Who Really Owns Your B2B Go to Market Strategy

Master your B2B Go to Market Strategy by understanding why CEO ownership is the ultimate growth lever to scale your revenue team. Who actually owns Go-To-Market in a modern organization? For years, the standard B2B playbook assumed that GTM belonged exclusively to the marketing department—a lie that has derailed countless high-growth companies. In the finale of 7 Truths and 1 Lie, Sangram Vajre and Bryan Brown reveal Truth #7: The CEO owns Go-To-Market. While sales, marketing, and customer success leaders execute day-to-day initiatives, the CEO is the ultimate owner of the corporate strategy, category narrative, and cross-functional alignment. A customer-centric CEO bridges the gap between product development, revenue acquisition, and customer success, serving as the chief storyteller for partners, investors, and buyers. However, vision alone isn't enough. Top executive leaders rely on Revenue Operations (RevOps) to translate strategic leadership into repeatable business processes, shared metrics, and executive trust. By operationalizing CEO-led alignment using the 8-Pillar GTM Operating System (GTM OS), B2B founders, CMOs, and CROs can eliminate internal friction, align revenue teams, and successfully navigate the $10M–$50M "Valley of Death." Watch to learn how category-defining CEOs build scalable revenue architectures that drive long-term enterprise value! Chapters 00:00 - The Biggest Lie in B2B Go to Market Strategy 01:20 - Why the CEO Must Own Go to Market 02:20 - Becoming a Customer-Centric CEO 03:48 - The CEO as Chief Category Storyteller 04:56 - Unifying Sales, Marketing, and RevOps 06:38 - Visionary Leadership vs Management Allocation Take the Free GTM Assessment: https://runongtmos.com/move #gotomarket #gtmos #b2bstrategy #ceoleadership #revenuegrowth