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Who should own GTM strategy?

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2 Answers
Go-To-Market Strategy
  1. Ankit Shah
    Ankit Shah

    Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 10mo

    The Product Marketing team typically owns the GTM strategy because they sit at the intersection of product, sales, and marketing. Product Marketing - Defines target audience, positioning, messaging, pricing, and launch strategy. Product Management - Provides product roadmap, features, and business case. Sales / CS - Provides customer insights and executes on enablement. Demand Gen / Growth Marketing - Activates campaigns and generates pipeline. So PMM is the strategic owner of GTM, but it’s exec ...Read More

    13,684 Views
  2. Paul Rudwall
    Paul Rudwall

    Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 5mo

    There's no one right answer here - it varies by company type and stage. Most of my experience is in B2B SaaS and more recently the AI-native startup world. I'll focus there and take a lighter touch on B2C. One thing that's consistent is that GTM strategy typically doesn't have one owner. It's a cross-functional effort, with multiple owners needing to reach alignment. For big questions, sign-off and tie-breakers often have to come from your CEO. B2B SaaS: Usually GTM strategy is jointly owned bet ...Read More

    837 Views

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