Field Guide Topic
The modern GTM system
Most go-to-market problems I have seen were not strategy problems on paper. They were coordination problems in practice: a good plan, a fuzzy definition of who it was for, and no shared operating rhythm to keep marketing, sales, partners, and customer success pointed at the same thing.
These entries treat go-to-market as a system rather than a document. Go-to-market strategy sets the choices. A GTM operating system turns those choices into a cadence. The ideal customer profile decides where the effort goes. Signal-based marketing changes what triggers action, and revenue orchestration is what keeps the handoffs from leaking. They are more useful read in that order.
Start with
Go-to-market strategy
A go-to-market strategy is the integrated set of choices a company makes about which customers it will serve, what problem it will solve, how it will position its value, how it will reach and convert buyers, and how teams will work together to create revenue and customer value.
Read the entry →GTM operating system
A GTM operating system is the repeatable way a company turns go-to-market strategy into coordinated execution. It combines decision rights, planning rhythms, processes, data, technology, handoffs, measures, and feedback across marketing, sales, product, partnerships, and customer success.
Read the entry →Ideal customer profile (ICP)
An ideal customer profile, or ICP, is a clear description of the type of organization most likely to have the problem you solve, recognize meaningful value, buy successfully, adopt the product, and remain a healthy customer. In B2B, it usually describes company-level characteristics; buyer personas describe the people involved inside those companies.
Read the entry →Signal-based marketing
Signal-based marketing uses observable changes in buyer, account, customer, market, or product behavior to decide when and how to act. Instead of running every program on a fixed calendar, the team responds to meaningful evidence such as research activity, product usage, hiring, funding, competitive moves, sales themes, or customer-health changes.
Read the entry →Revenue orchestration
Revenue orchestration is the coordination of signals, decisions, people, processes, and technology across the customer lifecycle so the organization can take the right revenue action at the right time. It connects marketing, sales, customer success, operations, and increasingly AI agents around shared context and outcomes.
Read the entry →