Who Should Participate?

It is important to lead GTM planning in alignment with investor and board-level expectations related to revenue and profitability. Commercial objectives, including acceptable CLTV / CAC ratios, are established with the cooperation of executive leaders from sales, marketing and finance. Sales leadership owns the aggregate customer acquisition quotas, establishes sales motions and creates compensation models to incentivize product adoption and customer retention. They also own channel partnerships and enablement, and collaborate with marketing to build lead qualification and funnel management strategies. Marketing owns top-of-funnel demand generation and lead management, and will work with product to define the value proposition and competitive differentiation for the brand. Marketing will also work with product to align SaaS buyer personas with market segmentation strategies, and align user personas with knowledge management and content marketing strategies. Customer Success leaders can establish expand-selling strategies (in companies where they own this motion), and are otherwise responsible for ensuring effective product adoption throughout the customer journey, from the Onboarding stage through the Renewal stage.