You're either generating revenue, retaining revenue or both - either way, this newsletter is my way of distilling 16 years of GTM experience into weekly nuggets to help you and 2000+ other industry leaders get unstuck and grow your business.
The last few weeks, I’ve found myself having the same conversation with my team (and a few clients ): Are we too obsessed with tactics and not focused enough on real accountability in our go-to-market teams?
Most organisations do not have a clearly defined, well-articulated, and consistently executed go-to-market strategy. We know this. But here’s what people often get wrong: a lack of GTM clarity does not always mean an organisation isn’t performing. Sometimes, strong tactics alone will get you where you want to go.
But if you want to scale, tactics alone will only take you so far.
Critical Insight
Here’s the big gap I’m seeing everywhere: there’s a flurry of tactical activity, lots of delegation, but little true accountability.
We’re quick to assign tasks, but far too slow to assign true responsibility for outcomes. Accountability isn’t about who does the work. Accountability is about who owns the result. And, if you don’t set clear goals, expectations, or KPIs, it’s impossible to hold anyone (or any team) accountable.
This is where so many GTM motions stall out. No clarity means no accountability, which means no scalable process. We end up in a cycle of reactivity, not progress. We have very odd questions that we ask during our GTM work - it’s done intentionally to surface things that most companies barely have the time to figure out. Here’s a question that had a leadership team up in arms, “who owns the CRM?”. Simple question on the surface, right? WRONG!
“Telling someone to do something is easy. Telling someone they’re accountable for the outcome is where most teams fall short.”
If we want to create stability in our organisations and actually move forward, we need to do the hard work of defining who is accountable, for what, and by when. Otherwise, it’s all noise.
Food for Thought
A few questions to ask yourself (and your team) this week:
Are your team members clear not just on their tasks, but on the outcomes they’re truly accountable for?
What KPIs or targets are in place to support this? Or is it a free-for-all?
When was the last time you reviewed who “owns” each core result in your GTM motion?
Do you have a documented, accessible GTM strategy? Or is it living in someone’s head?
Without answers to these, you’re likely to be building your GTM siloed-by-design and also manufacturing your own bottlenecks.
Trust Justin Welsh to make everything seem easy - Do you agree?
It’s ok not to be ok! Alina always keeping it real
Open ai now has 8 models - but which one works for what?! An AI Guide on AI (password: Revenue)
Until Next Time ✌🏾
PS
If you’re feeling a little concerned about your revenue growth, then we have a few things to help you find the answer:
Evaluate Your Strategy → Curious about where your Go-to-Market strategy stands? Discover key areas for improvement. [Take the Assessment]
GTM Insights → Want to learn more about Go-to-Market strategies? Check out our latest insights on YouTube. [Watch Now]
1-1 Consultation → Need personalised advice? Book a 1-1 consultation, and I’ll help you map out your next steps. [Book Here]
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You're either generating revenue, retaining revenue or both - either way, this newsletter is my way of distilling 16 years of GTM experience into weekly nuggets to help you and 2000+ other industry leaders get unstuck and grow your business.
