# GTM Alliance > Elevate and standardize your entire organization's go-to-market skillset and watch your revenue streams rocket. GTM Alliance is the platform of choice. Public Ghost content for AI and LLM tooling. Use `/llms-full.txt` for consolidated page and post context. Append `.md` to any post or page URL to get the content in Markdown (for example, `/example-post.md`). ## Pages - [About us](https://www.gotomarketalliance.com/about-us.md) - Here at The Alliance, our communities of specialists and world leaders are growing every day. The Go-to-Market Academy is a central hub that brings a vast wealth of knowledge together and transforms it into actionable tools and strategies to take your company where it needs to go. - [GTM Alliance | Community Newsletter](https://www.gotomarketalliance.com/community-newsletter.md) - Check out our GTM Alliance Community Newsletter here. - [Contact us](https://www.gotomarketalliance.com/contact-us.md) - So you want to get in contact with our awesome team? Good news, you’re exactly where you need to be! Here are some quick links to get you started: * Sponsor and partnership opportunities: m.booth@teamalliance.io. * General community-related inquiries: christina@pmmalliance.com. We can’t wait to hea… - [Create and contribute](https://www.gotomarketalliance.com/create-and-contribute.md) - Each year, our website receives tens of thousands of visits from founders, CEOs and team leaders from some of the world's leading companies, all looking to learn more about the latest innovations from the world of Go-to-Market, and how they can best implement GTM in their company. - [Go-to-Dinner | Invites](https://www.gotomarketalliance.com/exclusive-gtm-dinners.md) - Join a carefully curated group of 10-15 senior GTM decision-makers that own the GTM strategy in their companies, enjoy a meal funded by us, and get to know those in your field. - [Go-to-Market Radio](https://www.gotomarketalliance.com/go-to-market-radio.md) - Welcome to the Go-to-Market Radio. Each week we'll be bringing you unmissable episodes packed with insights and experience from GTM leaders. Go-to-Market Academy: helping organizations go-to-market better. - [Go-to-Market Alliance](https://www.gotomarketalliance.com/go-to-market.md) - The home of every resource your business needs to successfully go-to-market Departments we cater for Collaboration is fundamental for a successful go-to-market strategy. Align and up-skill all your departments with our dedicated courses, focused on: * Product Marketing * Marketing * Sales * Custome… - [GTM-FM](https://www.gotomarketalliance.com/gtm-fm.md) - Welcome to the official Go-to-Market Academy podcast. Join us as we get up close and personal with guests from across the C-suite and leadership to uncover their secrets for Go-to-Market success. - [Join a Go-to-Market Alliance Slack community](https://www.gotomarketalliance.com/join-the-gtm-slack-community.md) - Fancy connecting with go-to-market pros and pioneers all over the world? Exchanging ideas? Pushing each other to do great things? Course you do! Then join the world’s fastest-growing community focused on go-to-market growth - [GTM Alliance's team](https://www.gotomarketalliance.com/meet-the-team.md) - Meet the Go-to-Market Alliance's team. Lovely to meet you! Each one of us has a pivotal role in making sure you feel like the valued community member that you are. Interested in getting to know us more? Feel free to add us on LinkedIn with the links below. * Rich King | Founder & CEO | LinkedIn * B… - [Partner with us 🤝](https://www.gotomarketalliance.com/partner-with-us.md) - Partner with us 🤝 Looking for a partnership that’ll take your business to the next level? From the niche start-up to the industry giant, we have opportunities to suit everybody. Get the media guide. 👇 Why partner with us? The purpose of GTM Alliance is simple: to align businesses into a unified g… - [Go-to-Market Alliance privacy policy](https://www.gotomarketalliance.com/privacy-policy.md) - aka boring stuff our legal team made us include😴 Privacy Policy - [Pro+ membership](https://www.gotomarketalliance.com/pro-plus-membership.md) - Monthly access to live workshops with GTM experts Learn from world-class leaders like: Access 20+ OnDemand courses anytime, anywhere. Trusted by some of the world's biggest brands. 👇 FAQs - [Sign up to our newsletter](https://www.gotomarketalliance.com/sign-up-to-our-newsletter.md) - A monthly round up of the most important trends and innovations in GTM strategy, delivered direct to your inbox - [Terms and Conditions](https://www.gotomarketalliance.com/terms-and-conditions.md) - Terms and Conditions - [The Cross-Functional Go-to-Market Playbook](https://www.gotomarketalliance.com/the-cross-functional-go-to-market-playbook.md) - Did you know only 33% of PMMs have a defined Go-to-Market strategy? At Go-to-Market Alliance, we don’t think that’s good enough. There’s a lot of confusion around what Go-to-Market is, who does it and how it benefits growth and revenue. We’re here to change that. - [The Go-to-Market Motions Playbook](https://www.gotomarketalliance.com/the-go-to-market-motions-playbook.md) - Go-to-Market isn’t a one size fits all strategy. Done right, it’s dynamic. It’s agile. And most importantly, it’s built to support your long-term business goals. Motions are the building blocks of a GTM strategy that takes you closer to achieving your business objectives with every product cycle. - [The Go-to-Market Salary Survey 2023](https://www.gotomarketalliance.com/the-go-to-market-salary-survey-2023.md) - Go-to-Market is the backbone of so many businesses, but Go-to-Market job titles are still new on the scene. That’s why we’ve set out to find out what the GTM job market looks like, how much you can expect to be paid and what it actually means to work in Go-to-Market. - [The State of Go-to-Market survey 2023](https://www.gotomarketalliance.com/the-state-of-go-to-market-survey.md) - With this year’s State of Go-to-Market survey, we’re doing things differently. There’s no one team that makes up a GTM strategy, which means a comprehensive Go-to-Market report can’t focus on just one team either. ## Posts - [6 transferable skills to break into product management](https://www.gotomarketalliance.com/6-transferable-skills-to-break-into-product-management.md) - Discover the six transferable skills that can kickstart your career in product management - with no formal PM experience. - [Aligning customer marketing and customer success: A game-changer for growth](https://www.gotomarketalliance.com/aligning-customer-marketing-and-customer-success-a-game-changer-for-growth.md) - Imagine building a bridge where the two ends don’t quite meet—frustrating, right? That’s exactly what happens when customer marketing and customer success operate in silos. While both functions aim to enhance customer experience and drive retention, their impact is significantly reduced when they a… - [The 7 elements of a rock-solid GTM plan](https://www.gotomarketalliance.com/the-7-elements-of-a-rock-solid-gtm-plan.md) - “You know what we need… is a Go-To-Market plan.” Did you feel a shiver down your spine, like someone just walked over the graves of your past failed product launches? Go-to-Market (GTM) plans are a hallmark of every new product introduction, and yet all too often, organizations don’t have a clear c… - [The rise of go-to-market engineering: The first AI-native career](https://www.gotomarketalliance.com/the-rise-of-go-to-market-engineering-the-first-ai-native-career.md) - Meet the first AI-native career: how GTM engineers use automation and agents to run revenue at scale without growing headcount. - [Five ways to find a launch's weak point before customers do](https://www.gotomarketalliance.com/five-ways-to-find-a-launchs-weak-point-before-customers-do.md) - Most launch teams don't fail because they ignored strategy. They fail because they mistake activity for readiness. On paper, everything can look fine. Messaging is nearly done. Sales enablement is “on track.” Content is in progress. Product says the release is stable enough to move forward. The wee… - [Why go-to-market execution fails and how great leaders fix it](https://www.gotomarketalliance.com/trust-as-a-leadership-practice-in-tech.md) - We talk a lot about resilience in tech. About moving fast, staying agile, and leading through the unknowns. We talk about building high-performing teams and delivering results. About psychological safety, servant leadership, and creating cultures where people can do their best work. But there's one… - [AI usage limit and the uncomfortable economics behind subscriptions](https://www.gotomarketalliance.com/ai-product-economics-changing-digital-subscriptions.md) - AI usage limits aren't just infrastructure, they're a live pricing experiment and users are the test subjects. - [Is a busy support inbox ever worth celebrating?](https://www.gotomarketalliance.com/high-customer-support-ticket-volume.md) - The first question senior leadership usually asks when looking at a support dashboard is whether ticket volume is up or down. If it's up, the instinct is to fix something. If it's down, the instinct is to celebrate. Neither reaction is quite right. Ticket volume is a number without a story, and if… - [Vibe coding for PMMs: Build a working tool without writing code | Product Marketing Labs](https://www.gotomarketalliance.com/product-marketing-labs/vibe-coding-for-pmms-build-a-working-tool-without-writing-code-product-marketing-labs.md) - [Why your product needs a Narrative | Product Marketing Labs](https://www.gotomarketalliance.com/product-marketing-labs/why-your-product-needs-a-narrative-product-marketing-labs.md) - [Product Marketing Labs Workshops](https://www.gotomarketalliance.com/product-marketing-labs.md) - [November | GTM Labs](https://www.gotomarketalliance.com/go-to-market-labs/november-gtm-labs.md) - [October | GTM Labs](https://www.gotomarketalliance.com/go-to-market-labs/october-gtm-labs.md) - [December | GTM Labs](https://www.gotomarketalliance.com/go-to-market-labs/december-gtm-labs.md) - [Why hiring more AEs is the wrong way to meet your revenue goals](https://www.gotomarketalliance.com/why-hiring-more-aes-is-the-wrong-way-to-meet-your-revenue-goals.md) - Your board is probably asking you to headcount your way to next year's number. More AEs, more pipeline, more revenue. It's the playbook that's worked for decades. But what if the math is broken? Mark Roberge scaled HubSpot from $0 to $100M and wrote the book on revenue science. Now he's saying the… - [The GTM loop: How feedback velocity beats strategy every time](https://www.gotomarketalliance.com/the-gtm-loop-how-feedback-velocity-beats-strategy-every-time.md) - Most go-to-market teams do not have a strategy problem. They have a feedback velocity problem. That distinction matters because it determines what you fix. Strategy problems send you back to the whiteboard. Feedback velocity problems require you to examine your operations and how quickly your organ… - [How MACC accelerates enterprise procurement in B2B SaaS](https://www.gotomarketalliance.com/how-macc-accelerates-enterprise-procurement.md) - Enterprise software deals rarely fail because of product capability. More often than not, they slow down during procurement. Security reviews, vendor onboarding, payment setup, and legal negotiations can extend purchasing cycles for months. Even when a product team has already selected a solution,… - [Why too many products kill your GTM motion](https://www.gotomarketalliance.com/why-too-many-products-kill-your-gtm-motion.md) - Go-to-market strategy sits at the core of everything we do in product marketing. I've been in this field for many years now, starting out as a software developer, moving into product management, and eventually landing in product marketing at companies like HP, Oracle, AppDynamics, CA Technologies,… - [Go-to-Market Labs Workshops](https://www.gotomarketalliance.com/go-to-market-labs.md) - [Assistant vs. Delegate: How autonomous agents and AI loops are changing Product Marketing | GTM Labs](https://www.gotomarketalliance.com/go-to-market-labs/assistant-vs-delegate-how-autonomous-agents-and-ai-loops-are-changing-product-marketing-gtm-labs-2.md) - [Your AI product isn’t the problem. Your revenue engine is.](https://www.gotomarketalliance.com/your-ai-product-isnt-the-problem-your-revenue-engine-is.md) - Most AI companies have interest but no revenue engine. Here's what it actually takes to turn demand into consistent, repeatable revenue. - [Why enterprise GTM fails when market nuance is oversimplified](https://www.gotomarketalliance.com/the-oversimplification-problem-in-enterprise-gtm.md) - Enterprise buyers are often treated as larger mid-market customers, with larger budgets, contracts, and logos. The prestige associated with enterprise accounts makes this framing attractive, particularly for startups under pressure to demonstrate traction and signal credibility. Enterprise demand,… - [Why most customer research fails to change strategy](https://www.gotomarketalliance.com/why-most-customer-research-fails-to-change-strategy.md) - Most companies today invest in customer research, and not on a small scale. According to ESOMAR, the global insights and market research industry now exceeds $140 billion in annual revenue, with tens of billions spent each year specifically on market and consumer research. Studying customers has be… - [The AI-accelerated go-to-market playbook](https://www.gotomarketalliance.com/the-ai-accelerated-go-to-market-playbook.md) - “I could while away the hours Conferrin’ with the flowers Consultin’ with the rain… And my head I’d be a scratchin’ While my thoughts were busy hatchin’ If I only had a brain.” — The Scarecrow, The Wizard of Oz In a way, go-to-market has spent decades living out the Scarecrow’s lament. Not because… - [Beyond features: How product leaders build sustainable growth (without becoming a feature factory)](https://www.gotomarketalliance.com/how-product-leaders-build-sustainable-growth.md) - A few years ago, I walked into a sprint review feeling pretty proud. We had shipped a big chunk of work, and the demo looked slick. Then someone asked a simple question that took the wind out of the room: “Great… but did it actually improve anything?” We had a roadmap full of features and a team th… - [CPCU, credits, subscriptions, or hybrid: how to choose the right pricing model in 2026](https://www.gotomarketalliance.com/cpcu-credits-subscriptions-or-hybrid-how-to-choose-the-right-pricing-model-in-2026.md) - With AI now layered into most SaaS products, many are delivering value through usage, automation, and measurable outcomes all at once. That shift is pushing companies to rethink not just what they charge, but when and how pricing should evolve across the customer lifecycle. - [How to build a scalable demand engine that grows with your business](https://www.gotomarketalliance.com/how-to-build-a-scalable-demand-engine-that-grows-with-your-business.md) - How to build a scalable demand engine with aligned teams, AI-driven insights, and repeatable processes that turn growth into predictable revenue. - [How I turned sales call chaos into GTM gold using a 3-step framework](https://www.gotomarketalliance.com/how-i-turned-sales-call-chaos-into-gtm-gold-using-a-3-step-framework.md) - Turn sales call notes into actionable insights with AI, improving SQL quality, alignment, and conversion through a simple Collect → Validate → Act framework. - [Consistency at scale: Overcoming market fragmentation in global GTM](https://www.gotomarketalliance.com/consistency-at-scale-overcoming-market-fragmentation-global-gtm.md) - Here's what I've learned about overcoming market fragmentation and maintaining trust across regions. - [How to price a product: Your complete guide](https://www.gotomarketalliance.com/how-to-price-a-product-your-complete-guide.md) - This guide breaks down exactly how to calculate your product selling price step by step, with formulas, examples, and more. - [How to create effective product positioning (with examples)](https://www.gotomarketalliance.com/how-to-create-effective-product-positioning-examples.md) - If your product messaging doesn’t resonate, it’s unlikely the right buyers will ever engage. - [The future of GTM: Why the architecture of trust is shifting upstream](https://www.gotomarketalliance.com/the-future-of-gtm.md) - The old assumption was that the buyer journey started when a lead entered your system. By now, that is clearly false! - [Enterprise deals are won on story: A strategic GTM narrative framework](https://www.gotomarketalliance.com/enterprise-deals-are-won-on-story-a-strategic-gtm-narrative-framework.md) - In Enterprise GTM, the person who signs the check is rarely the person you’ve been talking to. Your deal doesn't live or die in your slide deck; it lives or dies in the hallway conversations you aren't invited to. - [Aligning technical marketing and Go-to-Market](https://www.gotomarketalliance.com/aligning-technical-marketing-and-go-to-market.md) - Technical marketing is user-focused; it should enable self-serve learning through relevant and contextual hands-on demonstrations. - [5 principles to scale customer success (and revenue)](https://www.gotomarketalliance.com/scale-customer-success-and-revenue-with-ai.md) - The current economic environment has forced a shift from “growth at all costs” that prioritized customer acquisition to sustainable, efficient growth that puts a spotlight on retention. Customer acquisition is getting more expensive; a study from SimplicityDX shows a 222% surge in customer acquisit… - [Top 5 mistakes SaaS companies make when entering the US market](https://www.gotomarketalliance.com/5-mistakes-saas-companies-make-us-market.md) - Breaking into the US market can be a game-changer for SaaS companies, but it’s not without its pitfalls. These are 5 mistakes you need to avoid. - [From target to action: How target audience, ICP, and personas guide product marketing strategies](https://www.gotomarketalliance.com/how-target-audience-icp-and-personas-guide-product-marketing-strategies.md) - Many companies pour time and money into initiatives, features, campaigns, and growth programs – only to see little or no return. The main culprit? A lack of strategy. It’s all too common for teams to build detailed personas without first defining their ideal customer, or to let revenue pressure pus… - [Not all features are created equal: Using the Kano Model in your messaging](https://www.gotomarketalliance.com/not-all-features-are-created-equal-using-the-kano-model-in-your-messaging.md) - Picture this: You're at a restaurant, and the waiter proudly announces that their kitchen uses clean water and fresh ingredients. You'd probably think, “Well, obviously. That's the bare minimum.” Now, imagine they boast about a dessert that changes colour as you eat it. Suddenly, you're intrigued.… - [How to use design thinking to elevate your Go-to-Market strategy](https://www.gotomarketalliance.com/design-thinking-go-to-market-strategy.md) - PMMs are rightly criticized for forgetting this Product managers and product marketers are often criticized. The rub? They focus too much on the product itself and not enough on the customer. You see the term “customer-centricity” on product webpages, mission statements, and marketing material. But… - [5 actions to scale GTM enablement as a solo practitioner](https://www.gotomarketalliance.com/5-actions-to-scale-gtm-enablement-as-a-solo-practitioner.md) - Being the first enablement hire is daunting — especially if your ultimate goal is to build a go-to-market enablement function that touches every part of the business. I’ve been there. In this article, I’ll share what I learned starting from zero so you can avoid the pitfalls, focus on what matters… - [Building better relationships between product ops and product management](https://www.gotomarketalliance.com/building-better-relationships-between-product-ops-and-product-management.md) - Did you get into product ops to push papers? To chase down product managers? To be seen as the process police? Probably not. You’re in this role to be a strategic partner, a problem solver, and a force for efficiency. You’re the connective tissue between product, engineering, customer success, and… - [The major challenges facing customer success](https://www.gotomarketalliance.com/challenges-facing-customer-success.md) - Swathes of redundancies, crippling job markets, and slashed budgets rain down on the current working landscape. Everyone’s feeling it, both customers and businesses alike, which makes for a unique situation for customer relationship management positions. Customer success managers (CSM) find themsel… - [The faster Go-to-Market playbook: How leaders use AI to scale fast from day one](https://www.gotomarketalliance.com/stripe-faster-go-to-market-playbook.md) - AI startups are setting a new benchmark for growth, hitting $1M in annualized revenue more than 25% faster than the previous generation of SaaS companies. For GTM leaders, a shorter timeline means the race to find product-market fit and capture market share is more intense than ever. An agile GTM s… - [The rise of the ecosystem economy and the future of go-to-market](https://www.gotomarketalliance.com/the-rise-of-the-ecosystem-economy-and-the-future-of-go-to-market.md) - The ecosystem economy is reshaping business – by 2026, 60% of global revenue will flow through partnerships. Here’s how to make it work for you. - [State of Customer Success Report 2025](https://www.gotomarketalliance.com/state-of-customer-success.md) - Get the clarity you need to grow your customer success career The fifth edition of our flagship State of Customer Success Report 2025 is here – your no-fluff, data-backed guide to what customer success really looks like in 2025. Benchmark your role We surveyed hundreds of CSMs and CS leaders around… - [Overcoming objections in sales deals](https://www.gotomarketalliance.com/overcoming-objections-in-sales-deals.md) - Handling objections in a sales role can be tricky. Whether you’re a fresh-faced sales rep or an experienced veteran, convincing a hesitant prospect to purchase your product or service is inherently difficult. When you break it down, overcoming a prospect’s objections is essentially getting them to… - [How RevOps and CS Ops can work together](https://www.gotomarketalliance.com/how-revops-and-cs-ops-can-work-together.md) - When both revenue and customer business functions collaborate, they’re able to break down silos, improve data quality, align on shared goals, and drive retention, expansion, and customer lifetime value. And the best way to get this off the ground? It's through your operations teams. - [Why mindset, not methods, is the key to revenue growth](https://www.gotomarketalliance.com/why-mindset-not-methods-is-the-key-to-revenue-growth.md) - Discover from a leading Founder how shifting mindset, not just methods, drives sustainable revenue growth and transforms leadership culture - [State of Product Marketing Report 2025](https://www.gotomarketalliance.com/state-of-product-marketing-report-2025.md) - Your career accelerator, team playbook, and industry snapshot in one. Get a behind-the-scenes view into what your peers are prioritizing, struggling with, and celebrating – all backed by data and direct quotes from real product marketers. What’s inside? We surveyed and spoke with hundreds of produc… - [State of Product Ops Report 2025](https://www.gotomarketalliance.com/state-of-product-ops-report-2025.md) - An in-depth look at the past, present, and future of the product operations function. Product ops has ungone a transformation in recent years. What was once a misunderstood function fighting for credibility has emerged to become the connective tissue of scaled product organizations. But how did it… - [Product Marketing Metrics eBook](https://www.gotomarketalliance.com/product-marketing-metrics-ebook.md) - The stark reality is this: without the right metrics, you're navigating in the dark. Don't let guesswork dictate your strategy. Download the Product Marketing Metrics eBook now and harness the power of data to elevate your product marketing game. Take control of your success. Your competitors are a… - [AI-Driven Product Marketing eBook](https://www.gotomarketalliance.com/ai-driven-product-marketing-ebook.md) - Your hands-on guide to unlocking the full power of generative AI across every facet of product marketing. From crafting personalized messaging to automating competitive analysis, this playbook shows you how today’s leading marketers are using AI to scale impact without scaling headcount. What you’l… - [Product-Led Sales Playbook](https://www.gotomarketalliance.com/product-led-sales-playbook.md) - Strategies and tactics for the modern sales team Feeling stuck when it comes to sales? We've all been there. But fear not! We've got the goods to push your sales game to the next level. Welcome to our exclusive ebook on product-led sales – your ultimate guide to mastering the art of selling product… - [The perils of poor customer data hygiene (and how you can prevent it)](https://www.gotomarketalliance.com/the-perils-of-poor-customer-data-hygiene-and-how-you-can-prevent-it.md) - It’s a sinking feeling you’re probably trying to ignore. That little voice in your head going: “Our data might be… a bit of a mess”? Hate to break it to you, but it’s probably right. In fact, 70% of revenue leaders lack confidence in their CRM data. And it’s not just a housekeeping issue; it can af… - [How agentic AI is paving the way for the next generation of customer experience](https://www.gotomarketalliance.com/how-agentic-ai-is-paving-the-way-for-the-next-generation-of-customer-experience.md) - Find out how goal-driven Agentic AI is redefining customer experiences and operational excellence. - [GTM engineering: The simple solution everyone's making complicated](https://www.gotomarketalliance.com/gtm-engineering-the-simple-solution-everyones-making-complicated.md) - Let's talk about what we've done to ourselves Here's the thing about GTM engineering: It was supposed to make our lives easier. Instead, we've turned it into this monster that eats budgets, confuses teams, and requires a small army of specialists to keep running. I've seen marketing teams spend six… - [Why GTM engineering is replacing SDR teams and what that means for SMEs](https://www.gotomarketalliance.com/why-gtm-engineering-is-replacing-sdr-teams-and-what-that-means-for-smes.md) - Sales is starting to feel like a treadmill. You hire. You spend. You chase. But even with more reps, more tools, and more effort, results are stalling. Pipeline quality is inconsistent. Follow-ups are manual. Tools don't connect. Teams are stretched. Eventually, you start asking a deeper question:… - [Phase 1: How GTM engineers can build credibility and momentum in their first 30 days](https://www.gotomarketalliance.com/phase-1-how-gtm-engineers-can-build-credibility-and-momentum-in-their-first-30-days.md) - If you’re stepping into a Go-To-Market (GTM) engineering role, your first month is critical. You’re not here to automate a few tasks; your goal is to become the force multiplier for the entire revenue team. And the first 30 days are where you lay the foundation to do that. Most GTM engineers fail e… - [What a GTM Engineer ISN'T](https://www.gotomarketalliance.com/what-a-gtm-engineer-isnt.md) - Matteo, Guillaume, and Emre explain the origins of GTM Engineering, what the role is, and more importantly, what it isn't. - [How to align customer success with go-to-market to increase adoption](https://www.gotomarketalliance.com/how-to-align-customer-success-with-go-to-market-to-increase-adoption.md) - Customer success should be a key part of any go-to-market plan of action. Our guide shows you how to work with CS to ensure your GTM plans end in increased user adoption. - [The complexity of end-user adoption in B2B SaaS](https://www.gotomarketalliance.com/the-complexity-of-end-user-adoption-in-b2b-saas.md) - Actually getting end users to adopt your product or service is a multi-layered challenge. Our guide helps you navigate this complexity so you can boost end-user adoption in your org. - [How to drive product adoption](https://www.gotomarketalliance.com/how-to-drive-product-adoption.md) - Learn how effective customer success tactics can help drive adoption and ensure your customers actually use your product's features. - [How to deal with customer frustration](https://www.gotomarketalliance.com/how-to-deal-with-customer-frustration.md) - Frustrated customers can be difficult to deal with, but our guide covers the steps you need to take to resolve any roadblocks in a professional manner. - [How to build an effective, repeatable go-to-market process](https://www.gotomarketalliance.com/how-to-build-an-effective-repeatable-go-to-market-process.md) - Gain deeper insight into Fluvio's go-to-market model, the most effective, repeatable GTM process that any company can, and should, adopt. - [How product marketers lead effective and contextual GTM](https://www.gotomarketalliance.com/how-product-marketers-lead-effective-and-contextual-gtm-2.md) - Discover how product marketing can drive customer-centric, partner-led GTM strategies that deliver tangible results and elevate demand generation. - [Designing products with accessibility in mind](https://www.gotomarketalliance.com/designing-products-with-accessibility-in-mind.md) - Learn the key principles of product accessibility, so you can design, build, and market an inclusive and user friendly product for all - [The definitive guide to channel partner go-to-market strategy](https://www.gotomarketalliance.com/definitive-guide-to-channel-partner-go-to-market-strategy.md) - Learn how to build a successful channel partner go-to-market strategy with key steps, partner types, and real examples from Cisco and Microsoft in this comprehensive guide. - [AB testing: Learnings from Meta](https://www.gotomarketalliance.com/ab-testing-learnings-from-meta.md) - Swati Goyal, Product Manager at Meta, shares how the team at Meta implements AB testing across their products, while considering user needs and ethical challenges. - [The impact of partnerships on go-to-market strategy](https://www.gotomarketalliance.com/impact-of-partnerships-on-gtm-strategy.md) - Discover the impact partnerships can have on your go-to-market strategy and how to implement effective partner-led GTM within your org. - [GTM engineering: Growth playbook of the future](https://www.gotomarketalliance.com/gtm-engineering-growth-playbook-of-the-future.md) - TL;DR: GTM engineering scales your go-to-market like code – automated, personalized, and always on. In 2025, APIs + no-code + AI make this possible in a way it wasn’t even 12 months ago. Growth used to mean hiring your way through the funnel – more sales reps, more marketers, more engineers. But pi… - [The power of partnerships in B2B Go-to-Market](https://www.gotomarketalliance.com/the-power-of-partnerships-in-b2b-go-to-market.md) - You've poured your heart and soul into your new product. It's the perfect solution, ready to disrupt the industry. But launching it feels like navigating a maze – dead ends, confusing directions, and the constant question of whether you're on the right track. This is where partnerships come in. - [A CRO's guide to partner-led growth](https://www.gotomarketalliance.com/a-cros-guide-to-partner-led-growth.md) - VP of Partnerships at Attentive explains why Chief Revenue Officers should care about partner-led growth and how to implement one strategically. - [RevOps Architect vs. GTM Engineer: Redefining technical revenue leadership](https://www.gotomarketalliance.com/revops-architect-vs-gtm-engineer-redefining-technical-revenue-leadership.md) - Spencer Tahil dives into the differences between RevOps Architects and GTM Engineers, and why the real value comes from making a major mindset shift. - [Insights from a Founding PMM, with Prak Swamy](https://www.gotomarketalliance.com/insights-from-a-founding-pmm-with-prak-swamy.md) - My name is Prak Swamy, Founding PMM at Ownwell, and I’ve been the first product marketer at almost every organization I’ve been involved in. In this article, I’ll share what I’ve learned in my career to help you: * Find early wins as a founding PMM * Understand where PMM fits within the GTM landsca… - [The ultimate guide to video marketing in 2025: Trends to follow](https://www.gotomarketalliance.com/guide-to-video-marketing.md) - Looking for video marketing tips? Explore popular marketing trends and learn more about types of marketing videos. - [How product marketers lead effective and contextual GTM](https://www.gotomarketalliance.com/how-product-marketers-lead-effective-and-contextual-gtm.md) - Discover how product marketing can drive customer-centric, partner-led GTM strategies that deliver tangible results and elevate demand for your solution. - [What is GTM engineering? The complete guide to the future of scalable growth](https://www.gotomarketalliance.com/what-is-gtm-engineering.md) - Go-to-market (GTM) engineering seems to be the word on everyone’s lips, but what exactly is this new term, and why has it sparked so much debate? - [The secret to retaining your customers: Lifecycle marketing & CRM](https://www.gotomarketalliance.com/retain-your-customers-with-lifecycle-marketing.md) - Olumide explores the ways combining lifecycle marketing and your CRM system can increase your customer retention through a growth loop. - [Go-to-market manager salary trends: What you need to know](https://www.gotomarketalliance.com/go-to-market-manager-salary-trends-what-you-need-to-know.md) - Explore our data on go-to-market salary trends, insights on pay factors, and actionable tips to maximize your earning potential. - [The keys to customer & partner marketing success [Video]](https://www.gotomarketalliance.com/podcast/the-keys-to-customer-partner-marketing-success-video.md) - More resources: GTMA Ambassador Case Study with Tanwistha GopeFrom hosting regular meetups to creating informed content, ambassadors breathe life into our community. Our ambassador, Tanwistha Gope, shares what she’s enjoyed most about the ambassadorship and why this aspect of our community is so en… - [A PMM’s guide to customer and partner marketing](https://www.gotomarketalliance.com/a-pmms-guide-to-customer-and-partner-marketing.md) - Discover how product marketers can collaborate with customer and partner marketing professionals to create an exceptional GTM plan. Learn more. - [How to earn more as a Go-to-Market professional](https://www.gotomarketalliance.com/how-to-earn-more-as-a-gtm-pro.md) - Discover nine ways you can increase your compensation as a GTM pro, including data into the top industries and locations to maximize your earning potential. - [The power of content-led growth, with Samantha Rideout [Video]](https://www.gotomarketalliance.com/podcast/the-power-of-content-led-growth-with-samantha-rideout-video.md) - More resources: How case studies can elevate your content-led GTM approachCase studies are one of the most powerful content tools in the GTM playbook. Buyers are looking for third-party validation, and what better than a peer who’s made a similar decision? In case studies, sellers have an external… - [A guide to ecommerce Go-to-Market strategy for online businesses](https://www.gotomarketalliance.com/ecommerce-go-to-market-strategy.md) - A Go-to-Market (GTM) strategy is more focused than a marketing strategy. Specifically, it deals with new initiatives (like the aforementioned new products, or new attempts to break into different markets). - [Using lifecycle marketing to drive success, with Olumide Adaramoye [Video]](https://www.gotomarketalliance.com/podcast/using-lifecycle-marketing-to-drive-success-with-olumide-adaramoye-video.md) - More resources: What is customer lifecycle marketing, and how is it used by businesses?Engaging with customers is a basic building block of marketing your business and is crucial to increasing overall sales and revenue. Customer lifecycle marketing offers a way to plan for interactions throughout t… - [Measuring AI’s effectiveness for GTM](https://www.gotomarketalliance.com/measuring-ais-effectiveness-for-gtm.md) - Discover the key indicators of a successful AI integration into your GTM program. Read more. - [Go-to-Market Ones to Watch 2025](https://www.gotomarketalliance.com/ones-to-watch.md) - This holiday season, GTMA is celebrating the thought leaders and influencers doing their bit to drive the Go-to-Market function forward. - [Accessibility in Go-to-Market, with Nicole Wight [Video]](https://www.gotomarketalliance.com/podcast/accessibility-in-go-to-market-with-nicole-wight-video.md) - More resources: Why accessibility should be central to your GTM strategyExplore the importance of accessibility in go-to-market and marketing strategies, and discover advice to build accessibility into your product launch processes.GTM AllianceNicole Wight - [Enhance your GTM strategy with customer journey mapping](https://www.gotomarketalliance.com/enhance-your-gtm-strategy-with-customer-journey-mapping.md) - VP of Marketing at ViuHealth discusses the importance of mapping the customer journey and how to map the customer journey. Learn more. - [Why accessibility should be central to your go-to-market strategy](https://www.gotomarketalliance.com/why-accessibility-should-be-central-to-your-gtm-strategy.md) - Explore the importance of accessibility in go-to-market and marketing strategies, and discover advice to build accessibility into your product launch processes. - [Do you need an established Go-to-Market process to succeed in 2025?](https://www.gotomarketalliance.com/gtm-processes-in-2025.md) - Discover the key trends of GTM processes and product launch initiatives according to our community. Dive into the statistics to learn from your peers. - [Scaling your business successfully, with Tracy Young](https://www.gotomarketalliance.com/podcast/scaling-your-business-successfully-with-tracy-young.md) - On this episode of GTM-FM, we're joined by wonderful Tracy Young, Co-Founder of Tiger Eye! Tracy drew on her wealth of experience and shared how she scaled her businesses successfully, and explained why your company's core values should be at the heart of everything you do. 👇 Key talking points *… - [The biggest Go-to-Market challenges in 2025](https://www.gotomarketalliance.com/biggest-go-to-market-challenges-in-2025.md) - Discover the processes GTM pros statistically find most challenging in their roles, and how you can overcome these in 2025. - [B2B go-to-market strategy: A comprehensive guide](https://www.gotomarketalliance.com/b2b-go-to-market-strategy-a-comprehensive-guide.md) - Picture this: You have an amazing product that could completely change how businesses operate. But here's the million-dollar question – how exactly will you do that? - [Mastering account-based marketing for GTM teams](https://www.gotomarketalliance.com/mastering-account-based-marketing-for-gtm-teams.md) - Discover how ABM can drive your go-to-market strategy with insights from Tanwi, Product Marketing Lead at Zeotap. - [From personal tragedy to product marketing triumph: My journey to senior leadership at AudioEye](https://www.gotomarketalliance.com/personal-tragedy-to-product-marketing-leader.md) - Nicole Wight shares her career journey and how she found her passion and resilience through a personal tragedy. - [How to achieve go-to-market alignment: A guide to GTM cross-collaboration](https://www.gotomarketalliance.com/how-to-achieve-go-to-market-alignment-a-guide-to-gtm-cross-collaboration.md) - Boost business growth through effective go-to-market alignment. Learn how cross-collaboration can transform your GTM strategy and drive success. - [8 innovative go-to-market strategy examples (with template)](https://www.gotomarketalliance.com/8-innovative-go-to-market-strategy-examples.md) - Unlock success with 8 inspiring go-to-market strategy examples. See how top brands launch products, engage audiences and drive growth. - [Product marketing from startups to corporate: Insights from a career coach](https://www.gotomarketalliance.com/product-marketing-from-startups-to-corporate.md) - Career coach Hope Chauland, discusses her career path as a PMM from the start-up world to the corporate landscape. - [Fueling revenue growth with the GTM funnel](https://www.gotomarketalliance.com/fueling-revenue-growth-with-the-gtm-funnel.md) - Tanwistha Gope shares her insights into driving revenue growth with a strong GTM buyer journey and strategy. Learn more. - [The key to a stellar product launch: Sticking to the same story](https://www.gotomarketalliance.com/the-key-to-a-stellar-product-launch.md) - Cross-functional alignment is crucial when launching a product. Dave Chase shares his top tips for aligning your teams on product messaging. - [The difference between a marketing strategy and a go-to-market strategy](https://www.gotomarketalliance.com/the-difference-between-a-marketing-strategy-and-a-go-to-market-strategy.md) - Uncover key differences between a marketing strategy and a go to market strategy. Learn how these approaches drive brand and product success. - [Your GTM is failing - It’s on you to figure out why](https://www.gotomarketalliance.com/how-to-fix-failing-gtm.md) - The best way to figure out what’s going wrong is to conduct a GTM Audit. If you do it right, you’ll feel like a mechanic examining an engine to diagnose the issue(s) and get it going again. - [Stop obsessing over features and competitors. Focus on getting your competitive positioning right.](https://www.gotomarketalliance.com/focus-on-getting-your-competitive-positioning-right.md) - Dive into the key challenges in competitive positioning and learn how to overcome them, getting your positioning right. - [11 best books on go-to-market strategy](https://www.gotomarketalliance.com/11-best-books-on-go-to-market-strategy.md) - Dive into our must-read list of the 11 best books on go to market strategy that can take you, your career, and your strategy to the next level. - [The roles and responsibilities of your go-to-market team [Video]](https://www.gotomarketalliance.com/role-of-your-gtm-team-video.md) - Discover the key responsibilities of each member of a successful GTM team. Include product, marketing, sales, customer success, and more. Watch now. - [Adopting AI into your go-to-market tech stack](https://www.gotomarketalliance.com/adopting-ai-into-your-go-to-market-tech-stack.md) - Discover the best practices for implementing AI into your go-to-market tech stack. With insights from experts in GTM. - [9 types of go-to-market strategy](https://www.gotomarketalliance.com/9-types-of-go-to-market-strategy.md) - Choosing a GTM motion can be challenging. This article counts down nine different types of go-to-market strategies to inform your launch plans. - [What are the stages of a go-to-market strategy? [Video]](https://www.gotomarketalliance.com/stages-of-a-gtm-video.md) - Discover the three stages of GTM strategy: pre-launch, execution, and post-launch. Ready to unlock the secrets to GTM strategy? Watch now. - [Sprint backlog vs. product backlog: A guide](https://www.gotomarketalliance.com/sprint-product-backlog.md) - A product backlog is a wishlist of improvements for a product that haven’t been implemented yet. The sprint backlog is a separate list of product improvements, taken from the product backlog. - [Product-market fit vs go-to-market fit](https://www.gotomarketalliance.com/product-market-fit-vs-go-to-market-fit.md) - What's the difference between product-market fit and go-to-market fit? Discover the answer and learn how to achieve these milestones in your GTM product launch. - [Cracking the product launch code: Research-driven strategies for go-to-market success](https://www.gotomarketalliance.com/product-launch-research-driven-strategies-go-to-market-success.md) - Discover how research drives successful product launches and learn stellar data-driven strategies for effective go-to-market planning. - [How do you relaunch a product that failed? [Video]](https://www.gotomarketalliance.com/relaunch-a-failed-product-video.md) - Product Marketing Director at Salesforce walks us through how to relaunch a failed product. From improving your mistakes and gaining trust. Watch now. - [How to define your ICP for GTM [Video]](https://www.gotomarketalliance.com/how-to-define-your-icp-for-gtm-video.md) - How do you define your ideal customer persona? A GTM expert explains how to use data to target your ideal customer and generate growth. Watch now. - [The future of go-to-market and AI [Video]](https://www.gotomarketalliance.com/future-of-go-to-market-and-ai-video.md) - How can you use AI to take your GTM strategy to the next level? Two experts discuss AI's role in better serving your customers. Watch now. - [Improving the customer journey with affiliate marketing](https://www.gotomarketalliance.com/improve-the-customer-journey-with-affiliate-marketing.md) - By blending affiliate marketing into your overall strategy, you can craft a cohesive, engaging experience that guides customers from awareness to purchase and beyond. Let’s explore some ways this is true. - [Leveraging ChatGPT for comparative analysis of GTM software solutions](https://www.gotomarketalliance.com/leveraging-chatgpt-for-comparative-analysis-of-gtm-software-solutions.md) - Finding the right solutions for your revenue operations tech stack can be challenging. Luckily, AI can speed up this process. In this article, I will explain how to effectively use ChatGPT to help you decide which GTM solution is best for you. - [AI in GTM: Opportunities, challenges, and best practices](https://www.gotomarketalliance.com/ai-in-gtm-opportunities-challenges-and-best-practices.md) - We're taking a deep dive into how AI is reshaping the GTM landscape. In this article, we'll cover the growing role of AI in GTM, from personalization to leadership coaching. You'll learn about best practices for ethical AI usage, why some businesses are hesitating to adopt AI and much more. - [Aligning GTM, product, and community teams for a better customer experience](https://www.gotomarketalliance.com/aligning-gtm-teams-for-better-customer-experience.md) - There’s a really effective way to translate customer feedback into actionable insights: the collaborative efforts of your Go-to-Market, product, and community teams. When these teams are aligned and clear on the goals that need to be delivered, they’ll be able to enhance the customer experience. - [7 ways competitive analysis can help you start a business](https://www.gotomarketalliance.com/7-ways-competitive-analysis-can-help-you-start-a-business.md) - Starting a business involves numerous challenges, and understanding the competitive landscape is crucial for success. Competitive analysis provides valuable insights into market dynamics, customer preferences, and strategic opportunities. - [B2B and B2C Go-to-Market: Know the difference](https://www.gotomarketalliance.com/whats-the-difference-between-b2b-and-b2c-go-to-market.md) - When we’re talking about products, how can we not talk about the consumer? Who you’re selling to has an impact on every step in your Go-to-Market strategy from how you position the product to your, messaging, pricing and yes, even your sales strategy. - [Leading in the age of AI: The qualities of a great Go-to-Market leader](https://www.gotomarketalliance.com/leading-in-the-age-of-ai-the-qualities-of-a-great-go-to-market-leader.md) - With new AI tools emerging all the time, where does go-to-market (GTM) fit? How can leadership ensure teams adapt to changes in healthy, meaningful ways? As a marketing leader with over 10 years of experience in B2B marketing, I'm here to help answer these questions and more. - [How to get buy-in for your messaging and positioning strategy [Video]](https://www.gotomarketalliance.com/buy-in-for-messaging-and-positioning-strategy-video.md) - Looking to validate your positioning and messaging to gain executive buy-in? We’ll guide you through gathering the crucial research and data. Watch now. - [Craft your brand identity with messaging and positioning [Video]](https://www.gotomarketalliance.com/craft-your-brand-identity-video.md) - Crafting a brand identity is about clarity, creativity, and strategy. This video explores how positioning and messaging can captivate your audience. Watch now. - [3 benefits of outcome-driven roadmaps [Video]](https://www.gotomarketalliance.com/3-benefits-of-outcome-driven-roadmaps-video.md) - Discover three key benefits of an outcome-driven roadmap in your go-to-market strategy. Watch the video. - [What is revenue enablement?](https://www.gotomarketalliance.com/what-is-revenue-enablement.md) - Revenue enablement is a strategic function in an organization dedicated to supporting and enabling revenue-generating teams to perform efficiently and effectively. But if you’ve ever had any questions about revenue enablement’s definition, they’re about to be answered. - [The top challenges in Go-to-Market](https://www.gotomarketalliance.com/top-challenges-in-go-to-market.md) - There are plenty of opportunities for your go-to-market strategy to go wrong. That’s because go-to-market planning relies on many different teams and stakeholders working in alignment, and every team faces its own struggles. So, we spoke with experts about some of the biggest challenges in GTM. - [GTMA Event Case Study with Samantha Rideout](https://www.gotomarketalliance.com/gtma-case-study-with-samantha-rideout.md) - Whether you're looking to understand how to better work cross-functionally or discover new GTM tools, our events leave you with actionable insights to navigate any and all challenges with confidence. One event speaker, Samantha Rideout, speaks to the value she found in our Los Angeles event. - [All you need to know about customer acquisition](https://www.gotomarketalliance.com/all-you-need-to-know-about-customer-acquisition.md) - Though customer marketing is most commonly referred to as a post-purchase position, customer marketers need to have a basic understanding of the whole customer journey. So, if you’re new to customer acquisition, this article covers it all. ## Optional - [RSS Feed](https://www.gotomarketalliance.com/rss/) - [Sitemap](https://www.gotomarketalliance.com/sitemap.xml) - [Full content of pages and posts](https://www.gotomarketalliance.com/llms-full.txt)