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CEOs continue to be confused about GTM ownership.&nbsp;Part of the confusion is caused by our failure to parse and break down the conversation correctly.Who owns Go-to-Market (GTM)? Ask a CRO, they’ll say “me.” Ask a CMO, and they’ll say, “Obviously, me.” Meanwhile, CEOs are busy “visioning” while sales and marketing build fiefdoms.&nbsp;Here’s the truth: GTM is too important to be left to any single function.McKinsey &amp; Company, Bain &amp; Company, Harvard Business School, and GTM Partners agree. The 2010 playbook states that sales owns revenue, marketing owns leads, and product ships features. But it's 2025.That growth playbook is siloed, slow, and stuck in time. You can expect 20% less revenue. We scapegoat the CRO and CMO when the real culprit was the legacy GTM strategy.&nbsp;<figure id="figure-22cimjrtamccixfry"><img id="22cimjrtamccixfry" src="https://cdn.durable.co/covers/30UGjZ4kXyqIGvSFDG19QJFX9ZqbmtwYnuhkxQSe6pjQAH2XSVRArQ6QQJbH6ETJ.png" alt="" title="" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/></figure><blockquote>We scapegoat the CRO and CMO when the real culprit was the legacy GTM strategy.</blockquote>The new reality? GTM is a team sport that needs a cohesive playbook like the GTM Partners GTM OS. The CEO sets the vision and alignment. A cross-functional leader (COO, CGO, or a fractional exec) orchestrates holistic execution. Sales, marketing, product, and customer success are all at the table.Why? The most robust accounts don’t care about your org chart; they are informed, practice team-buying, require cross-departmental decision support, and hate it when you waste their time.They care about a seamless experience from first touch to renewal and expansion. When GTM is owned by one function, you get turf wars and missed targets. When the CEO owns GTM, you get alignment, velocity, and growth.Stop building empires. Start building GTM teams. GTM is the most effective engine for durable growth, and it’s time the CEO drives.&nbsp;GTM Partners has proven executives, including me, who are ready to help you prioritize.💙 Your Accounts!PS. Contact me if you want a free GTM assessment to get started.

Why Go-to-Market Can’t Be Signed Away to Sales or Marketing

🎭Everyone wears a mask, and that's normal.🧊 Like icebergs, people reveal only a small portion of themselves in the workplace.&nbsp;What we see above the waterline - their professional persona - is 10-20% of who they are.<figure id="figure-shy7flpmupm6vf8r7d"><img id="shy7flpmupm6vf8r7d" src="https://cdn.durable.co/blocks/2fdTJxS91qLDuE7X6TLIJclo1Zsl6hmkYA2qg7UiQv4hmYctgQskbKWbk1nXmqvV.png" alt="Iceberg representation of people" title="Iceberg representation of people" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: 50% 50%;" data-corners="default" data-aspect="16:9" data-caption="People are Icebergs" data-positionx="50%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/2fdTJxS91qLDuE7X6TLIJclo1Zsl6hmkYA2qg7UiQv4hmYctgQskbKWbk1nXmqvV.png" data-mce-style="aspect-ratio: 16/9; object-position: 50% 50%;"><figcaption class="body-normal text-gray-500 mt-2">People are Icebergs</figcaption></figure>The CIA teaches its agents that there are three versions of ourselves:&nbsp;🔵Public - how we appear to others 🔵Private - what your close friends or family knows 🔵Secret - often you don't share due to fear of rejection<blockquote>Many secrets stay hidden forever</blockquote>In business, we typically only interact with the public version, unaware of the vast private experiences, challenges, and circumstances lurking beneath the surface. You can forget about knowing about the secret self. Even their spouse or partner is a stranger to this land, and many secrets stay hidden forever.Why is this important? Let’s say someone on your team misses a meeting, and you decide it’s a good time to let that subordinate know they are in big trouble.&nbsp;You could have inquired why they missed the meeting. Instead, you flexed your authority when that person had responded to a medical emergency for their child. How’s that feeling now, tough guy?When you communicate with anyone in business, you must check your emotions. This can be challenging when you're tired, overwhelmed, or frustrated. You are also a human being with layers.Here are some human first principles I've learned:1️⃣ Lead with curiosity, not judgment. 2️⃣ When someone seems "difficult" or "resistant," remember: you're likely seeing a response shaped by what is below the surface you can't see. 3️⃣ Create psychological safety (avoid psychopaths!) 4️⃣ Make it okay for people to share glimpses of what's below the surface. A simple "How are you doing?" can open doors. 5️⃣ Balance candor with compassion. 6️⃣ Direct communication is vital, but it must be delivered with the understanding that everyone carries hidden burdens. 7️⃣ Normalize "I don't know the full picture." 8️⃣ You can start conversations acknowledging that you're working with limited information about someone's reality. 9️⃣ Check your assumptions 🔟 Before reacting to someone's behavior, pause and remember: there's always more beneath the surface.The most effective leaders recognize that every colleague is like an iceberg—complex, deep, and largely unseen. Communicating with this awareness creates more resilient workplace relationships.&nbsp;Do you embrace the unseen when communicating with colleagues? &nbsp;

Leadership: Everyone Wears a Mask

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Rethink how your GTM teams will use AI in the next five years.&nbsp;Having a clear path and ensuring you are making annual progress is key.What companies often do is assume people will get it and they don’t. They assume everyone sees the same future and they don’t.&nbsp;<blockquote>AI will fundamentally reshape GTM teams</blockquote>Over the next five years, AI will fundamentally reshape B2B tech Go-to-Market (GTM) teams, driving efficiency, personalization, and scalability while reducing reliance on manual processes. Here’s the breakdown:Team Size &amp; Organization:AI will reduce headcount in repetitive roles (e.g., content creation, data entry) but spur demand for hybrid roles like AI strategists, data analysts, and ethics specialists. Teams will shrink operationally but expand in technical and strategic functions. Cross-functional “AI pods” will emerge, blending marketing, sales, and product teams to leverage shared AI insights.<figure id="figure-m4t37greigm6qnqque"><img id="m4t37greigm6qnqque" src="https://cdn.durable.co/blocks/38m8TO8gOjTJIdUkmBXuSJa19lkfqx6ohjapCt8cr2WGFTtbFuLuoQRKLVlh2IfK.png" alt="AI Working with B2B GTM Teams" title="AI Working with B2B GTM Teams" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="default" data-aspect="16:9" data-caption="AI Working with B2B GTM Teams" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/38m8TO8gOjTJIdUkmBXuSJa19lkfqx6ohjapCt8cr2WGFTtbFuLuoQRKLVlh2IfK.png" data-mce-style="aspect-ratio: 16/9; object-position: undefined undefined;"><figcaption class="body-normal text-gray-500 mt-2">AI Working with B2B GTM Teams</figcaption></figure>Content &amp; Campaigns: AI will automate 60–70% of content creation (blogs, emails, videos) while enabling hyper-personalized campaigns via predictive analytics (ON24, Forbes).Lead Generation &amp; Sales: AI-powered chatbots and intent-data tools will qualify leads in real time, reducing sales cycles by 30–40% (McKinsey, Realm B2B).Customer Insights: Generative AI will analyze buyer behavior to predict churn, upsell opportunities, and pricing strategies, shifting teams from reactive to proactive engagement (ScienceDirect).Operational Efficiency: AI agents will handle tasks like CRM updates, meeting summaries, and compliance checks, freeing 20–30% of workforce capacity (Forbes, Columbia insights).<figure id="figure-l8cf5y349am6qns25t"><img id="l8cf5y349am6qns25t" src="https://cdn.durable.co/blocks/35DRt1Qlc5oFxt49aU5mekaX6acKIfKOrPWC3dq0yZeFPptdiX76WhzZosB5rs15.png" alt="Improve Marketing and Sales Efficiency with AI" title="Improve Marketing and Sales Efficiency with AI" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="Improve Marketing and Sales Efficiency with AI" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/35DRt1Qlc5oFxt49aU5mekaX6acKIfKOrPWC3dq0yZeFPptdiX76WhzZosB5rs15.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Improve Marketing and Sales Efficiency with AI</figcaption></figure><h3>B2B Teams Challenges &amp; Shifts:</h3>Skills Gap: Demand for AI-literate talent will surge, requiring upskilling in prompt engineering and data storytelling. Ethics &amp; Trust: Teams will prioritize transparency in AI-driven decisions (e.g., pricing, targeting) to maintain buyer trust. Agility: Hierarchical structures will flatten as AI democratizes insights, empowering junior staff to make data-backed decisions. <figure id="figure-e55xh9zugem6qnuoh7"><img id="e55xh9zugem6qnuoh7" src="https://cdn.durable.co/blocks/129JZANPirb3dN2ruOhWjSuIWYLcjOCv9yMl1nWKWyMzBApqfJPCFgzdugXFTR3s.png" alt="Navigating AI Transformation" title="Navigating AI Transformation" class="object-cover bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="Navigating AI Transformation" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/129JZANPirb3dN2ruOhWjSuIWYLcjOCv9yMl1nWKWyMzBApqfJPCFgzdugXFTR3s.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><figcaption class="body-normal text-gray-500 mt-2">Navigating AI Transformation</figcaption></figure><h3>In sum</h3>By 2029, AI will compress GTM timelines, enable 1:1 engagement at scale, and force teams to prioritize creativity over execution. Companies slow to adapt risk losing 20–30% market share to AI-driven competitors.💙 Your Accounts!

Rethinking GTM and AI over the Next 5 Years

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The numbers in the included video speak for themselves. When companies achieve GTM alignment, the results are transformative:67% Improvement in Closing Deals: A unified team can better understand and address customer needs, leading to higher win rates. 36% Improvement in Customer Retention: Including finance and other key stakeholders early in the process ensures a smoother customer experience, reducing churn. 24% Faster Revenue Growth Over Three Years: Investors see the value of alignment, as it drives both top-line and bottom-line growth. These metrics highlight the tangible benefits of GTM alignment. It’s not just about improving internal processes—it’s about delivering measurable outcomes that impact your company’s growth and valuation.<figure id="figure-yxf6ryufb6m6mdbml3"><iframe id="yxf6ryufb6m6mdbml3" src="https://www.youtube.com/embed/DOiPBx-vgd4" class="w-full bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9;" allowfullscreen="" data-url="https://youtu.be/DOiPBx-vgd4?si=5Kg-fyRAmoHwUcu4" data-corners="default" data-fullwidth="false" data-mce-src="https://www.youtube.com/embed/DOiPBx-vgd4" data-mce-style="aspect-ratio: 16/9;"></iframe></figure>Execution: The Key to Success While strategy is important, execution is where the magic happens. GTM alignment enables your teams to join forces and focus their efforts on helping buyers and accounts progress at their point of persuasion. This means delivering the right message, at the right time, to the right audience.Aligned teams are not only more effective but also more efficient. They can eliminate redundancies, streamline processes, and focus on what truly matters—delivering value to customers. This alignment creates a ripple effect, improving everything from deal velocity to customer satisfaction.The Bigger Picture: Happy Investors, Sustainable Growth Ultimately, GTM alignment isn’t just about operational efficiency—it’s about creating a growth engine that benefits all stakeholders. When your teams are aligned, your company can achieve faster revenue growth, higher margins, and improved customer retention. These outcomes not only strengthen your business but also attract and retain investors who are excited about your long-term potential.GTM alignment is the key to improving both your top-line and bottom-line results. It’s a strategy that transforms how your company operates, enabling you to scale with confidence and clarity.&nbsp; Final Thoughts Scaling a tech company is no easy feat, but the path to sustainable growth starts with alignment. By addressing the root causes of inefficiency and fostering collaboration across teams, you can unlock the full potential of your go-to-market strategy. The results? Lower costs, higher margins, and a stronger valuation.If you’re ready to take your company to the next level, it’s time to embrace GTM alignment. The numbers don’t lie—this is the strategy driving success in today’s competitive market.

The Benefits of Go-to-Market Alignment

Today, achieving sustainable growth isn't just about having a great offering—it's about how effectively your entire GTM team works together to deliver value to customers. As market dynamics become increasingly complex and buyers grow more sophisticated, the traditional siloed approach to go-to-market strategy is obsolete.<figure id="figure-zgvqw7pquhm5zwo4zl"><iframe id="zgvqw7pquhm5zwo4zl" src="https://www.youtube.com/embed/v7iFvphIQi0" class="w-full bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9" allow="autoplay; encrypted-media" allowFullScreen="" data-url="https://www.youtube.com/watch?v=v7iFvphIQi0" data-corners="medium" data-fullWidth="false"></iframe></figure><h3>Understanding Go-to-Market Value</h3>At its core, go-to-market value is built on three fundamental pillars:<ol><li>A differentiated offering that addresses real customer needs</li><li>Efficient operations and a profitable business model 3. A unified team capable of consistently driving value</li></ol>When these elements work in harmony, company valuation inevitably rises. However, many organizations struggle with a disjointed approach that can severely impact their outcomes.<h3>The Cost of Disconnected Teams</h3>In many companies, departments operate in isolation, pursuing individual goals without meaningful collaboration. This fragmented approach leads to several critical issues:1. Confused value propositions and unclear ideal customer profiles 2. Inability to forecast or scale effectively 3. Higher customer churn rates 4. Reactive rather than proactive market positioning 5. Over-reliance on "sales heroes" rather than systematic success The modern buyer is well-informed, uses a buying team, and leverages AI in their decision-making process. If we're selling to unified buying teams, shouldn't we be working as a unified selling team?<h3>A Unified Go-to-Market Approach</h3>The solution lies in transforming from a siloed mentality to a collaborative, account-focused approach. This means:1. Aligning marketing, sales, and customer success around shared account objectives 2. Breaking down departmental "fiefdoms" and fostering open communication 3. Shifting focus from departmental metrics to holistic business outcomes 4. Creating systems that enable consistent success across the entire team The key is ensuring that all activities and strategic thinking are centered on acquiring and expanding relationships with ideal customer accounts. This unified approach replaces the traditional model where departments build their tribes and make isolated decisions.<h3>Taking Action</h3>Recognizing these symptoms in your organization is the first step, but awareness alone isn't enough. Real change requires action. Leadership teams must:1. Assess current go-to-market alignment 2. Identify areas where silos are creating friction 3. Implement collaborative processes and shared metrics 4. Foster a culture of cross-departmental cooperationWe all know buyer sophistication and AI are transforming the marketplace, so maintaining the status quo isn't an option. Organizations must evolve toward a more unified, collaborative approach to go-to-market strategy that aligns every department around shared customer success goals.The path to increased company valuation runs through effective go-to-market execution. By breaking down silos and building a truly unified approach, organizations can create sustainable growth and an advantage in today's competitive business environment.

Align Your GTM Team to Maximize Value

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<h2>Understanding the Role of GTM CEOs</h2>The business landscape is undergoing a radical transformation, demanding a fresh approach to leadership. Enter the Go-to-Market (GTM) CEO—a new breed of executives who specialize in navigating this evolving environment. These leaders are uniquely equipped to align product strategy, marketing, and sales, focusing on seamless integration across departments. This alignment ensures that every aspect of the business is driving toward common goals with precision and agility.<figure id="figure-ajhgmlowmpm5pzu04x"><iframe id="ajhgmlowmpm5pzu04x" src="https://www.youtube.com/embed/IyMYMt6kVsA" class="w-full bg-gray-100 rounded-sm md:rounded-md lg:rounded-lg" style="aspect-ratio: 16/9;" allowfullscreen="" data-url="https://youtube.com/shorts/IyMYMt6kVsA" data-corners="default" data-fullwidth="false" data-mce-src="https://www.youtube.com/embed/IyMYMt6kVsA" data-mce-style="aspect-ratio: 16/9;"></iframe></figure>In the past, CEOs primarily concentrated on high-level strategic decisions, leaving the operational aspects to other executives. However, the modern GTM CEO is more hands-on, directly involved in the execution of strategies. This shift is crucial in a world where market conditions can change overnight, requiring quick adjustments and real-time decision-making.<h2>Adapting to Rapid Technological Changes</h2>Technology is at the forefront of this transformation, with digital tools reshaping how businesses operate. GTM CEOs leverage technology not just as a support function but as a core component of their strategy. By adopting advanced analytics, AI, and machine learning technologies, these leaders can predict market trends and customer behaviors with remarkable accuracy.Moreover, technological fluency enables GTM CEOs to streamline operations and enhance efficiency. They harness digital platforms to foster better communication within teams, breaking down silos and promoting a culture of collaboration. This tech-savvy approach not only increases productivity but also fosters innovation across the organization.<h2>Emphasizing Customer-Centric Strategies</h2>In today's competitive markets, understanding customer needs is more critical than ever. GTM CEOs put customers at the heart of their strategies, ensuring that every decision aligns with delivering value to them. This customer-centric approach requires deep insights into customer preferences, obtained through data-driven analysis and direct engagement.These leaders prioritize building strong relationships with customers by providing exceptional experiences. They recognize that customer satisfaction directly impacts brand loyalty and revenue growth. By fostering a customer-first culture, GTM CEOs create a sustainable competitive advantage that benefits the entire organization.<figure id="figure-vvcmarzdrjm5q0j4jm"><img id="vvcmarzdrjm5q0j4jm" src="https://cdn.durable.co/blocks/186ow2YIqU3u0830X9gtnMjInXaH8NNDo1GRMPPOlOGKBzJ9WyuijrIGOWqGue8S.png" alt="Shifting to a Unified Approach Away from Silo Thinking" title="Shifting to a Unified Approach Away from Silo Thinking" class="object-cover bg-gray-100 rounded-lg md:rounded-xl lg:rounded-2xl" style="aspect-ratio: 16/9; object-position: undefined undefined;" data-corners="medium" data-aspect="16:9" data-caption="Shifting Away from Silo Thinking to a Unified Approach" data-positionX="undefined" data-positionY="undefined" data-fullWidth="false"/><figcaption class="body-normal text-gray-500 mt-2">Shifting Away from Silo Thinking to a Unified Approach</figcaption></figure><h2>The Importance of Agility and Resilience</h2>The ability to adapt quickly to new challenges is a hallmark of successful GTM CEOs. Agility in decision-making allows these leaders to pivot strategies effectively when faced with unforeseen disruptions. This adaptability is coupled with resilience—a crucial trait that enables them to navigate crises without losing sight of long-term objectives.Building a resilient organization involves preparing for various scenarios and developing contingency plans. GTM CEOs encourage a mindset where change is embraced rather than feared, promoting continuous learning and flexibility within their teams. This approach ensures that the organization remains robust in the face of adversity.<h2>Conclusion: The Future of Leadership</h2>As businesses continue to evolve, the rise of GTM CEOs highlights the need for dynamic and adaptable leadership. These executives are not just steering their companies through change but are actively shaping the future of their industries. By embracing technology, prioritizing customer needs, and fostering resilience, GTM CEOs are setting new standards for success in the modern business landscape.The role of the CEO is no longer confined to boardrooms and strategic planning; it's about being in the trenches, leading from the front, and inspiring teams to achieve greatness together. As we look ahead, GTM CEOs will undoubtedly continue to redefine what it means to lead in an ever-changing world.

Blog

Why Go-to-Market Can’t Be Signed Away to Sales or Marketing

Leadership: Everyone Wears a Mask

Rethinking GTM and AI over the Next 5 Years

The Benefits of Go-to-Market Alignment

Align Your GTM Team to Maximize Value

The Rise of GTM CEOs: Adapting to the New Business Landscape