The GTM Alignment Trap: How to Fix It Before It Kills Your Revenue
Access the GTM Playbook on GTM alignment in 2025 at the end of this newsletter...
Last week, I spoke with over 15 revenue leaders about their biggest GTM challenge.
Every conversation pointed to the same issue:
Misaligned GTM leadership.
Here’s what I heard:
Marketing is chasing MQLs, not revenue
Sales is closing deals but failing to hand them over
Partnerships is competing with the direct sales team
Customer success is chasing internal buy-in post-sale
The result? Slower deal cycles, higher churn, and lost expansion opportunities.
Many leadership teams assume their problem is execution. It’s not. It’s alignment.
When marketing, sales, and customer success operate as separate functions instead of one revenue team, the cost is measured in lost deals, inefficient handoffs, and fragmented customer experiences.
The best companies don’t just execute well. They align their GTM teams before they execute.
