GTM planning should be flexible and agile. A go-to-market (GTM) strategy is not just one that drives the marketing of an organisation, it drives the organisation itself. 

On this episode of the FINITE Podcast, let experienced B2B marketing leader Melissa Ayres explain why go-to-market is a business strategy and why it has to remain flexible. Having been a consultant for many years, Melissa creates a GTM plan like a painting on a canvas. She forges alignment between teams, communicates to the C-Suite and avoids planning paralysis! 

At the time of recording, Melissa was a consultant working with Cervest and has since joined them as CMO. Cervest’s Climate Intelligence platform, powered by Earth Science AI, helps businesses and governments anticipate and act on the effects of climate risk on physical assets.

Listen to the full episode to learn about:

  • Melissa’s extensive background in B2B tech marketing
  • Why business alignment is critical for GTM planning
  • How a marketer adapts to a C-Suite level position
  • Tactical ways marketing can align GTM with the rest of the business
  • Tools used to drive go-to-market planning 
  • The importance of marketing ops in GTM planning 
  • The difference between GTM planning and execution 
  • How far should you plan ahead for a GTM strategy? 
  • Measuring the success of a GTM strategy
  • Ideal structures of a go-to-market team

Find the full episode here:

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