What's Next in GTM Hiring
61% of organizations have a vision and a strategy for change but lack the right leadership to execute it.
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This week’s edition includes:
GTM Research: What's Next in GTM Leadership and Hiring
Upcoming GTM Events: Tickets are now open for our last show in San Francisco!
GTM Research: What's Next in GTM Leadership and Hiring
A weekly deep-dive into new GTM research and insights.
It’s that time of year, and we’ve already written extensively about 2025 planning.
The truth is that creating a successful go-to-market (GTM) strategy involves more than just identifying the right products or markets—it requires a team with the right expertise and mindset to execute the strategy effectively.
A key part of Pillar 8 of the GTM Operating system is TALENT.
Hiring the right GTM leadership is critical because executing on the 8 core questions requires leaders who can provide strategic vision and bring their teams along.
These leaders must have the right skills, attitudes, and collaborative spirit to tackle the GTM challenges.
Recent research from our recruitment partners at Hunt Club found:
61% of organizations have a vision and a strategy for change but lack the right leadership to execute it.
51% of companies prioritize hiring talent to drive transformation.
75% of employers struggle to fill critical roles due to a global talent shortage.
Only 9% of companies are confident in finding the right executive talent, and 56% lack confidence in their recruitment processes.
We will host a closed-door session on November 13 at 2 p.m. ET to work through creating your 2025 GTM strategy in one slide.
Sangram will walk you through the process we use. Please invite your entire team so you can go back and do this together on your own
Who Leads GTM at Your Org?
As you think about hiring CROs, CMOs, and CCO’s for next year, here’s another consideration: who heads up your entire GTM team right now?
Is it time for a Chief Go-to-Market Officer?
Traditionally, GTM leadership has fallen to CEOs, COOs, or CROs, but their broad responsibilities often leave gaps in execution.
CEOs, while best suited to align compensation and strategy across Sales, Marketing, Product, and Customer Success, are frequently pulled in too many directions to focus solely on GTM.
Similarly, CROs and CGOs tend to prioritize short-term revenue, leaving critical functions like product development and customer retention underrepresented in the broader GTM strategy.
A CGTMO, however, is entirely focused on leading cross-functional GTM teams, aligning strategies with organizational goals, and optimizing both immediate growth and long-term success.
By driving collaboration across departments and ensuring that key GTM metrics—such as customer acquisition cost and net revenue retention—are tightly monitored, the CGTMO role bridges the gap between daily execution and strategic vision, ensuring that GTM initiatives are scalable and cohesive across the organization.
GTM Team Roles and Responsibilities
Depending on the size of your organization, you may have different titles or individuals wearing multiple hats, but it is critical to your GTM success that all areas are represented.
GTM Owner (CEO, GM, Division Head , or, as discussed above, Chief GTM Officer)
Mission: Align the executive team with incentives and KPIs across the business.
Challenges:
Make the final decision on which bets to take and which business to walk away from.
Keep a team with varied skills - a cohesive unit with aligned priorities.
Watch the long game.
Secret Sauce:
Make RevOps your crucial partner and maintain a neutral POV.
Don't be afraid to combine departments to improve cohesion if needed.
Galvanizer (CMO, VP of Marketing, or CPO)
Mission: Ensure resources are assigned to create a consistent Go-to-Market process from brand experience through to customer renewal.
Challenges:
Have a strong strategy and be strong in its execution.
Avoid being mired down in "big ideas" from dreamers and non-practitioners that can throw your plan off course.
Secret Sauce:
Do not rely on funnels to drive growth.
Stay connected with the CPO, CRO, and finance to expand channels as appropriate.
Orchestrator (CRO, CSO, VP of Sales)
Mission: Deliver the experience to future and current customers.
Challenges:
Enable your staff to execute flawlessly.
Maintain a pipeline of individual contributors that will be able to help you scale.
Secret Sauce:
Have multiple avenues for achieving the revenue goal to manage the risk of unpredictable distribution channel behavior.
Make your marquee brands wildly successful and promote them extensively.
Truth Sourcer (Director of RevOps, RevOps Manager)
Mission:
Single source of GTM performance data in the organization.
Be curious, ask questions, and tease out challenges before they become problems.
Challenges:
Manage, translate, interpret, and contextualize data.
Avoid data rabbit holes.
Avoid massaging data to tell stories that confirm biases or double down on what people want to hear
Secret Sauce:
Have your finger on the pulse of the organization.
Build solid relationships with all GTM leaders.
Be prepared to be their "revenue therapist."
Unifier (CSO, VP of CS, Head of CS)
Mission: Maintain a customer experience that will pay dividends in the future.
Challenges:
Find the right blend of connected experiences.
Keep costs as efficient as possible.
Secret Sauce:
Become best friends with your sales counterparts, help them sell, and ensure they understand the value of the relationship.
Set up a customer advisory board to have non-biased customer opinion data at the ready.
Enabler (Head of Enablement, VP of Enablement)
Mission:
Understand each role in the GTM team and educate on strategy changes.
Be the source of knowledge for your GTM executives and ICs.
Challenges: Find the balance: it’s critical to maintain speed and urgency without overwhelming teams with change.
Secret Sauce:
Keep your finger on the pulse of ICs.
Create strong onboarding programs to gain trust early and understand information uptake speeds.
Consider Fractional Help
Consider fractional GTM leadership for flexible, expert support without a full-time commitment.
Fractional leaders bring cross-functional experience in Sales, Marketing, Product, and Customer Success to diagnose issues, implement strategies, and align teams quickly.
This approach is ideal for rapid growth, market expansion, or transformation, offering top talent without the cost of a permanent hire.
They also provide an external perspective to navigate change, test new GTM motions, and pivot quickly.
Browse our list of fractional leaders that are officially certified on the GTM Operating System.
Do you need help with your GTM strategy and execution?
GTM Partners works with B2B companies who need help with GTM, whether you just need a few tweaks or a full reboot of your strategy.
We’re booking now for 2025 planning work, including:
GTM Audit and Plan: We assess your current GTM challenges and opportunities, provide a GTM Score, and offer a plan for identifying and prioritizing your biggest GTM challenges.
Advisory: We work one-on-one or with your entire GTM team to execute your plan using our proprietary GTM Operating System and the frameworks we’ve built to accelerate your growth. We can do this on a project basis to address specific needs or help you through a total GTM transformation.
GTM Certification: We offer Go-to-Market certification for individuals, teams, and agencies using our proprietary GTM Operating System.
We’d love to chat more about your needs and how we can help.
GTM is Better Together: Updates!
“GTM is Better Together” is a revolutionary new vision that the future of GTM is better together with unified teams, tech, and trust. This is a weekly feature where we will share the latest announcements related to this important initiative.
We’d love to see you at one of our last two GTM is Better Together leadership summits. New York is THIS WEEK!
November 20, San Francisco: GTM is Better Together
GTM Events- Come Hang Out with Us
A list of upcoming events GTM Partners is hosting or attending
October 29: Music City Demand Gen Summit (Nashville)
Sangram will be keynoting at the Music City Demand Gen Summit hosted by TechnologyAdvice in Nashville. This event is by invitation only, so stop by and say hello if you’re there!
October 30: GTM Made Simple Live (Virtual)
Sangram Vajre welcomes Nick Cromydas, CEO of Hunt Club, to blueprint what's next in GTM careers. Drawing from Hunt Club's network of over 25,000 leaders and GTM Partners' latest research, this session will provide a roadmap for the evolving GTM talent landscape.
Key topics:
Next-generation GTM roles and responsibilities
Future compensation trends and benchmarks
Skills and capabilities needed for tomorrow
How organizations are reimagining GTM talent
The blueprint for GTM career success in 2025
November 4-6: MOps-Apalooza 2024 (Virtual and Anaheim, CA)
Marketing Operations (MOps) has become the backbone of successful GTM strategies.
Join Sangram at MOps-Apalooza 2024 via live stream or in-person in Anaheim, CA, November 4-6, where the brightest minds in Marketing Operations and GTM will gather to share strategies and actionable insights that transform how teams launch, scale, and optimize GTM processes.
Use code GTMOpza24 during checkout to save 10% off your ticket! Don’t miss out—register now to secure your spot.
Attend or stream MOps-Apalooza 2024 here.
November 13: Build Your GTM Strategy in One Slide (Virtual)
Sangram will be hosting a closed-door session on November 13 at 2 p.m. to help guide you through creating your own GTM strategy on on slide.
Bring your entire team because transformation happens in teams.
November 20: GTM is Better Together (San Francisco)
This is our last of four Better Together shows and we would love to see you there! Our summit last week in NYC was amazing! Request an invitation for San Francisco here.
November 20, San Francisco:
Mopsapalooza
GTM Made Simple Live
Tuesday- Music City
Closed Door GTM in a Slide
BetterTogether in NYC last week was an unqualified success! Thanks to everyone who came out to see us.
Love,
The GTM Partners Team
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Thanks for sharing Sangram!