of your time and money.
Successful marketers are choosing one platform as opposed to a myriad of tools all duct-taped together. And they’re building it inside one system that does it all.
For us, that’s HubSpot. Not because it’s trendy. Not because it has nice dashboards (although it does). But because it works.
HubSpot simplifies execution. It centralizes lead flow, sequences, enrichment, scoring, and sales alerts, all in one system. It removes excuses. It gives clarity. And when your team is aligned on a single source of truth, trust follows.
Simplicity creates clarity > Clarity builds trust > Trust drives pipeline.
The Envy GTM System: Four Steps, One Funnel
1. Process and definitions
First, we triage everything. Run a highly focused review of your core business processes & how they’re configured on HubSpot:
- Gaps in ICP definitions, segmentation, and lifecycle logic.
- Stakeholder alignment on how leads should move through
your funnel.
The goal is clarity: what’s holding you back and what’s worth scaling? Most teams skip this. They launch campaigns on bad data and wonder why Sales says, “This lead sucks.”
2. Turn HubSpot from reporting tool into execution engine
This is where simplicity delivers its first win. HubSpot is configured to:
- Understand and recognize your ICP and buyer signals
- Auto-update itself with the right data
- Score intent and assign handoffs
- Trigger nurtures, sequences, and alerts
- Properly support HubSpot’s AI & Assistants
We also build the dashboards you actually need, not the ones HubSpot gives you by default. And we cut the MarTech bloat. On average, our clients eliminate 3-4 tools within the first month.
3. Plan campaigns that convert (and kill the ones that don’t)
No, we don’t run “LinkedIn Ads + hope” campaigns. We plan:
- Multi-channel paid and organic based on real ICP behavior
- Campaign creative mapped to funnel stages
- Budget pacing tied to SQL generation, not impressions
- All campaign and lead flow is routed inside HubSpot
This isn’t theory. This is execution. And we do it fast; most GTM sprints are built and launched in under 4 weeks.
And in case you were wondering why your B2B ads weren't converting... we've got it covered too.
4. AI & AUTOMATIONS, without sounding like a robot
The biggest pipeline killers are stale leads and slow follow-up. So we design playbooks (for example cold outbound, low-intent leads, high-intent leads, or inbound with no prior engagement).
Then we move on to:
- Activate the playbooks using a mix of HubSpot Sequences, AI agents and custom hybrid agents
- Set up Envy’s LinkedIn <> HubSpot Synced Outreach Agent (optional but highly recommended)
- Align these playbooks with other marketing channels such as content plans, events, paid media, etc.
- Measure engagements and conversions in real-time
- Refine as we go to drive SQLs, not just MQLs.
“If your lead reads a blog, downloads a report, then visits your pricing page? We make sure Sales knows within seconds, not days.” Billy Cina, Managing Partner @Envy
Simplicity Isn’t Sexy. It’s Strategic.
And it’s rare. A recent Forrester research on GTM in 2026 predicts that B2B marketers will be under pressure to reduce risk, improve clarity, and act with greater discipline. And one way you can achieve that is through reducing the number of tools in your GTM stack. Not because it’s cheaper. Because it works:
- Fewer tools = fewer silos = faster lead flow
- One CRM = better data = clearer ROI
- Simple campaigns = less confusion = higher conversions
“When applied with discipline and foresight, simplicity has the potential to accelerate performance, improve alignment and unlock sustainable growth.” Forbes Business Council, 2025
And yet, the average B2B team still spends more time exporting CSVs and fixing integrations than actually running campaigns.
Case in Point: Nuvei
Nuvei came to Envy with a common story: big spend, bloated MarTech, low conversions.
Here’s what we did:
- Rebuilt their GTM inside HubSpot
- Integrated verified ICP leads directly into nurture flows
- Replaced 3 enrichment tools with one lean setup
- Implemented Sales alerts based on real-time behavior
As a result:
- 70% drop in CPL
- SDRs reported 3x higher connection rates
- Sales actually trusted Marketing again
“Envy implemented HubSpot from scratch and worked with our lead gen team daily. It really feels like they were part of the Nuvei team.” Maya Azaria Shelly, Head of ABM, Nuvei
In 2026, It’s Simplicity or Irrelevance
Marketing leaders don’t get bonus points for complexity. They get fired for missing targets. And the ones who are winning picked one funnel. One system. One GTM strategy. And they’re running it relentlessly.
The question is: how long can you afford not to? Let’s build your GTM engine on HubSpot.
