Clarity, Alignment, Trust - Sangram Vajre - Shift & Thrive - Go-To-Market Deep Dive - Episode # 078

Go-to-market is no longer a function, a plan, or a quarterly initiative; it’s a living, evolving operating system. In this episode of Shift & Thrive, Natalie sits down with Sangram Vajre, one of the most influential voices in modern B2B go-to-market strategy, to unpack what GTM really means in today’s market and why CEOs must take ownership of it. Drawing from his experience as a co-founder of Terminus and former CMO of Pardot, Sangram challenges conventional thinking around growth, alignment, and execution. Together, Natalie and Sangram explore why misalignment at the executive level derails even the strongest marketing and sales efforts, how clarity and trust drive better decisions, and why companies must stop treating GTM as a project and start treating it as a transformation.

Takeaways:

• Go-to-market is a transformational process, not a one-time strategy or off-site exercise. Every decision a company makes either strengthens or weakens its GTM motion.
• The CEO must own go-to-market. When GTM is delegated to marketing or sales alone, organizations lose alignment, clarity, and long-term momentum.
• Not all pipeline is created equal. Focusing on the wrong ICP can create short-term wins while undermining long-term growth and retention.
• High-performing executive teams prioritize clarity, alignment, and trust over tactics, tools, and trends.
• AI and automation won’t fix a broken strategy. Without clear direction, technology only accelerates confusion.
• The future of GTM is shifting from software-first to outcomes-first, with services and systems wrapping around technology to deliver real value.

Links:

• LinkedIn: https://www.linkedin.com/in/sangramvajre/ 
• Website: https://gtmpartners.com/ 
• GTM Monday: https://gtmonday.substack.com/ 

Ways to Tune In:

• Spotify: https://open.spotify.com/show/2D1YbT2QhKxIwbREpU7EMb 
• Apple Podcasts: https://podcasts.apple.com/us/podcast/shift-thrive-ceo-insights-on-driving-change/id1740828813 
• Amazon Music: https://music.amazon.com/podcasts/fa60b654-1955-4055-93df-fdd40c2a5c8f/shift-thrive-ceo-insights-on-driving-change 
• iHeart Radio: https://www.iheart.com/podcast/269-shift-thrive-ceo-insights-166792501 
• Pandora: https://www.pandora.com/podcast/shift-and-thrive-ceo-insights-on-driving-change/PC:1001086797  

This show is sponsored by Magnetude Consulting, bringing you the thinking-Power of a Growth Consultancy and the Getting-It-Done Power of a full-service B2B Marketing Agency. 

Learn more at: https://www.magnetudeconsulting.com