Designing GTM Like a System with Dave Boyce of Winning by Design

This week on GTM Live, Carolyn sits down with Dave Boyce, Executive Chair at Winning by Design and longtime SaaS builder, to explore why GTM systems are breaking, and what modern companies must do differently to build for predictable, customer-centered growth.

They dive into what Dave calls “the layers of sediment” that have built up over time, e.g. commissions, org design, reporting structures, and outdated dashboards, and why those legacy systems are misaligned with today’s buying behavior.

They also talk about the real challenges CROs are facing right now: Deals are harder to win, old tactics aren’t working, and most GTM teams are stuck optimizing for the wrong outcomes.

You’ll hear practical examples of what high-performing companies like Atlassian are doing differently, the importance of empathy in system design, and why the CEO—not just Sales or Marketing—needs to own this transformation.

Together, they unpack why most GTM strategies break down. And it’s not because of effort, but because they lack system design.

Key topics in this episode:

• The broken layers of GTM measurement, and why that era is over

• Why commissions often reinforce short-term, self-interested behavior

• Why visibility across the full funnel/bowtie is essential for accountability and improvement

• The "Andon Cord" concept from Toyota and what GTM can learn from it

• Why the CEO must own GTM system design (and why FP&A is the ideal quarterback)

• What Atlassian does differently to align around the customer

📣 Share this with an exec who still thinks GTM is a funnel.

This episode is powered by ⁠⁠Passetto⁠⁠. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠⁠passetto.com⁠.