GTM 50: Fixing the Age Previous Drawback, A Gross sales & Advertising Misalignment with Nicole Wojno Smith


Nicole is the VP of Advertising at Sort out, the place she oversees the technique and execution throughout model, demand gen, content material, product, buyer, and associate advertising. She’s captivated with constructing GTM applications aligning cross-functional groups whereas scaling income. Earlier than Sort out, she constructed and scaled the advertising workforce from the bottom up at two earlier SaaS firms.She enjoys advising early-stage SaaS firms as they construct their advertising workforce and technique.

P.S. We’re formally operating a GTMfund giveaway program! Share our media content material (GTM podcast or GTM publication) on LinkedIn and Twitter, tag us, and also you’ll be entered to win a pair of GTMfund Airpod Execs!

What you’ll study

  • The significance of taking possession as a enterprise and leaning in your workforce for assist
  • Constructing the strongest attainable cross practical workforce in an effort to collectively sort out the issue you’re fixing
  • Nicole’s 4-part framework: 1 shared income purpose, executing built-in campaigns throughout the org, and a multi contact attribution mannequin
  • The significance of Infusing an built-in theme throughout the group


(3:17) The which means of alignment between gross sales, advertising, & partnerships

(5:35) The framework Nicole constructed to create higher alignment between gross sales & advertising

(11:03) extract knowledge and diagnose a breakdown the place issues are occurring

(13:10) The affect on Nicole’s firm after rolling out her framework

(16:08) What led Nicole to make adjustments inside the gross sales and advertising org

(17:45) How Nicole motivated her workforce to regulate to those adjustments

(20:40) The significance of main with knowledge in each state of affairs

(23:47) Nicole’s operational shift error

(26:53) Nicole’s largest learnings and takeaways

(28:07) Listener query: The place to allocate advertising {dollars} in demand gen at this time

(30:15) Lowering advert efficiency in at this time’s market

(31:35) Sizzling take: 1 Marketer with 10 completely different roles isn’t the best way to succeed

(33:59) leverage AI for each attainable function at this time


Whats our built-in theme for our subsequent quarter, and the way are we gonna infuse this into all the things we’re doing.

Attempt to give attention to the general pipeline well being of the corporate moderately than simply our single particular person enterprise unit.

Placing the larger image collectively across the campaigns and the technique behind this, has been in a position to assist us actually present the outcomes of all of the efforts collectively.

Hyperlinks and Assets

Nicole’s Linkedin:

The GTM Podcast

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