Go-to-market (GTM) systems are under more pressure than ever to deliver predictable growth while operating under tighter restraints. Leaders are asking: How do we scale efficiently—lowering (or maintaining) acquisition costs for every new ARR dollar—while landing ICP customers who drive positive net retention?
The rules of GTM are being rewritten in real time—and what’s replacing them is a more adaptive, data-fueled, and partner-powered approach.
At Tackle, we’ve been deep in this shift. Here’s how we’re thinking about the evolution of modern GTM shifts and the key elements we’ll unpack during my fireside chat at Cloud GTM XP in May.
Make ICP work for you, not the other way around
The traditional Ideal Customer Profile (ICP)—updated once a year and shared as a slide deck—can’t keep up with dynamic buyer behavior. Tackle is transforming this into a living model that adapts as the business changes.
We use firmographic, technographic, exographic, propensity data, and “special considerations” to create a more comprehensive view of our best-fit customers. We analyze acquisition, expansion, and churn patterns to define not just who our ICP is, but how they behave over time. The goal? Create density in our coverage model and invest in customers who will grow with us.
Build the brand, power the pipeline
Your GTM system needs one crucial accelerant: a strong brand backed by real thought leadership. Your brand is your first impression, and your content is your proof of expertise. When your message is clear, your insights are sharp, and your content engine is active and aligned to your ICP, the rest of your GTM motion runs with less friction.
Segmentation is the foundation of GTM efficiency
Effective segmentation helps us align marketing investment, sales coverage, service strategies, and support levels. It informs everything from how we deliver value to how we staff teams. Think: competencies, cost models, and the customer experience we want to create. Segmentation is where strategic planning meets operational execution.
If it doesn’t deliver value, it doesn’t scale
We are maniacally focused on value—tangible, measurable, defendable value. We constantly assess whether our value proposition resonates across our ICPs, how it differs by persona, and which stakeholders care most. This clarity fuels everything: our brand, thought leadership, content, and events strategy.
Quality over quantity when it comes to coverage
We’re moving away from traditional thinking that says “cover the whole ICP.” Today’s Account Executives (AEs) can’t effectively manage more than 50 accounts—and throwing more Business Development Reps (BDRs) at the funnel does not guarantee improved pipeline or sales productivity.
Instead, we’re investing in targeted Account-Based Marketing (ABM) strategies, driven by quality content and engagement signals. We use 6Sense’s 6QA methodology alongside G2 intent data. This is also a great opportunity to test AI-powered SDRs to scale early outreach (I love what the team at Qualified is doing).
The partner ecosystem is the new GTM force multiplier
The complement to the marketing team is the partner, alliance, and ecosystem strategy, and this is gaining more and more momentum.
Think beyond the basics: What’s your strategy across distributors, global system integrators (GSIs), and technical partners in your customers’ stack? How does your cloud solution provider (CSP) motion support all of that? Done right, this is “surround sound” GTM and it’s better for your customers and your bottom line. Your partner strategy isn’t just about alliances—it’s about pipeline. Co-selling with partners accelerates deal flow, and partner teams are now expected to source, influence, and own revenue outcomes.
Drive value, govern deals, forecast with confidence
With a clear ICP and well-defined value prop, AEs can focus on running crisp, value-based sales cycles. At Tackle, we follow Force Management principles, govern deals with MEDDPIC, and forecast with calculus to deliver predictable outcomes.
I love what Salesforce is doing here with Data Cloud and Agentforce, and how companies like Gong and Clari are pushing innovation forward in the RevOps space.
Marketplace: the revenue channel you can’t ignore
There’s no debating it anymore: cloud marketplaces (AWS, Azure, and Google Cloud) are becoming the indisputable end state of a final shift to B2B commerce for software buyers and sellers. Both B2B software and cloud spend are growing at astounding rates—each adding more than $100B of budget each year.
ISVs are watching revenue from these channels climb from single digits to north of 50%. Some have already surpassed $1B in ACV—and more are on the way. Why? Because marketplaces align to how buyers want to buy: fast, compliant, and tied to their cloud commitments.
Customer success is the new growth engine
The deal isn’t done at signature or customer acquisition. Our goal is to create raving fans—customers who become brand ambassadors, case studies, and referral engines. Value needs to carry through sales to delivery and needs to be captured with your key stakeholders to maintain momentum.
At Tackle, we’re investing in customer health, leveraging AI (thanks to our partnership with Staircase) to track sentiment, adoption, SLA performance, and net promoter scores (NPS). We’re also embracing “co-success”—bringing partners and customers along the journey to drive mutual value, deepen trust, and create flywheel momentum. To bring it full circle, these success stories should also be brought to ABM design to drive more ICP top-of-funnel.
Let’s talk about what’s actually working
I’ll be diving deeper into all of this in my session at Cloud GTM XP: GTM Beyond the Playbook.
It’s not about theory—it’s about what leaders are doing right now to evolve their GTM strategy, use real-time signals to guide decisions, and find leverage in an increasingly complex ecosystem.
I hope you’ll join me.
Want to hear more? Register now for Cloud GTM XP and don’t miss this fireside chat with GTM leaders who are redefining the rules—and winning while doing it.
