Filters
New Research: The New Playbook for Territory and Compensation Planning
Thanks for being one of over 175,000 forward-thinking GTM Leaders who subscribe to this weekly research note.
This week’s research note includes:
GTM Research: The New Playbook for Territory and Compensation Planning
GTM OS Certified Partner Spotlight: Michelle Mooney
Upcoming Events and Access
Research: The New Playbook for Territory and Compensation Planning
By now, most GTM leaders have felt the shift.
The old ways of growing—hiring more reps, buying more tech, stuffing the funnel—aren’t just underperforming. They’re actively working against you. Quotas are missed. Teams are misaligned. And every new “efficiency tool” seems to add more work.
But here’s the good news: there’s a more innovative way to grow—and the data backs it up.
GTM Partners has just released a powerful new report, "The Future of GTM Teams: Navigating the Shift to Efficient Growth," which unpacks exactly how high-performing companies are evolving their go-to-market teams for 2025 and beyond.
It’s not just a list of trends. It’s a playbook.
Here are four moves modern GTM leaders are making—and how you can apply them in your org today.
Fullcast is making the full report available for free on their website, and you can download it here.
1. From Siloed Staffing to Unified GTM Team Planning
In most companies, Sales, Marketing, Customer Success, and Product still plan in isolation. That’s because each team owns its own P&L. They create headcount models based on what worked last year, rather than what the business needs next.
High-performing companies are flipping that model. Instead of staffing based on tradition or territory splits, they’re aligning all GTM resourcing to one metric: revenue per employee (RPE).
This shift requires:
Joint planning across GTM functions
Territory design based on pipeline potential, not zip codes
AI-powered headcount forecasting tied to pipeline health and churn risk
Cross-functional modeling of cost, efficiency, and impact
Takeaway: Efficiency starts with how you design your team. Unified planning helps you grow without over-hiring—and without burning out the people you already have.
2. From Sales-Only Incentives to GTM-Wide Compensation Alignment
If your comp plans only motivate sellers, you’re missing half the story. Poorly designed incentive structures are one of the most common—and most expensive—ways companies undermine their strategy.
Here’s what’s changing:
More companies are tying Marketing incentives to pipeline quality, not just lead volume
Customer Success comp plans are being redesigned around expansion and retention—not just satisfaction
AI is helping teams model comp plan impact before rollout, so leaders can avoid unintended consequences like churnable deals or misaligned CS efforts
Takeaway: Compensation is a powerful lever. If your teams aren’t rewarded for the behavior you want, you won’t get the outcomes you need.
3. From Tech Bloat to Strategic, Stage-Aligned GTM Stacks
Over the last few years, most companies rushed to “simplify” their tech stacks. Unfortunately, cutting tools without a clear strategy often leads to manual work, lost insights, and reactive decisions disguised as efficiency.
This report introduces a more mature framework: match your tech strategy to your GTM maturity.
In the Problem-Market Fit stage, invest minimally and flexibly
In Product-Market Fit, hold your tools accountable for ROI
At Platform-Market Fit, split your stack: one track for scale, one for experimentation
AI is no longer optional. It powers lead scoring, capacity planning, and GTM orchestration
Takeaway: Your tech stack should reflect your business stage, not your budget pressure. And it should do more than execute—it should enable insight and agility.
4. From Tactical RevOps to Strategic Revenue Acceleration
Revenue Operations has been one of the most underutilized teams in GTM. Too often, they’re asked to build dashboards and clean CRM records. But the best teams are elevating RevOps into a true growth engine.
Here’s how:
AI-led forecasting and pipeline modeling based on external and behavioral signals
Dynamic territory and capacity planning in real time
Unified data infrastructure that connects Sales, Marketing, CS, and Finance
Workflow automation that frees up teams to focus on what really drives revenue
Takeaway: RevOps is your strategic backbone. When you move it from reactive to proactive, everything moves faster—without sacrificing quality.
Fullcast is making the full report available for free on their website, and you can download it here.
Looking Ahead: From Gut-Based Decisions to Data-Informed Strategy
This report is clear on one thing: the companies that win in 2025 won’t be the ones who spend the most or hire the fastest. They’ll be the ones who align their GTM teams under a shared strategy, guided by data, powered by technology, and built for efficiency at every level.
Which raises the real question: Is your team ready to lead that kind of transformation?
Take the Next Step: Join GTM University
If you’re ready to stop guessing and start operating with precision, GTM University is where it begins.
GTM University is built on the GTM Operating System™—a proven, stage-based framework for aligning your teams, defining your strategy, and executing efficiently across the entire revenue engine.
Every insight in this report maps back to the core principles taught in GTM U: how to plan smart, incentivize the right behaviors, integrate technology strategically, and turn RevOps into a revenue driver.
Our on-demand and live courses are designed for operators, executives, and RevOps professionals who are tired of reactivity and ready to lead.
Your playbook for efficient growth is here. Learn how to use it.
Certified Partner Spotlight: Michelle Mooney, Help Your Brand
Fractional CMO & Strategic GTM Advisor for B2B Growth
If your B2B marketing efforts feel misaligned, stalled, or stuck in startup chaos, Help Your Brand is here to fix it. Led by seasoned GTM advisor and fractional CMO Michele Mooney, Help Your Brand partners with SaaS, fintech, and B2B companies to bring clarity, structure, and leadership to the go-to-market function.
Michele combines deep executive experience with the rigor of the GTM Operating System to help companies reset their GTM motion, align cross-functional teams, and activate smart, scalable growth. Whether you’re navigating leadership gaps, team transitions, or growth plateaus, she delivers what most companies are missing: strategic oversight without the full-time overhead.
Core Offerings Include:
GTM Advisory & Diagnostics – 8-pillar GTM assessments, strategic roadmaps, and working sessions to align your revenue teams
Fractional CMO Leadership – Executive marketing leadership to drive growth, team alignment, and executional excellence
For VC/PE-backed companies and high-growth teams, Michele brings the calm, clarity, and confidence to scale smarter.
Learn more: Michele Mooney Partner Page →
If you’d like to be a certified GTM Partner like Michele and many others, we’d love to talk to you about how to make that happen.
Upcoming Events: Where We’ll or a GTM Certified Partner Will Be Speaking in 2025
(DM Sangram for a discount code to attend or to get slides after the talk)
Fix Your Revenue Leaks - A GTM Workshop (hosted by GTM Certified Partner Sandy Yu) is running 7 city roadshow on 15 GTM problems in a city near you - Seattle (Sept. 9), Amsterdam (Oct. 9), Copenhagen (Oct. 16), Singapore (Nov. 4), New York City(Nov. 13), Melbourne (Dec. 3)
GTM Live (hosted by Fullcast), August 28 in Silicon Slopes, Salt Lake City, UT
INBOUND (hosted by Hubspot), September 3-5, San Francisco
DRIVE 2025 (hosted by Exit Five). September 10-11, Burlington, VT
Usage Economy Summit (hosted by LogiSense) Nov 5, San Francisco
Love,
Sangram and Bryan
p.s. Access GTM University | Hire GTM OS Certified Partners | Read Fractional FridayThanks for reading GTMonday by GTM Partners! Subscribe for free to receive new posts and support my work.
