GTM Alignment: Sangram Vajre on Trust, Systems, and Modern B2B Growth

**Sangram Vajre says most B2B companies don't have a marketing problem, a sales problem, or a product problem. They have a go-to-market problem.** In this episode of [Beyond B2B Marketing](https://www.toprankmarketing.com/beyond-b2b-podcast/ "Beyond B2B Marketing podcast"), host **Lee Odden** talks with **Sangram Vajre**, CEO of GTM Partners, Wall Street Journal bestselling author of MOVE, and the operator who helped pioneer account-based marketing at Pardot and Terminus. The conversation is a clear-eyed look at why go-to-market alignment, not more leads, decides which companies grow and which stall. Sangram makes the case that the CEO owns go-to-market as a transformational process, not a campaign, and explains why 68 to 78% of the go-to-market leaders his firm surveys name a lack of clarity, not competition or AI, as the thing stopping them from hitting their numbers. He also shares the data that reframes how B2B marketers should think about growth: - **Why systems beat goals:** "people do not rise to the level of their goals, they fall to the level of their systems." The Salesforce lesson on predictable revenue, where 80 to 85% of next year's number is already in the bank through retention and expansion. - **A G2-sourced study** showing a company that paused brand investment for a single quarter took four more quarters to recover its cost of acquisition, the evidence behind "brand drives demand." - **The NRR math most founders have never run**: at 120% net revenue retention, you can double revenue every 3.8 years without adding a single new customer. For B2B marketers being asked to prove brand's value, wrestling with lead-gen pressure, or trying to earn a strategic seat at the executive table, this episode connects trust, systems thinking, and revenue in a way that reframes the role of marketing itself. **Guest:** Sangram Vajre, CEO, GTM Partners, Author of MOVE and ABM Is B2B **Host:** Lee Odden, CEO, TopRank Marketing **Subscribe to Beyond B2B Marketing** for conversations with the practitioners defining how B2B companies become the best answer for their buyers.