Ask a group of go to market leaders who owns go to market, and most will say the CEO. But this leader? He confidently says otherwise.

In this episode, Sangram sits down with Kyle Lacy, SVP of Marketing at Seismic (formerly CMO of Lessonly, which was acquired by Seismic) to dive into his answer to the big GTM question. Kyle confidently says that marketing owns go to market, and he’s sharing his reasoning–from his passionate standard for BDRs reporting up through marketing, to the power of brand on an entire customer lifecycle.

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Additional Resources:

MOVE: The 4-Question Go-To-Market Framework

Key Takeaways:

Marketing owns the experience. Therefore, they own GTM.
Go to market is an understanding of which channels and segments work
“You can’t build an amazing product if nobody hears about it”

Kyle Lacy is certain marketing owns go to market