Embed go-to-market responsibility across all roles rather than siloing it in sales
Rather than hiring a sales team and separating GTM from product, have engineers, PMs, and designers all participate in go-to-market activities. Engineers cold-email prospects, PMs think about pricing, designers understand customer pain. This distributes market knowledge across the organization and enables small teams to independently find product-market fit for new products.
When to use
When building a multi-product company or when you want each team to be able to independently validate and sell new products
Don't do this
Siloing go-to-market in a sales department while engineers only write code, creating a dependency on sales for all customer contact
1 Founder Who Did This
Made go-to-market everyone's responsibility at Persona. Engineers cold-emailed prospects. Small 5-person teams (3 engineers, 1 designer, 1 PM) all participated in selling conversations, inspired by Microsoft's GTM-distributed culture.