How do you think of GTM? What does it include, and what does it not include?

When I think of GTM, it's from demand to advocacy. You aren't responsible for every step of this journey but are a significant contributor to enabling and owning the customer buying journey. Questions I always ask myself when I join as a GTM PMM are as follows: 1. Do my fellow marketers have what they need to create demand, growth, and brand campaigns? Do they have the strategy, positioning, and message to do their job? Do they understand the persona/ICP segments? What's missing? How can I enabl ...Read More

When I think of GTM, I think of the sales cycle stages (often as defined in Salesforce) and what I can do to contribute at each stage in order to accelerate, differentiate, and create relevance. That's a short answer, but sums it up completely. Let me give some examples. You want to get more leads in a particular vertical, so demand gen is tasked with a campaign. This can be stage 0 of the sale cycle (just get 'em in the door). Owning GTM, I want to assemble case studies. Do research on the vert ...Read More

I think of a GTM strategy as the document to get everyone aligned. As a fun analogy, imagine you’re all on one of those ancient Viking ships. Each person has an oar, and you all need to be rowing in the same direction and at the same pace. The GTM strategy is the charted path on a map that the captain uses to give appropriate instructions for direction and pace. Coming back to present-day, the GTM strategy should have the following components. (1) North-star goal: What are you trying to achieve? ...Read More

As a GTM lead at various companies, I've found that the role can be quite ambiguous, with responsibilities varying widely. I would say that pretty much all role (~5 or so) were significantly different in many ways. Because of this, I approach each new PMM role with an open mind. Understanding the Landscape: My first step is always to get to know the organization, build trust with other allied teams, and identify where PMM can lead Vs support. Key Responsibilities: Positioning and Messaging: Defi ...Read More