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Why Most GTM Plans Are Built on Strategic Assumptions Instead of Market Evidence

Why Most GTM Plans Are Built on Strategic Assumptions Instead of Market Evidence

by Manashi Ghosh | Jun 1, 2026 | Atlas

Strategic clarity is not where most go-to-market journeys begin. More often, it is the missing ingredient that organizations discover only after growth initiatives fail to deliver the results they expected. The pattern is familiar. Annual planning cycles conclude with...

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