Hot Take: Marketing is NOT Go to Market
Understand the fundamental distinction between marketing and go-to-market, why marketing is focused on brand and demand, and why the CEO must own go-to-market.
About This Video
Executive Takeaways
- Marketing and go-to-market are distinct disciplines rather than interchangeable terms; marketing is not simply GTM under a different name.
- Marketing's primary scope is driving brand and demand across the organization.
- Go-to-market is fundamentally about overall business transformation, which requires direct ownership by the CEO rather than being siloed in marketing.
- The defining test between marketing and broader GTM responsibility comes down to the exact metrics and numbers the CMO is held accountable to.
Key Questions Answered in This Deep Dive
What is the primary difference between marketing and go-to-market?
Marketing focuses specifically on driving brand and demand. In contrast, go-to-market encompasses end-to-end business transformation across the entire company.
Who should own go-to-market in a B2B organization?
The CEO should own go-to-market. Because GTM represents cross-functional business transformation rather than just brand and demand, ultimate accountability sits with the chief executive.
How do you test whether an initiative or role is marketing versus go-to-market?
The real test comes down to the metrics and numbers the CMO is measured on. If the focus is strictly promotion, brand, and demand, it is marketing; full business transformation belongs to the broader GTM remit owned by executive leadership.
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