The GTM Team and the Digital Workforce: Redefining Revenue Generation

The traditional Go-To-Market (GTM) team and models have been the backbone of revenue generation for businesses of all sizes. Historically structured around distinct human-driven functions: marketing creates awareness, sales drives conversion, and customer success ensures retention. These teams operated in a largely analog world despite digital tools supporting their work. For several reasons this model isn’t working correctly anymore. Customers mostly don’t buy the way sellers sell.

It’s time for a rethinking of this paradigm. Digital transformation has radically altered GTM dynamics, introducing new channels, dissolving boundaries between functions, and creating a mountain of customer data. The emergence of a digital workforce; intelligent systems powered by AI, automation, and digital agents, has potential to accelerate the transformation and to greatly improve outcomes.