The secret to scaling dual GTM? Give every marketer ownership and get out of their way.

So at Customer IO, we've kind of tried to design our org to support both broad user journey that companies kind of go through as they engage with us, as well as the scale that we have across these dual go to market motions. And so the structure is really centered around three what I call targeted focus teams and then two centers of excellence. And so the targeted focus teams, they have this really kind of deep sophistication around certain aspects of our marketing strategy. And so at Customer IO we have a PMM team that's responsible for storytelling across the entire customer journey. And then they work with our demand gen team and our marketing growth teams, the other two kind of targeted focus teams, to then figure out what is that specific narrative that we want to tell to really help them achieve their goals. And then within the demand gen team, we've actually become much more opinionated around the specific funnel that they're focused on. So within DemandGen, then you're either aligned to our sales led funnel or you're aligned to our self serve funnel. So that way you don't have these competing interests where I have to figure out how do I balance these kind of broader needs where they know what their core metrics are and what they need to drive even further. Within self serve, we have someone who's over trials versus someone who's over our startup program.