Revenue Growth Requires a Connected Operating Model
The Market Selection Trap: Choosing Where to Play Before Deciding How to Win
Key Takeaways Introduces The GTMAtlas Market Selection Hierarchy™, a framework for aligning market selection, customer definition, decision dynamics, value realization, and execution. Introduces Decision Signals, a GTMAtlas concept focused on understanding how...
The ICP Alignment Problem: When Teams Define the Customer Differently, GTM Momentum Suffers
Executive Takeaways The primary drag on go-to-market (GTM) momentum is the growing gap between a documented Ideal Customer Profile and the divergent ways individual teams interpret and act upon it. Each department naturally optimizes around its own perspective and...
Why Most GTM Plans Are Built on Strategic Assumptions Instead of Market Evidence
Executive Takeaways: The Core Problem (The Executive Assumption Gap): Most Go-To-Market (GTM) failures stem not from poor execution or lack of activity. They happen because leadership teams build strategies on unvalidated internal beliefs—regarding ideal customer...
Why Great GTM Strategies Stall After Approval
Key takeaways Organizations often face a "Momentum Gap," which is the critical, overlooked transition period between executive strategic approval and actual cross-functional execution, where growth initiatives quietly lose value. This loss of momentum is slow and...
From Demand Generation to GTM Orchestration
Reflections from My Guest Lecture at Santa Clara University Recently, I had the opportunity to speak with MBA graduate students at Santa Clara University as part of Professor Desmond Lo’s Go-to-Market Strategy course. The session focused on a topic that is becoming...
How to Predict Demand for Your New Product
Launching a new product is one of the most exciting — and riskiest — moves a company can make. Get demand right, and you accelerate revenue, optimize inventory, and dominate your category. Get it wrong, and you’re left with costly overstock, missed opportunities, or...
Keeping your GTM journey in motion
What Is Modern GTM (Go-to-Market)? Modern go-to-market (GTM) is no longer just about launching a product and generating initial awareness. It is a continuous system that aligns marketing, sales, product, customer success, and operations around one goal: delivering...
Implementing Predictive GTM Across Channels
Scenario: Consumers are bombarded with messages, their buying journeys are increasingly intricate, and fragmented attention spans demand laser-focused engagement. In today's dynamic GTM landscape, intuition and guesswork are relics of the past. This is where the...
Top 10 Enterprise Market Research Companies
Enterprise market research is not simply a data-gathering exercise. It is a strategic input for answering two consequential growth questions: Where should we play? And how will we win? The right research partner can help leadership teams size and prioritize markets,...