This is the FUTURE of GTM

You wrote something the other day that I saw which is like, there's kind of two movements in marketing and correct me on the, what you actually called it, but it was like there's kind of one bucket that's like product marketing, content, thought leadership, brand building. Then the other one is more of like the traditional demand gen. What would be like the ideal way to split up marketing in that world?

I really don't think that we should call it brand and demand. I think it's very confusing for people. The terms are poorly defined and people have their own thoughts. There's a part that is strategy. There's a big part of marketing that is strategy, which is analyst relations, pr, comms, product positioning, competitive intelligence, customer research. The shit that if you get it right, can 5x the growth rate. You're not going to get that from advertising. You're not going to get that for certain things. It's like if we shift the positioning and launch this new feature and like are able to message differently in this competitive situation, like our win rates could double. Like there's massive value in that type of stuff that actually has benefits across the entire customer life cycle. It's not just about pipeline creation. It helps you win more deals and increase win rate. The speed and the velocity, the renewal rates, the expansion rates. And so we can't just measure that part on pipeline creation. The skill set and the timeline in which you think in that is a much longer term timeline. I think thought leadership belongs in there too. I think that using a podcast as a way to get insights can belong in there as well.