68% of Executives Say This One Thing Would Make Them Hit Their Numbers (with Sangram Vajre from GTM Partners) | Ep. 19

Most B2B companies are running inbound and outbound because they're comfortable, measurable, and feel like a spreadsheet they already know. That's exactly why the motion that creates the biggest deal sizes and longest customer relationships stays chronically underinvested.

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David Walsh, founder of Limelight, sits down with Sangram Vajre, co-founder and CEO of GTM Partners, to get into the real mechanics of go-to-market: how teams lose alignment, why partner-led motion outperforms everything else, and what it actually takes to build content that 175,000 people read weekly.

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Sangram has been in the rooms where these decisions get made. He ran marketing at Pardot through a $2.5 billion Salesforce acquisition, co-founded and scaled the ABM platform Terminus to over $100M in revenue, and now runs the go-to-market research firm he built from zero to ~$10M without raising a single dollar.

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Guest Bio

Sangram Vajre is co-founder and CEO of GTM Partners, a data-driven go-to-market analyst and advisory firm he built alongside Bryan Brown, Lindsay Cordell, and Judd Borakove. Before GTM Partners, he co-founded Terminus, one of the companies that created the ABM software category, and before that ran marketing at Pardot through its acquisition into Salesforce. He's the author of three books on B2B go-to-market, including MOVE, a Wall Street Journal and USA Today bestseller co-written with Bryan Brown. He's spoken at UNBOUND (formerly INBOUND) for ten consecutive years and hosts the GTMonday research newsletter, now published as Run on GTM OS, with over 175,000 subscribers.

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What We Cover

Why marketing is a silo of silos: The graphic designer, the demand gen manager, the ABM lead, and the social team often have no shared understanding of what they're collectively trying to accomplish.Renaming meetings as a GTM alignment tool: A "marketing attribution meeting" signals the conversation is about justifying marketing's existence — rename it "pipeline velocity" and the whole orientation shifts.How Henry Schuck runs alignment at ZoomInfo: He replaced weekly executive meetings with a daily 9 AM go-to-market session: no decks, no status updates, just the team watching how decisions get made in real time.68% of GTM executives say clarity would make them hit their numbers: When given a list of external pressures, nearly 68% of executives said clarity on their own go-to-market strategy would matter more than fixing competitors, AI, or macroeconomics.The six go-to-market motions