Best of LinkedIn: Go-to-Market CW 40/ 41

Prioritize boring, repeatable mechanics over hero tactics to avoid costly missteps and accelerate ARR

Treat expansion as an explicit GTM motion that aligns teams to lift revenue without shipping features

Build foundations before tactics to compress time to product-market traction and predictable growth

Define GTM Engineering as a revenue system discipline, not a buzzword or a cold email function

Audit tech stacks for simplicity and scalability, replacing fragmented tools with unified platforms where justified

Apply AI to orchestrate validated playbooks, not to chase volume, with human judgment as a control layer

Replace linear workflows with AI-assisted loops across outbound, ABM, content, and mini-product creation

Diagnose failure modes in AI initiatives as leadership and adoption problems rather than technical gaps

Use vector databases and enrichment to personalize at scale, while safeguarding data quality and governance

Focus AI investment on durable engines that compound results instead of short-term campaign spikes

Establish RevOps frameworks that compress cycle time without additional budget or headcount

Fix intent data contamination to prevent poisoned signals from degrading routing, scoring, and forecasts

Instrument stage-specific metrics that surface bottlenecks early and inform surgical process changes

Standardize discovery and qualification criteria to improve conversion fidelity across regions and segments

Align marketing and finance around lifetime value to guide resource allocation and portfolio bets

Convert call data into enablement assets to raise readiness across sales, service, and onboarding

Rebuild outbound motions around unique value hypotheses rather than generic sequences and tooling

Select outbound tech by use case and maturity stage to avoid complexity tax and hidden switching costs

Codify end-to-end playbooks that tie messaging, proof, and next actions directly to pipeline velocity

Update EMEA playbooks to local realities to limit waste and protect margin in expansion cycles

Combine ABM platforms with first-party signals to tighten audience definition and timing sensitivity

Reintroduce direct mail in integrated motions to lift attention and conversion around events and content

Use social triggers to time cold outreach when buyers are demonstrably ready to act

Map channel roles precisely to avoid overlap between content syndication, events, and one-to-few ABM

Design campaign architectures that move accounts through distinct proof points instead of vanity metrics

Frame expansion as a system that connects narrative, use case adoption, and multi-threaded value realization

Build allbound engines that compound adoption and advocacy with minimal headcount where possible

Treat global scale as narrative plus enablement, not translation, to unlock consistent expansion outcomes

Shift from feature selling to value and transformation, grounding proposals in measurable business change

Train founders and product leaders in GTM early so distribution informs roadmap and packaging choices

Run cloud GTM as a partner-led change program with shared metrics, joint enablement, and staged milestones

Anchor ecosystem bets in attach rates and influenced revenue rather than logo counts