#go-to-market-alignment

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#causal-measurement #finance-control #revenue-attribution #organizational-dysfunction #ai-adoption
Marketing
fromMarTech
3 days ago

Why CFOs are taking control of GTM strategy | MarTech

Finance controls go-to-market decisions because marketing and sales cannot prove causal impact, forcing CFOs to rely on cost control and correlation instead of demonstrating true revenue causality.
fromMarTech
6 months ago

Revenue teams struggle with execution, despite widespread AI adoption | MarTech

The report found the best-performing companies are driving better outcomes with a more transparent structure, smarter systems and practical uses of AI. They align on specific outcomes, shared metrics, and consistent operating rhythms- not just strategy slides or campaign goals. Rather than launching disconnected pilots, the report found leading companies use embedded, role-based AI to guide content usage, improve coaching and act in real time.
Artificial intelligence
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