State of Go-to-Market 2023 Report Looking forward “Understand your customer.” Bryn Baker, Google Communicate early and communicate often. Focus on risk awareness/ mitigation plans and what may hold up a launch.” Steve Bozic, Seismic “Communicate, communicate, communicate everything with your stakeholders, even things that you think are obvious or minor. You’ll be surprised by how much they didn’t know when you’re in the thick of it day- in, day-out.” Emily Pathmajeyan, Carrum Health “For effective GTM, my number one tip is to understand your customer’s pain points so well that it feels like you’re having those same frustrations yourself. It’s the best way to ensure you’re crafting the right messaging.” Lauren Moon, Atlassian 71