Filters
Three moves that will actually prepare you for 2026
Thanks for being one of over 178,000 forward-thinking GTM Leaders who subscribe to this weekly research note.
This week’s research note includes:
GTM Research: Three moves that will actually prepare you for 2026
GTM OS Certified Partner Spotlight: Avnita Gulati
Upcoming Events and Access
Research: Three moves that will actually prepare you for 2026
We are weeks away from 2026 planning. You have limited time and even less attention from your team. So the question is simple. What can you do right now that will change the trajectory of next year.
We’ve been talking about getting ready for 2026 for the last few months:
This is where the rubber meets the road. Today is December 1. Best case scenario you have three full weeks of work before everyone checks out; the reality is likely more like two more weeks.
After a year of research, workshops, audits, and hundreds of GTM conversations, the pattern is obvious. Companies that enter the year with clarity on who they sell to, how they measure success, and what they want to learn in Q1 grow faster.
Everyone else carries old friction into a new year.
If you only do three things, make them these.
1. Alignment around who you sell to
Most teams still chase accounts that will never buy. This creates wasted spend and slow cycles. You can fix this in a week.
Pull your won and lost data for the past 18 months.
Score segments on need, urgency, authority, tech fit, and budget.
Cut at least 30 percent of accounts from next year’s target list.
A clean Total Relevant Market and a simple ICP scoring model give you a sharper target. You protect pipeline quality before the year starts.
2. Alignment around a single set of KPIs
Every team in a company tends to measure something different. This creates confusion and encourages people to optimize for their own scoreboard. You want one scoreboard for the entire revenue team.
Choose KPIs that track real movement, like conversion by segment, time to value, pipeline quality, and NRR drivers.
Define who owns what number.
Set clear exit criteria for each stage of the funnel so you remove ambiguity about what counts.
This gives your team one view of success. It also exposes friction faster because everyone is looking at the same signals.
3. Alignment around the bets you will test
AI is reshaping inbound, outbound, and customer success. You can guess or you can run experiments that inform your plan.
Allocate 20-30% of your 2026 plan to early tests.
Choose three experiments tied to revenue efficiency, speed to lead, or message performance.
Write a simple hypothesis. Set a 30 day window. Assign a clear owner.
Run the first wave in January. You will start the year with signal instead of assumptions.
Read: Are you a modern marketer willing to test and experiment?
TL;DR
Every company wants a bigger plan for 2026. The ones who win make the plan smaller, cleaner, and more focused:
Tight TRM
One set of KPIs.
A short list of experiments.
Three moves that will change the year before the year starts.
If you’re a CEO or GTM leader planning for 2026, don’t miss your chance to have Bryan and Sangram guide your executive GTM planning session.
👉 Only 2 spots left for Q1 2026.
Certified Partner Spotlight: Avnita Gulati
Marketing & GTM Leadership for Fintech and Tech Growth
Scaling in fintech or SaaS requires more than demand gen—it takes precise go-to-market strategy, full-funnel alignment, and execution that delivers real pipeline. Avnita Gulati brings all three.
With 18 years of marketing leadership across fintech, payments, and technology sectors, Avnita builds and leads high-performing marketing functions that drive both brand equity and revenue. Her expertise spans integrated GTM strategy, cross-functional campaign execution, and investor-ready positioning, making her a critical partner for high-growth companies ready to scale.
Where Avnita Delivers Impact:
Strategic Growth Leadership – Delivered 13x ROI on pipeline programs; sourced 25% of net new revenue
Cross-Functional GTM – Launched campaigns generating $5M+ pipeline in 90 days with sales, product, and channel alignment
Brand & Thought Leadership – Secured analyst recognition, media coverage, and executive visibility
Product Launch & Fundraising Readiness – Led launch strategy and created compelling investor narratives
Execution Excellence – Known for a data-driven, customer-centric approach with the ability to both build and optimize
If you’re a fintech or SaaS company looking for a strategic fractional marketing leader who delivers clarity, credibility, and measurable growth—Avnita is the one to call.
Learn more: Avnita Gulati Partner Page →
If you’d like to be a certified GTM Partner like Avnita and more than 50 others, we’d love to talk to you about how to make that happen.
Upcoming Events: Where Sangram, Bryan, or a GTM Certified Partner Will Be Speaking
(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, and there’s only one left this Wednesday: Melbourne (Dec. 3)
GrowthCon Digital Marketing and AI Summit (Dec. 3, Virtual). Sangram will be leading a GTM master class.
The Work Pause: a One-Hour Workday Retreat for GTM Leaders (hosted by GTM OS Certified Partner Sarah Allen-Short), December 5 and 13 from 12-1 p.m. EST on Zoom.
Love,
Sangram and Bryan
p.s. Access GTM University | Hire GTM OS Certified Partners | Read Fractional Friday
Thanks for reading GTMonday by GTM Partners!
Subscribe for free to receive new posts and support our research work.
