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The 9 Laws of GTM Success
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This week’s research note includes:
GTM Research: The 9 Laws of GTM Success
Spotlight: GTM Ambassador Heidi Hattendorf
Event: Better Together Leadership Summit
GTM Research: The 9 Laws of GTM Success
Go-to-market (GTM) is not just a function of sales, marketing, or customer success—it is the whole business.
Companies that understand and master these nine laws build high-performing teams and achieve scalable growth.
Those that don’t? They struggle with misalignment, inefficiencies, and stagnation.
Law #1: GTM Ownership
If everyone owns GTM, no one owns it. When the CEO takes full ownership of GTM, they ensure alignment across teams and drive strategic execution.
Winning GTM: The CEO owns GTM.
Failing GTM: GTM is owned by everyone.
Law #2: Leadership Focus
Short-term dopamine hits from leads and deals won’t sustain a business. A high-performing GTM team needs clarity and alignment across the board.
Winning GTM: The CEO builds a high-performing GTM team with clarity, alignment, and trust.
Failing GTM: The CEO demands quick wins—"marketing, give me leads; sales, give me deals; product, give me thrills."
Law #3: Fixing GTM
If your GTM motion is broken, replacing people won’t fix it. You need a structured process that brings consistency and long-term impact.
Winning GTM: Fixing GTM with frameworks and processes.
Failing GTM: Hiring and firing based on short-term results.
Law #4: Setting KPIs
Marketing, sales, and customer success cannot operate in silos. A single GTM dashboard keeps everyone focused on business outcomes rather than isolated metrics.
Winning GTM: KPIs are set by a GTM dashboard aligned to business priorities.
Failing GTM: KPIs are set by function.
Law #5: Growth Strategy
If you try to sell to everyone, you sell to no one. Narrowing your focus creates deeper market penetration, higher efficiency, and better conversion rates.
Winning GTM: Niching down is the growth strategy.
Failing GTM: Everyone is the market (Total Addressable Market rather than Total Relevant Market, free-for-all approach).
Law #6: Investment Thesis
Companies that balance brand awareness and demand generation succeed. A strong brand creates inbound demand, reducing the effort required for outbound motions.
Winning GTM: Brand drives demand.
Failing GTM: Brand vs. demand—a constant battle.
Law #7: GTM Execution
Markets evolve, and customer preferences shift. A company with only one GTM motion (e.g., outbound sales) will struggle when market conditions change.
Winning GTM: Experimenting with 2-3 GTM motions to adapt to market changes.
Failing GTM: Overinvestment in one motion
Law #8: Personal Growth Strategy
Better marketing alone won’t fix a broken business. Team transformation, cross-functional alignment, and shared goals drive true business impact.
Winning GTM: Team transformation for high performance.
Failing GTM: Individual coaching for better throughput.
Law #9: Success Measurement
If you celebrate activities (calls made, emails sent) rather than business outcomes (pipeline generated, revenue closed), you focus on the wrong metrics. Outcome-driven leadership ensures teams prioritize results over busy work.
Winning GTM: Outcome-based leadership.
Failing GTM: Activity-based management.
Implementing the 9 GTM Laws
Companies that follow these nine laws of GTM don’t just grow—they scale predictably and sustainably.
Misalignment, inefficiencies, and false-positive growth indicators become a thing of the past.
Next Steps:
Conduct a GTM assessment—where are you struggling?
Align your leadership team around these laws.
Implement a GTM framework and process.
Track progress through a unified GTM dashboard.
The future of your business depends on a strong GTM motion. Are you following these nine laws?
Do you need help with the 9 GTM Laws?
In 90 days, we guarantee that we can help you fix your GTM so you can grow your business.
If we don’t help you transform your business in 90 days,
we will give you $25K worth of advisory services to ensure success!
We have seen over 70,000 leaders go through our programs in the last few years, and after transforming over 1,200 businesses, we know that these frameworks deliver results, guaranteed!
Watch this 10-minute video to see if you are a fit!
Spotlight: GTM Ambassador Heidi Hattendorf
Meet Heidi Hattendorf, one of our GTM Ambassadors!
As founder of Transformation Insights, she’s an innovative, tech-savvy marketing executive passionate about helping leaders and businesses succeed: grow profitably, simplify operations, automate, get better data to make the right decisions and empower teams to help customers.
Event: Better Together Virtual Summit
Discover the secrets to Go-to-Market success in this two-part virtual series.
Part One was on February 13. The topic: Top 5 GTM Metrics used by CXOs
Watch the full replay here.
Learn how industry leaders leverage key GTM metrics to drive growth and align teams, and explore the tech stacks powering enterprise efficiency and ROI.
Part Two (March 13)- 6 Enterprise Tech Stacks
Register here.
Speakers like:
Jill Rowley, SaaS GTM leader from Salesforce, Eloqua, HubSpot and Marketo
Christopher Lochhead, godfather of category design and one of the authors of Play Bigger
Jessica Fleisher, Director of Revenue Operations, Wix.com
Jodi Lebow, Vice President, Global Demand Center, Hexagon
Leslie Barrett, Director, Customer Marketing, Tipalti
Have a great week!
Love,
Sangram and Bryan
