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7 Truths and a Lie—The Documentary Every GTM Leader Needs to Watch
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This week’s research note includes:
GTM Research: 7 Truths and a Lie—The Documentary Every GTM Leader Needs to Watch
GTM OS Certified Partner Spotlight: David LaCombe
Upcoming Events and Access
GTM Research: 7 Truths and a Lie—The Documentary Every GTM Leader Needs to Watch
What if everything you believed about go-to-market… was just slightly off?
Our never-before-seen documentary, 7 Truths and a Lie, brings together some of the most iconic names in GTM to unpack what’s really working in modern growth—and expose the lies that keep companies stuck.
Featured voices include:
Geoffrey Moore, author of Crossing the Chasm (sold over a million copies)
Jill Rowley, B2B SaaS GTM leader at Salesforce, Eloqua, HubSpot, Marketo
Christopher Lochhead, the godfather of category design and author Play Bigger
Scott Dorsey, Managing Partner at High Alpha (sold ExactTarget to Salesforce for $2.5B)
Meagen Eisenberg, GTM leader with 20 successful exits and 3 IPOs since 2011
Jay Baer, customer experience strategist, researcher, and author of 7 bestselling business books
Bill Nussey, 3x CEO, Partner at Tech Square Ventures, Managing Director of Engage
Sydney Sloan, 4x CMO, currently Chief Marketing Officer at G2
Kyle Lacy, CMO at Jellyfish and author of three marketing books
Muhammad Yasin, VP of Marketing at Elevate Ventures
Scott Voigt, Founder and CEO of Fullstory
Nick Mehta, CEO at Gainsight ($100M+ in recurring revenue)
Kelly Ford Buckley, Growth Equity Investor at Edison Partners (200+ exits)
The documentary is only available to those enrolled in the MOVE course inside GTM University.
Watch this 3 min trailer, and then read on to learn the 7 Truths (and 1 Lie) you need to understand if you want to build a GTM strategy that actually works.
The 7 Truths (includes a Lie) of Modern GTM
These insights come from real data—we surveyed over 1,000 GTM leaders across various industries and stages. If your revenue feels stuck, unpredictable, or inefficient, chances are you're falling into one of these traps.
Let’s start with what’s real.
1. Your GTM Strategy Is Your Growth Strategy
This isn’t semantics.
Your GTM strategy determines how you reach your market, engage buyers, deliver value, and scale revenue.
If it’s weak, fragmented, or missing entirely, no amount of hustle from sales or spend in marketing will fix the underlying issue. Your growth potential is capped by your GTM clarity.
2. Revenue Growth Is Broken in Most Companies
Four out of five B2B companies miss their revenue goals.
But the reason isn’t what you think. It’s not bad salespeople or poor lead gen.
It’s a lack of coordinated, cross-functional execution.
Growth feels broken because it’s being powered by outdated, department-siloed thinking. When your GTM doesn’t reflect how today’s buyers behave, revenue stalls.
3. GTM Is a Team Sport
The old playbook—where marketing drives leads, sales closes deals, and CS handles renewals—is dead. In high-performing companies, everyone owns revenue.
Alignment isn’t just a buzzword. It’s a structural requirement.
If your teams aren’t working from a shared GTM motion, you’re leaking opportunity at every stage of the buyer journey.
4. Growth Isn’t a Funnel, It’s a Loop
Funnels imply linear movement. But real growth compounds.
Customers who love your product become your best advocates. Product usage fuels upsells. Content feeds the brand.
The most modern GTM strategies are built around feedback loops that create momentum, not just movement.
If you’re still optimizing for conversion rates in isolation, you’re missing the big picture.
5. GTM Isn’t Just for Startups
Many large enterprises think they’ve “graduated” from GTM.
They haven’t. In fact, big companies often accumulate the most GTM debt—redundant tools, fragmented roles, misaligned KPIs.
If you’re not actively evolving your go-to-market strategy, you’re slowly becoming irrelevant.
GTM isn’t something you set once—it’s something you evolve continuously.
6. Most Companies Have a GTM Gap
The biggest blind spot in most orgs isn’t effort, talent, or resources—it’s the space between strategy and execution. Leadership says one thing; frontline teams do another.
The GTM Gap is where deals go dark, handoffs fall apart, and buyers drop out.
Closing that gap isn’t just about better communication—it’s about building a unified GTM operating system.
7. The CEO Owns GTM—Whether They Know It or Not
GTM is a cross-functional motion, but it demands top-down ownership. And that means the CEO. When GTM is delegated to sales or marketing, it becomes fragmented. Tactics take the place of strategy. Functions optimize locally instead of winning together. Growth stalls.
The highest-performing companies in our research had one thing in common: the CEO is the GTM leader. Not just in title, but in practice. They set the vision, align the teams, define success, and prioritize GTM as a system—not a set of disconnected activities. When the CEO owns GTM, teams execute faster, customer experience improves, and revenue becomes more predictable.
If the CEO isn’t driving the GTM strategy, no one else can do it effectively.
Now for The Lie:
“We have a go-to-market strategy.”
It’s the most common phrase we hear in boardrooms—and the most misleading.
Most companies don’t have a GTM strategy. They have a sales forecast, a marketing calendar, and a product roadmap.
But those are tactics, not strategy.
Without a shared framework, a clear buyer journey, and coordinated execution across teams, you're not executing GTM. You're guessing.
📚 WANT THE TRUTH? TAKE THE MOVE COURSE—AND UNLOCK THE DOCUMENTARY
If any of this resonates, you don’t just need a new plan. You need a new way of thinking.
The MOVE course inside GTM University walks you through the GTM evolution framework, giving you the tools to:
Diagnose your current GTM stage
Identify what’s blocking growth
Align your org around buyer signals
Close the GTM Gap
Build a system that scales
And when you enroll, you’ll also get exclusive access to the full 7 Truths and a Lie documentary—featuring the raw, behind-the-scenes insights of the best minds in our industry.
👉 Enroll in the MOVE Course + Watch the Documentary
(pls us the promo code: gtmonday100 to watch the documentary for free)
Your 14-day access starts now.
Regularly priced at $499, use code gtmonday100 to get it as a gift.
Certified Partner Spotlight: David LaCombe at Imperatives Delivered
Growth Strategy & Execution for Entrepreneurs and Small Businesses
Growing a small business shouldn’t feel like guesswork. At Imperatives Delivered, founder and GTM-certified advisor David LaCombe helps entrepreneurs and small business owners turn effort into impact with clear, actionable growth strategies.
From identifying ideal customers and aligning sales and marketing, to crafting value propositions and accelerating deal cycles, Imperatives Delivered brings structure to the chaos of growth. The focus is always on strategy first—because when you have the right foundation, results follow.
Core Areas of Focus:
Clarity around your ideal customer
Alignment between sales & marketing tactics
Messaging and content that resonates
Faster sales cycles and improved close rates
If you're ready to reduce frustration and gain real traction, Imperatives Delivered is here to help you grow—with confidence and clarity.
Learn more: Imperatives Delivered Partner Page →
If you’d like to be a certified GTM Partner like David and many others, we’d love to talk to you about how to make that happen.
New Certified Partners
We’ll do a spotlight every week, but new certified partners are signing up so fast. we don’t want to wait to announce everyone.
Here are more GTM Certified Partners who you’ll be learning more about in the coming weeks on our LinkedIn page and here in GTMonday:
Jeff Ballard: Helping high-growth and emerging B2B technology companies accelerate revenue by transforming go-to-market (GTM) potential into real-world performance.
Swetha Sirupa: A GTM advisory and implementation partner that helps startups and scale-ups cut through chaos and achieve clarity, alignment, and traction.
Waseem Kawaf: Partnering with ambitious companies to drive smarter, more sustainable growth — by integrating brand, product, marketing, and sales into one high-performance system.
Shelli Ryan: Accelerating market leadership with on-demand expertise
Ricardo Vanegas: Strategic advisory for scalable revenue growth
Robert Culpepper: Driving scalable growth and profitability for startups to Fortune 50s
Sam Knight: Driving revenue growth for AI, SaaS & martech startups through scalable GTM systems
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 - Boston - Aug. 20, Seattle - Sept. 9, Amsterdam - Oct. 9, Copenhagen - Oct. 16, Singapore - Nov. 4, New York City - Nov. 13, Melbourne - Dec. 3
Hitchhiker’s Guide to Marketing Analytics (hosted by CaliberMind), August 20 at 1 p.m. (virtual)
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 Friday
