Builders of Modern Go-to-Market Categories
Bryan Brown and Sangram Vajre have spent more than two decades building companies, creating GTM frameworks, and working with executive teams through major shifts in how B2B companies grow. Their shared body of work ultimately led to the GTM Operating System™.
Sangram Vajre
LinkedIn ↗Sangram Vajre is a three-time author, entrepreneur, and GTM category builder. Early in the marketing automation wave, he led marketing as CMO of Pardot through its acquisition by ExactTarget and ultimately Salesforce. He later co-founded Terminus, helping establish Account-Based Marketing as a major B2B go-to-market category, and founded FlipMyFunnel, a global community that helped popularize ABM among modern revenue teams.
He is the co-author of MOVE: The 4-Question Go-to-Market Framework and has spent more than a decade working with CEOs, CROs, CMOs, and GTM leaders on how companies align strategy, execution, and growth.
Bryan Brown
LinkedIn ↗Bryan Brown is a serial entrepreneur, commercial architect, and multi-time category creator. He co-founded Vtrenz, which was acquired by Silverpop, and helped scale Silverpop from approximately $20M to $90M before its acquisition by IBM.
He later partnered with Sangram Vajre at Terminus and co-authored MOVE: The 4-Question Go-to-Market Framework. Today, Bryan is one of the principal architects of the GTM Operating System™, focused on turning GTM strategy into an executable company-wide operating model.
Three Waves That Shaped Our View of Go-to-Market
Our thinking about GTM was not created in a conference room. It evolved through three major shifts in how B2B companies attract, convert, serve, and expand customers.
Marketing Automation
Bryan co-founded Vtrenz, an early marketing automation platform acquired by Silverpop (scaled through its acquisition by IBM), while Sangram served as CMO of Pardot through its acquisition by ExactTarget and ultimately Salesforce.
This era taught us how technology could connect demand generation, lead nurturing, customer data, and measurable revenue outcomes.
Account-Based Marketing
Sangram helped build Terminus and FlipMyFunnel during the rise of Account-Based Marketing, while Bryan later joined Terminus as Chief Product Officer.
Together, this work reinforced a critical lesson: growth improves when teams organize around the right accounts and customers rather than departmental activity.
The GTM Operating System™
The next problem was bigger than marketing or sales. Companies needed a way to align the entire executive team around where to grow, what to invest in, how to create and capture demand, how customers realize value, and how the business turns strategy into execution.
That work became the 8-pillar GTM Operating System™.
Three Books. One Evolving View of GTM.
Each book captured a different stage in how our thinking about modern B2B go-to-market evolved—from account focus, to full-funnel alignment, to a company-wide operating system.
Account-Based Marketing for Dummies
Introduced practical principles for identifying and engaging the accounts most likely to create value.
ABM Is B2B
Expanded account-based thinking beyond marketing into a broader approach to aligning revenue teams around the entire customer journey.
MOVE: The 4-Question Go-to-Market Framework
Codified the four GTM questions—Market, Operations, Velocity, and Expansion—that leaders must continuously answer as their companies grow and change. MOVE became a foundational step toward the GTM Operating System™.
Built With Executive Teams in the Room
We have spent years pressure-testing these ideas with CEOs, CROs, CMOs, operators, investors, and GTM teams—turning practitioner experience into repeatable frameworks.
GTM OS Is the Result of the Journey
The GTM Operating System™ was not created as another management framework.
It is the result of more than two decades of building companies, operating revenue teams, writing books, creating GTM categories, assessing thousands of GTM organizations, and working directly with executive teams.
Across those experiences, the same problem kept appearing: Companies had plans for Marketing, Sales, Product, Customer Success, and Operations—but no shared operating system for how the business actually goes to market.
GTM OS was built to solve that problem. It gives the CEO and executive team one system for connecting strategy, investment, execution, customer value, operating metrics, and leadership alignment.
Put the GTM Operating System to Work
Learn how the GTM Operating System™ connects strategic planning to execution—or find a Certified GTM OS Partner who can help your executive team implement it.