Event archive · 2024 tourGTM is Better Together: The 2024 Enterprise GTM Leadership Tour
In 2024, GTM Partners took the GTM Operating System on the road. More than 650 enterprise GTM leaders joined us city by city for keynotes, C-level panels, customer case studies, and hands-on workshops built around one idea: efficient growth happens when teams, technology, and trust work together.
Teams, tech, and trust: the blueprint for efficient growth
Better Together was an invite-only gathering for director-level and above GTM leaders. The premise was that growth-at-all-costs was over, and the companies winning the efficient-growth era would be the ones whose GTM functions, tools, and partners actually worked together.
Unified teams
Marketing, sales, customer success, and RevOps planning from one shared GTM strategy instead of four separate playbooks.
Integrated tech
A GTM stack matched to your maturity stage, where tools share signals and context instead of adding more volume.
Earned trust
Partners, customers, and peers working together, because 75% of companies using partner-led growth see positive results.
Inside the rooms in Atlanta, Boston, and New York
Highlight reels and photos from each stop on the tour: keynotes, executive panels, the GTM OS workshop, and the partner innovation center.
25 insights GTM leaders took home
The research, data points, and lessons that came up most across keynotes, panels, and roundtables.
Future of GTM
- Internal GTM clarity is the #1 barrier to hitting business goals (68% of companies).
- GTM is evolving from growth-at-all-costs to efficient growth at scale.
- Focus is shifting from TAM to Total Relevant Market (TRM).
- 90% of old playbooks aren’t working in today’s market.
- Teams need strategists, not just specialists.
Efficient Growth
- 59% of enterprises missed revenue targets in 2023, up from 26% in 2022.
- Net Revenue Retention (NRR) can double business size in 5 years without new logos.
- Smaller segments + focused offerings = more revenue growth.
- Revenue leaks account for 26% of ARR loss.
- 75% of companies using Partner-Led Growth see positive results.
Customer Success
- 60% of companies struggle to prove ROI.
- Focus on getting to the first moment of value, then build on it.
- Customer marketing must center on value delivery.
- Churn is a business problem, not just a CS problem.
- A digital + human approach is needed for scale.
Modern GTM Tech
- Integration between tools is crucial for insights.
- Context and signals outweigh volume in outreach.
- 1,200–1,400 outbound touches are needed per deal.
- Teams save 10+ hours per week with AI-powered tools.
- Your tech stack must align with your GTM maturity stage.
Team Alignment
- Five generations now work together on GTM teams.
- Great teams need a sense of destiny, family, and militant spirit.
- Cross-functional alignment is crucial for expansion.
- Every customer renewal is now a renegotiation.
- Sales is 3x more likely to close self-sourced vs. marketing-sourced leads.
Sessions from the tour
A full day at each stop, from the opening research keynote to the GTM O.S. Awards.
5 Mega Trends Shaping the Future of GTM
GTM is Better Together Workshop: The New Framework for Go-to-Market
Better Together in Action: Key Use Cases and Execution Strategies from Top GTM Technology Executives
Guest Keynote: Building High-Performing Teams (Dr. Tim Elmore)
People, Process & Then Technology: How Fiserv Enables Marketing Innovation at Scale
It’s a Journey: How MFS Puts Customers at the Center of Marketing Innovation
Transforming GTM Tech Stacks: From Junk Drawer to Strategic Engine
Building Blocks of Event-Led Growth: A Fireside Chat with MSCI
Event-Led Growth: Building the New Enterprise Engagement Model (with ON24)
Sharing Actionable Insights Across Sales, Marketing, and Customer Success
Challenging the Status Quo of Buyer Journey Management
Delivering Your GTM Strategy with AI
Analyst and Better Together Partner-Led Roundtables
GTM O.S. Awards
50 GTM leaders on stage
CMOs, CROs, CEOs, and operators from leading enterprises and GTM technology companies, sharing what is actually working.
Sangram Vajre
CEO & Co-founder
GTM Partners
Host
Bryan Brown
Chief Analyst & Co-founder
GTM Partners
Host
Lindsay Cordell
Partner
GTM Partners
Host
Sarah Allen Short
Head of Research
GTM Partners
Host
Karthi Ratnam
Director of GTM
GTM Partners
Host
Dr. Tim Elmore
Founder & CEO
Growing Leaders
Keynote
Sydney Sloan
CMO
G2
Eric Gilpin
CRO
G2
Palmer Houchins
VP of Marketing
G2
Tessa Barron
SVP of Marketing
ON24
Mark Bornstein
VP Marketing & Chief Evangelist
ON24
Julien Sauvage
GVP Marketing
Clari
Tom Williams
Head of Strategic Alliances
Clari
Jam Khan
SVP Portfolio Marketing
ZoomInfo
Chris Moody
VP, Brand Marketing
Demandbase
Stephanie Quinn
Sr. Director, Integrated + Digital Marketing
Demandbase
Tom Keefe
Principal GTM Expert
Demandbase
Jonathan Lister
Chief Operating Officer
Vidyard
Justin Noodleman
Sr. Director of Revenue
Vidyard
Becca Rawson
Sr. Director, Customer Success
Vidyard
Alistair Rennie
CEO
Totango
Edward Chiu
Co-CEO
Catalyst + Totango
Karen Budell
CMO
Totango + Catalyst
Sam Levan
Co-founder & CEO
MadKudu
Francis Brero
Co-founder & CPO
MadKudu
Tyler Lessard
CMO
TechnologyAdvice
Zach Jones
CRO
TechnologyAdvice
Tracy Eiler
CMO
OpenSesame
Amy Cook, Ph.D.
CMO & Co-founder
Fullcast
Mike Head
Chief Revenue Officer
PartnerStack
Camye Mackey
EVP & Chief People, Diversity & Inclusion Officer
Atlanta Hawks
Manjush (MJ) Varghese
SVP of Digital Strategy & Marketing
Equifax
Robert Heidish
VP, Digital Marketing Technology & Operations
Fiserv
Heather Berggren
Sr. Director, Demand Generation
Cisco
Ryan O. Emge
Global Sr. Manager, ABM
ServiceNow
Jessica Kao
Sr. Director, Marketing Ops & Martech
Cloudflare
Howard H. Atkins
Executive Vice President
ConstructConnect
Kate Kennedy
Global Head of Events Strategy
MFS
Melissa Socci
Head of Global Events & Client Partnerships
MSCI
Paul Whelan
Director, Global Customer Success Ops
Verint
Caitlin Wood
Sr. Director, Scaled Customer Experience
Ironclad
Ryan Kelly
VP of Marketing
Cockroach Labs
Maria Toft
Sr. Director, Marketing Operations
Cockroach Labs
Jessica Fleisher
Director of Revenue Operations
Wix
Brooke Wenrick
Director, Brand & Communications
CallMiner
Nadia Davis
Sr. Director, Revenue Marketing & MarOps
PayIt
Nurah Muhamad
Director of Customer Success
nTop
Michael Dobos
Sr. Manager, Marketing & Technology
Couchbase
Matthew Balthazor
Manager, Demand Generation & Content
Epson
Cindy Chiang Perin
Sr. Marketing Manager
Made possible by leading GTM technology partners
Each partner led roundtables, joined the C-level panel, and hosted the innovation center at every stop.
What attendees said
“I thought the event was incredibly well organized. The topics were all chosen perfectly and relevant across the broader teams. It was highly engaging with great energy all around!”
Kelly Sajid
ExactEstate
“The overall message resonates a lot right now. Some great people attending & networking. Amazing Tim Elmore presentation. The discussion at the networking tables was very productive.”
Alex Poulos
Crossbeam
“Thought-provoking presentations that created quality conversations that I hope to take back to the team to reflect on.”
Frank Busse
PunchB2B / Khronos
“I loved the variety of speakers and panelists! Great session topics, a variety of perspectives that all spoke towards the common theme.”
Caitlin Andrews
TechnologyAdvice
“Good energy, good content, good networking opportunities. Particularly liked the innovation hub.”
Nicholas Blake
Elavon / U.S. Bank
“Enjoyed the networking component. Getting the opportunity to talk with like-minded folks is always great. I liked the tight-knit aspect of it.”
Namay Sharma
Measure Marketing Results
“I learned more than I thought I was going to, great content!”
Katie Desmond
Imarc
“I loved that you drew in a good mix of attendees from various GTM disciplines.”
Shari Diamond
Fluvio
“I liked the content and particularly enjoyed hearing from Lindsay and Dr. Elmore.”
Sarah Papile
Fidelity Investments
About Better Together
What was GTM is Better Together?
GTM is Better Together was a 2024 four-city leadership tour (Atlanta, Boston, New York and San Francisco) hosted by GTM Partners for director-level and above enterprise go-to-market leaders. Each stop combined keynotes, C-level panels, customer case studies, and a hands-on GTM Operating System workshop focused on one idea: efficient growth comes from unifying teams, technology, and trust.
Who spoke at Better Together?
Fifty speakers took the stage, including GTM Partners co-founders Sangram Vajre and Bryan Brown, keynote speaker Dr. Tim Elmore, and executives from G2, ON24, Clari, ZoomInfo, Demandbase, Vidyard, Totango + Catalyst, MadKudu, Fiserv, Cisco, ServiceNow, Equifax, Cloudflare and others.
Can GTM Partners run a Better Together-style session for my team or event?
Yes. The keynotes and the GTM OS workshop from the tour are available as executive keynotes, revenue kickoffs, and leadership offsites delivered by Sangram Vajre and Bryan Brown. Request availability on the GTM Partners speaking page.
Keep building better together
The tour has wrapped, but the frameworks, workshops, and community behind it are available year-round.
Book a keynote or offsite
Bring the Better Together keynote or GTM OS workshop to your revenue kickoff, executive offsite, or conference stage.
Check availabilityGet GTM OS certified
Join the operators, fractional executives, and agencies certified on the GTM Operating System.
Explore certificationLearn the GTM Operating System
The 8-pillar framework behind every Better Together workshop, from Total Relevant Market to expansion.
Read the GTM OS primer