Ep. 506 | Crafting a Winning GTM Strategy from the Ground Up

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

In this Onbase episode, Justine Davis, Head of Marketing at Postman, shares her journey from hospitality marketing to leading high-performing teams in tech, offering insights on building go-to-market (GTM) strategies. She emphasizes the importance of aligning sales, marketing, and product teams through data-driven decisions, internal collaboration, and empathy for organizational change. Justine discusses adapting to shifts in marketing attribution, such as the decline of third-party cookies and highlights tools like Salesforce, Looker, and SparkToro as essential for staying competitive. She also underscores the value of curiosity, leadership, and strategic planning in navigating future challenges, offering practical advice for scalable success in B2B marketing.

About the guest

Justine Davis is Head of Marketing at API platform Postman. She previously served as the Head of Marketing for Atlassian’s Agile and DevOps suite of products. With over 9 years of experience working with DevOps teams and tools, Justine is passionate about solving the needs of customers. Outside of work Justine is a mom, avid reader, and loves to close the move goal rings in sunny Scottsdale, AZ on her Apple Watch.

Connect with Justine Davis

Key takeaways

- Conduct a listening tour to understand team dynamics, customer needs, and current successes to shape a data-driven strategy.

- Align with sales, product, and data teams by addressing their priorities and showing how the strategy supports shared goals.

- Transition to server-side tracking for accurate attribution and compliance with evolving privacy regulations like GDPR.

- Hire experienced professionals for new functions to quickly establish processes and build team capability.

- Focus on professional domain sign-ups for PLG and pipeline velocity for enterprise strategies to track success.

- Foster curiosity and cross-functional collaboration to drive innovation and align teams with shared objectives.

Quotes

"Trust is built by aligning our goals with those of sales, product, and data teams, fostering a collaborative environment where strategies support shared objectives."

Recommended Resource

Podcast:

- All-In Podcast: A resource for staying updated on general tech trends.macroeconomic trends, industry developments, and insights into the future of AI.

- Lenny’s Podcast: A go-to for practical and actionable advice on product management, growth, and startups.

- Remarkable Marketing Podcast: Focused on effective marketing strategies and trends.

- Prof G Podcast: A great choice for insights into tech, marketing, and business strategies

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