I talk to dozens of GTM leaders each week. Broadly speaking, they fall into two groups:
🚫 Group A 🚫
These orgs don’t manage their tech stack sprawl: dozens of point solutions (forms, schedulers, CRM, nurture, etc.) but no centralized orchestration strategy or platform.
Instead, they rely on brittle integrations and hope nothing breaks.
The result:
→ Poor user experiences as leads bounce across platforms
→ Data loss at each stage due to broken integrations
→ Lead dropoff due to frustration with the whole process
→ Revenue leakage as reps aren’t notified of new leads in enough time to act
✅ Group B ✅
Other GTM leaders are tackling this issue head-on and minimizing the risks I mentioned above. This could mean replacing their point solutions or adopting an orchestration layer to provide a common framework within which they can operate.
This group, I’m convinced, will outpace their competition over the next 6-12 months.
If you want to be in Group B (and why wouldn’t you?), hit the link in the comments and we’ll help you get started.