State of Go-to-Market 2023 Report Go-to-Market leadership “There isn’t one single person who owns Go-to-Market. It’s a combination of the Marketing and Product teams.” Gaston Tourn, Curio “There is no one person who owns GTM at our company. Our VP of Marketing and I (Senior Director of Communications and Branding Strategy) work with all department heads (VP of Product, VP of Sales, VP of Revenue Operations, and VP of Account Management) as well as the two CEOs/co-founders to devise a plan that works for everyone and for the brand as a whole.” Laura Goldstone, AdDaptive Intelligence “Our Product Marketing Team in partnership with Program Management.” Katie Moss, SugarCRM It’s clear from these results that Go-to-Market isn’t a strategy with one clear leader, there’s a variety of people and teams with a claim to the role. While product marketing roles do rank highly for Go-to-Market ownership, many companies prefer a collaborative approach to GTM leadership that draws in different functions and perspectives. 15