How To Make a Go To Market Methodology Stick

This research distills insights from Winning by Design’s Customer Advisory Board and leading GTM practitioners on what it actually takes to make a GTM methodology stick. It shows why sales-only methodologies break down at scale and why sustainable growth requires a GTM Methodology embedded within a Revenue Operating Model. The paper outlines a three-phase system—Design, Activate, Operate—covering leadership alignment, impact metrics, phased rollout through Impact Sprints, and operationalized enablement. The result is a process-driven GTM organization where execution is inspectable, coachable, and scalable across Marketing, Sales, and Customer Success.

Best For

• CROs & Revenue Leaders rolling out or rebooting a GTM methodology

• Enablement leaders responsible for adoption, not just training

• RevOps & Strategy teams building a Revenue Operating Model

• Frontline sales & CS managers accountable for consistent execution

• CEOs & Founders leading GTM transformation at scale

Key Takeaways

• The best methodology is the one that gets adopted

• Sales methodologies alone fail to align Marketing and Customer Success

• A Revenue Operating Model defines processes, metrics, and system behavior

• Training without activation and reinforcement does not stick

• Leadership alignment across C-level, VPs, and frontline managers is non-negotiable

• Adoption accelerates through Speed Teams and “pull” marketing

• Impact Sprints enable phased, measurable rollout without overload

• Methodologies must be operationalized in systems (CRM, CI, enablement tools)

• Coaching—not certification—drives durable behavior change