In our latest episode of Grow with the Flow, Georgi sits down with Ferdinand and Joliene to discuss the critical inflection point for the B2B tech landscape. They tackle a provocative question: Has the concept of "go-to-market" been hijacked by sales teams, and is it time for marketing to reclaim its rightful place?

Here are the three biggest takeaways from this thought-provoking conversation:

Takeaway #1: GTM should be marketing-led, not sales-led

Ferdinand makes a compelling case that go-to-market has been misappropriated by sales teams. When you break down what makes a good GTM strategy: understanding markets, audiences, positioning, differentiation, and reaching the right people with the right message….these are fundamentally marketing disciplines.

"Go-to-market is much more of a marketing discipline than it is a sales discipline," Ferdinand argues. "This whole idea that GTM is a sales discipline is ludicrous."

While sales is undoubtedly part of the GTM equation, the strategic foundation belongs to marketing. Yet we've seen a proliferation of sales-focused titles like "GTM Engineers" and "Revenue Leaders" claiming ownership of this territory.

Takeaway #2: AI is reshaping commercial functions

As AI automation takes over more routine tasks across commercial operations, we're seeing a shift in who handles what. Interestingly, it's often marketing teams stepping in to manage these new automation tools.

"Who has those skills? Marketing automation people have those skills," Ferdinand points out. "CRM marketers have those skills."

The irony is that while sales teams focus on automating processes, the true value of sales lies in the human element—building relationships and closing deals through personal connection. This human touch is precisely what AI won't easily replace.

Takeaway #3: Most marketers aren't ready for their new role

While marketing should become more important than ever in this new landscape, there's a sobering reality: many marketers aren't prepared for this shift.

"I would reckon that 70 to 80% of them are not ready for the change," Joliene observes. Many don't understand their market well enough, lack stakeholder management skills, or haven't built the necessary trust within their organizations.

The successful marketers of tomorrow will need to bridge the gap between strategic thinking and technical knowledge, between creativity and business acumen. They'll need to stop focusing on the "fluff" and start owning their role in driving revenue.

The bigger picture

The entire B2B landscape is at an inflection point. With increasing competition, more noise than ever, and AI disrupting established playbooks, companies need to rethink how their commercial functions operate.

"The whole world is at an inflection point, and we are no exception," Ferdinand emphasizes. "We're seeing more noise, more competition. We're seeing the rise of automation and AI."

But the conversation shouldn't just be about the technology; it should be about how these changes will transform how we do business. The focus needs to shift from the tools themselves to the strategic implications of these tools.

For marketing leaders, this represents both a challenge and an opportunity. Those who can adapt, who can reclaim their strategic role in go-to-market, and who can effectively leverage new technologies while maintaining the human elements of their craft will thrive in this new era.

Want to hear more insights on navigating your company through this inflection point?

Join us at TGS Con this September 18th!

See you there,The Growth Syndicate Team

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

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