Martech

SEPTEMBER 20, 2024

.” Jason’s mission is clear: Lead the company through the final stage of go-to-market maturity, platform-market fit, where integrated solutions drive customer value and position the company for long-term growth. Platform-market fit is about scaling, improving execution and tracking key metrics by customer groups.

GTM 114

GTM Product Cross-sell Profit margin 114

SaaStr

JUNE 24, 2025

ICONIQ’s latest report, surveying 205 GTM executives in April 2025 , reveals a market splitting in two: AI-forward companies pulling dramatically ahead while traditional SaaS companies struggle with flat growth, longer sales cycles, and declining conversion rates. vs $8.7K), and dramatically leaner operations.

GTM 77

GTM B2B SQL Quota 77

Martech

DECEMBER 2, 2024

Uncovering the “why” behind outcomes enables marketers to select and defend their go-to-market (GTM) investments confidently. Up to 56% of companies missed revenue targets in 2024, according to GTM Partners. Causal AI helps us build a GTM framework based on data-driven learning. This is where causal AI performs.

GTM 127

GTM Drivers/motivators Pipeline B2B 127

Sales Hacker

NOVEMBER 19, 2024

He has spent the past 20 years skillfully building and transforming numerous Go-To-Market (GTM) teams. As a revenue architecture expert, Phil specializes in operationalizing best practices and implementing scalable, data-driven solutions to elevate customer satisfaction throughout their buyer’s journey.

GTM 113

GTM Process Strategic planning Drivers/motivators 113

Sales Hacker

NOVEMBER 15, 2024

Hello and welcome to The GTM Newsletter by GTMnow – read by 50,000+ revenue professionals weekly to stay up-to-date and scale their companies and careers. That’s why HG Insights created The Next Generation of Sales AI report — to calm the FOMO and help you bring AI to your GTM teams. Read the free and ungated report.

GTM 111

GTM Cold Call Strategic partnership Follow-up 111

Sales Hacker

MAY 7, 2025

The GTM Podcast is available on any major directory, including: Apple Podcasts Spotify YouTube Marcy Campbell is the Chief Revenue Officer at AppFolio, where she leads sales and client services with a focus on delivering unified, end-to-end customer experiences. Why customer experience is a competitive differentiator in vertical SaaS.

GTM 83

GTM Engineering Customers Cross-sell 83

Martech

JULY 17, 2024

Scaling has become complex, with rising targets and an unclear ideal customer profile. Her budget hasn’t grown enough to keep up with rising costs, and building differentiated customer experiences feels like an insurmountable challenge. This shift becomes evident in how marketing implements its measurement program.

GTM 103

GTM Product Drivers/motivators Strategize 103

Sales Hacker

OCTOBER 11, 2024

Hello and welcome to The GTM Newsletter – read by over 52,000 revenue professionals weekly to stay up-to-date and scale their companies and careers. More for your eardrums The GTM Podcast – subscribe on Apple , Spotify , YouTube or wherever you listen. Share Tag GTMnow so we can see your takeaways and help amplify them.

GTM 114

GTM X-functional Pipeline Construction 114

Martech

JULY 17, 2025

For as long as most of us can remember, go-to-market (GTM) operations — especially marketing and sales — have been treated almost entirely as operating expenses. The logic was simple: GTM costs are short-term, their benefits too uncertain and their ties to financial outcomes too tenuous to justify anything but immediate expensing.

GTM 56

GTM B2C Finance Government 56

Sales Hacker

MAY 7, 2025

The GTM Podcast is available on any major directory, including: Apple Podcasts Spotify YouTube Marcy Campbell is the Chief Revenue Officer at AppFolio, where she leads sales and client services with a focus on delivering unified, end-to-end customer experiences. Why customer experience is a competitive differentiator in vertical SaaS.

GTM 70

GTM Engineering Customers Cross-sell 70

Partners in Excellence

MARCH 5, 2025

I speak with lots of leaders about their GTM strategies. My social channels are dominated by experts suggesting the GTM strategies. One of the things I’ve started doing is counting how many times they use the word, “Customer.” And the concept of a customer never arises in these equations.

Customers 86

Customers GTM Conversion Meeting 86

Heinz Marketing

SEPTEMBER 24, 2024

Consider tools that offer customization and can accommodate an expanding team or an increasing volume of leads. What was once a manual, time-intensive process can now be handled by smart technology, freeing SDRs to focus on strategic, high-impact activities. Conclusion As AI continues to advance, the role of the SDR is evolving.

Objectives and Key Results 101

Objectives and Key Results GTM CRM Follow-up 101

Heinz Marketing

JUNE 26, 2025

And across marketing, sales, and customer success, teams are flying blind without a clear view of what buyers and customers are actually signaling. The real power comes from aligning your GTM teams to act on those cues. If you’re still optimizing for form fills, you’re missing the real cues. Sales cycles are slower.

GTM 92

GTM Cross-sell Referrals Pipeline 92

Martech

JANUARY 7, 2025

In my last article on account-based expansion (ABE), I introduced the the 40/40/20 rule ; now, Ill outline a framework for GTM alignment. Siloed operations and fragmented approaches to customer growth. Monthly executive reviews to address strategic challenges. Customer lifetime value. The reason? Average deal cycle.

Objectives and Key Results 117

Objectives and Key Results GTM B2B Growth 117

Sales Hacker

JUNE 17, 2025

The GTM Podcast is available on any major directory, including: Apple Podcasts Spotify YouTube Dennis Lyandres is an Advisor with ICONiQ and a Board Member of Speedchain and CaptivateIQ. At Procore, he led all customer-facing functions—Sales, Marketing, CS, RevOps, and BD. TriNet exists to make that easier.

GTM 84

GTM Customers Construction X-functional 84

Martech

APRIL 30, 2025

Profit is generated by creating happier customers who stay longer and buy more. Customer lifetime value (CLV) is what we should invest in. Dig deeper: Driving customer growth with value-based B2B marketing Are we optimally organized? Theyre rudimentary and feel inconsistent with a customer focus.

B2B 114

B2B GTM Commission Strategize 114

Martech

JUNE 12, 2025

As companies move from startup mode and scale into growth-stage execution, many are choosing to underinvest in marketing leadership, mistaking it as a cost center rather than the strategic engine behind revenue generation and go-to-market (GTM) execution. Marketing is the strategic force multiplier behind every deal closed.

GTM 102

GTM Gambling Pipeline Strategize 102

Martech

NOVEMBER 21, 2024

It’s a C-suite perspective that’s not limited to GTM. From demand gen to brand trust: A strategic shift In another part of the interview, I asked the CEO how he thinks about brand in the context of customer decision risk. This sums up the thinking of many F2000 executives I’ve interviewed and probably many others I don’t know.

GTM 110

GTM Drivers/motivators Legal Finance 110

Sales Hacker

JUNE 24, 2025

The GTM Podcast is available on any major directory, including: Apple Podcasts Spotify YouTube What’s actually working in go-to-market right now? Steven Farnsworth (Gaiia) – VP of GTM at Gaiia and early GTM leader at Workato and Outreach. Navigating payroll, benefits, and compliance shouldn’t slow you down.

GTM 69

GTM Legal Contract Go To Market 69

Highspot

JULY 9, 2025

Your go-to-market (GTM) tech stack and the workflows implemented around your GTM tools—including your sales enablement platform—play a pivotal role in increasing sales efficiency. By contrast, CLV measures the total expected revenue generated by a single customer throughout their relationship with your business.

GTM 40

GTM Objectives and Key Results Sales Growth 40

Sales Hacker

MARCH 4, 2025

The GTM Podcast is available on any major directory, including: Apple Podcasts Spotify YouTube Jessica Gilmartin has nearly 20 years of go-to-market leadership experience, most recently serving as both the Chief Revenue Officer and Chief Marketing Officer at Calendly. Um, but, uh, I love that. So let’s get right into it.

GTM 74

GTM X-functional Start-ups Campaign 74

Highspot

JULY 7, 2025

Without sales enablement technology to drive ABS strategies, though, sales reps and account executives can’t deliver captivating customer experiences that close deals. Sales cycle length, pipeline velocity, win rate, and deal size all improve when GTM teams work together on executing account-based sales and marketing campaigns.

Sell 52

Sell GTM Objectives and Key Results Cross-sell 52

Highspot

JULY 3, 2025

Buy-in and continual support from go-to-market (GTM) leadership is crucial to building highly impactful—and high-converting—sales enablement approaches. Many buyers may value the autonomy and convenience of digital customer journeys. However, every GTM team plays a part in the success of B2B buyer enablement strategies.

B2B 52

B2B GTM Objectives and Key Results Sales 52

Highspot

JULY 13, 2025

Social selling is a sales methodology where sales professionals use social media platforms, including LinkedIn, to engage directly with prospects who match their ideal customer profile (ICP) by sharing valuable content, building relationships, and fostering trust, rather than relying on traditional cold outreach methods.

B2B 52

B2B Sell GTM Cold Call 52

Martech

APRIL 2, 2025

There’s more evidence that AI-powered tools are transforming go-to-market (GTM) strategies by augmenting human capabilities and addressing shifts in buyer behavior. Focus on leveraging AI agents to enhance the buyer experience AI agents can improve the customer experience and enable more self-directed purchasing journeys.

B2B 90

B2B GTM Government Strategic planning 90

Hubspot

JULY 18, 2025

When I first started consulting for B2B SaaS companies, I made the mistake of thinking the buyer journey and the customer journey were basically the same thing — just two sides of the same funnel. We were winning buyers but losing customers. What is a customer’s journey? They aren’t. Table of Contents What is a buyer’s journey?

Referrals 67

Referrals GTM Objectives and Key Results Trust 67

Martech

JUNE 18, 2025

The real advantage comes when combining automation with intention, empathy and strategic clarity. ” HubSpot: Listening before automating HubSpot has integrated AI across the GTM experience — from email generation to sales pipeline insights. Consider this: 83% of marketers say AI frees them to focus on strategic work.

GTM 103

GTM Strategize Trust B2B 103

SaaStr

JULY 1, 2025

While AI has exploded in coding (Cursor) and legal (Harvey) and parts of GTM (Clay), sales itself is still waiting for its breakthrough AI moment. They’ve rocketed to $6m ARR in just a few months. The latest AI B2B to go through hyper-growth. Here’s why—and what’s coming next.

Territory 86

Territory CRM Negotiate Relationship building 86

Martech

NOVEMBER 21, 2024

It’s a C-suite perspective that’s not limited to GTM. From demand gen to brand trust: A strategic shift In another part of the interview, I asked the CEO how he thinks about brand in the context of customer decision risk. This sums up the thinking of many F2000 executives I’ve interviewed and probably many others I don’t know.

GTM 100

GTM Drivers/motivators Legal Finance 100

Sales Hacker

JANUARY 24, 2025

Hello and welcome to The GTM Newsletter by GTMnow – read by 50,000+ to scale their companies and careers. GTMnow highlights the strategies, along with the stories from the top 1% of GTM executives, VCs, and founders behind these strategies and companies. Some products, like Twilio, naturally expand as customers use them more.

GTM 100

GTM Cross-sell Finance Price 100

Sales Hacker

MARCH 21, 2025

Hello and welcome to The GTM Newsletter by GTMnow – read by 50,000+ to scale their companies and careers. GTMnow highlights the strategies, along with the stories from the top 1% of GTM executives, VCs, and founders behind these strategies and companies. Many make this shift reactively rather than strategically.

Growth 77

Growth GTM Product Government 77

Highspot

APRIL 28, 2025

Streamline Workflows to Drive Successful GTM Initiatives Disconnected tools and siloed teams create more than inefficienciesthey create confusion. Not only do trainers and managers gain time back to focus on more strategic work, but you can also develop more effective training and coaching with less lift. Wed love to hear from you.

GTM 52

GTM Drivers/motivators Go To Market Sales 52

SaaStr

DECEMBER 5, 2024

.” The AI Categories with the Most Traction in the Market McKinsey found that sales and marketing teams are seeing the biggest gains with AI adoption, followed closely by engineering and customer success teams. So between sales and marketing, let’s dissect first why Sales teams have been early adopters.

GTM 109

GTM Cold Call Follow-up Technology 109

SaaStr

JUNE 23, 2025

For example, your core ICP (ideal customer profile) might still have reasonable CACs, but your expansion into new markets or verticals could be driving up the average. If 80% of your customers are still hitting sustainable CAC goals, it may just fine to invest more in the 20% that are newer segments or ones where you are less competitive.

GTM 69

GTM Quota Growth Strategize 69

Highspot

MAY 27, 2025

The modern evolution of enablement transcends the tactical, becoming a strategic imperative and a key differentiator between teams driving predictable growth and those falling behind. Thats not a marginal gain, its a strategic differentiator. Seamless integration across marketing, sales, and customer success.

Go To Market 52

Go To Market GTM Strategize Growth 52

Sales Hacker

MARCH 25, 2025

The GTM Podcast is available on any major directory, including: Apple Podcasts Spotify YouTube Ray Smith is the VP of AI Agents at Microsoft. 51:42 Why agentic AI makes customer relationships and long-term value even more critical. 51:42 Why agentic AI makes customer relationships and long-term value even more critical.

GTM 67

GTM X-functional Start-ups Relationship building 67

Heinz Marketing

APRIL 30, 2025

times higher than those that dont, and companies integrating AI into forecasting have seen their forecast accuracy improve by 40%, enabling better strategic decisions. This accessibility enables SMEs to compete effectively with larger corporations by enhancing efficiency and customer engagement.

Strategize 71

Strategize Sales Technology Technology 71