State of Go-to-Market 2023 Report Go-to-Market Leadership is a bit complicated when it comes to Go-to-Market strategy. With so many different teams and stakeholders involved, it can be hard to pinpoint a single owner of leadership your strategy. Having one decision maker can improve consistency in your strategy, but with something as broad as Go-to-Market, leadership must understand the priorities and responsibilities of each team involved, which is a challenge for just one person. Product marketing teams are typically associated with Go-to-Market, as they tend to sit between teams and have a more holistic view of a business, making them well situated to lead GTM. However, only 50% of our respondents identi昀椀ed product marketing as leading Go-to-Market at their company, which is signi昀椀cantly lower than last year’s 81%. This suggests the ownership of GTM is diversifying, which is a notable shift in the Go-to-Market industry. Which team leads Go-to-Market in your company? Product marketing 25.6% Product 50% Program/product management 1.30% Comms/growth/other marketing function 5.10% Sales/CX 7.70% Other 10.30% 13