The Roles of Go-to-Market We advise that in lieu of looking for a With the expansion of the Go-to- single leader to drive the team, we should Market team, understanding the instead be creating clear and actionable different roles and how they will strategies and assigning roles and drive the business forward is responsibilities that will allow for the critical to your success. most efficient GTM team possible. The CEO should lead the way on the role It is common in most businesses to start assignment, looking for leaders who have small and slowly add more resources, the skills and tribal knowledge necessary increasing the size of your executive team, to be successful. building your strategic leadership team, and eventually even adding a third layer – Who Owns Go-to-Market a manager leadership team – which are all intended to communicate updates and CEO ensure there is alignment between CMO different groups in the organization. Often these meetings can become unwieldy as CRO you add new business segments and hire more experienced leaders to support an Other ever-growing group of individual contributors. 0 10 20 30 40 50 % Responses In an effort to reduce the chaos of these @GTM Partners Poll – 1000+ GTM Professionals meetings, we find that many executive leaders will assign "a single owner" to a function or task in an effort to hold that Avg. Tenure of GTM Execs one individual accountable and therefore reduce the complexity of having too many CEO voices in the room. Go-to-Market, with its inherent complexity, is commonly assigned CMO to a single group but is absolutely the responsibility of at least three to four teams. This creates a significant amount of CRO pressure on these roles and how they interact with other groups. 0 2 4 6 8 # Years @GTM Partners Wall Street Journal May 2022 © 2022 Go To Market Partners, LLC. All rights reserved.