18 Pillars of a high performing GTM org in 2025 1. Clear GTM strategy Where we win, how, who does it 2. Forecast Aggressive but attainable pipeline and revenue, with weekly activity targets Backed by historical data 3. High performing talent culture & system Attract, nurture, retain and delight elite talent or none of the rest of this works 4. Complete GTM team Obviously balanced headcount marketers, AEs, SDRs, CSMs But this year: GTM ops & enablement to map plays to AI You'll need in house rev ops + outsourced GTM engineers or the other way around 5. Detailed customer analysis Look at customers by usage, NRR, win rates, NPS, support levels at least yearly, with win/loss quarterly 6. Well defined buyer journey Visual whole buyer journey, specific states and stages for contacts, accounts, deals along with entry and exit criteria. sales methodology. 7. Conversational intelligence (CI) Call recordings = prime quality AI food. Get it now. 8. Up to date vertical and persona messaging (the #1 reason to have a CI tool) 9. Complete Thought Leadership content Every use case, every vertical, every persona/department Minimum coverage is fine. Better coverage distributed well is free pipe 10. AI Account and contact qualification and intelligence Signals, qualification, contact info, key data points, and ideally personalized value props pushed to every contact and account Evergrowth is the only company now that does all of this 11. Full funnel Orchestrated AI content plays Every signal needs a play, orchestrated automatically If you still have email templates/call scripts instead AI frameworks by the end of 2025 you are behind 12. Maximize your key channels Little mistakes can cost 50% of your output 💜 Will GPT or Calvin Wiltermood for email, Joey Gilkey for phone, Mandy McEwen for LinkedIn organic, Justin Rowe or Kaylee Edmondson for paid. Do the same for events. 13. Buyer Enablement Map content to your buyer journey. Probably this lives in a deal room. Gal Aga is my go to here 14. Business Case selling Gather intel, define the problem, build consensus, sell together towards outcomes. Nate Nasralla literally wrote the book here 15. Mutual Success Plans Sell towards a business outcome that gets your champion promoted, not deployment Give concrete steps and stages 16. Full funnel reporting Inputs and outputs split out by stage, channel, persona, vertical, play Rob B. Anderson's 3E model is solid here 17. Recurring alignment rituals Different between teams, and there are monthly and quarterly cadences. The TLDR - all bow tie metrics reviewed weekly. Flag issues that are trends (2+ weeks) not blips Thanks Mark Kosoglow! 18. Revenue program management Most revenue teams suck at project management. When you see a trend in the most important part of the funnel, relentlessly focus on fixing it. Track your tasks and projects, give clear ownership and deadlines What did I miss?

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