Why GTM is now mission-critical

Summary

Tariff shocks and fast-changing trade rules in 2025 pushed global trade management (GTM) systems out of the compliance backroom and into core operational roles. Businesses grappling with sudden duty hikes and retaliatory measures turned to GTM platforms to centralise trade data, automate classification and duty calculations, and get earlier visibility into landed costs.

Analysts at Gartner and practitioners in the field note that GTM now offers both compliance and operational/financial capabilities — from scenario planning and FTZ support to cross-border transport sourcing that considers Incoterms and multiple currencies. Vendors are adding AI, automation and near-real-time insights, and startups are emerging with AI-assisted point solutions for tasks like product classification.

However, the article stresses that technology alone won’t fix poor processes: organisations must clean up data, standardise classification and clarify ownership of trade decisions before layering in GTM tools to avoid amplifying existing problems.

Key Points

Tariff volatility and shifting trade policies in 2025 made GTM a strategic priority rather than a niche compliance tool.
GTM platforms centralise trade content, match products to tariff codes, apply duty rates and check shipments against current trade rules for earlier cost and compliance visibility.
Vendors are embedding AI, automation and optimisation to deliver near‑real‑time insights; startups are entering with AI-powered point and broader solutions.
Gartner data: 23% of supply‑chain software buyers named GTM their most significant product investment for 2025; 74% planned to invest either as a net new purchase (40%) or replacement (34%).
Successful GTM deployment depends on organisational readiness: clean data, consistent product classification and clear responsibility for trade decisions are essential.
GTM now supports operational and financial workflows (transport sourcing, multi-leg shipments, Incoterms, currencies), increasing its mission‑critical value.

Why should I read this?

Short and blunt: if you move goods across borders, this explains why GTM is suddenly sitting at the heart of your ops. It tells you what’s changed (tariffs, policy swings, AI), why that matters for costs and compliance, and what to watch when picking or implementing a system — so you don’t waste money on a shiny tool that won’t fix messy data.

Context and relevance

The article places GTM’s rise in the context of ongoing geopolitical and regulatory turbulence, digital modernisation and a push for greater supply‑chain resilience. Quotes from Gartner’s Oscar Sanchez Duran and practitioners such as Brandon Hamilton underline two themes: (1) trade complexity is forcing organisations to accelerate GTM adoption, and (2) readiness (data, classification, governance) matters as much as feature sets. Expect continued vendor innovation, more AI-assisted capabilities, and steady demand for GTM as businesses try to turn tariff volatility into manageable rather than catastrophic cost exposure.