GTM Made Simple

Sangram Vajre
  • 4.9 (162)
  • Management
  • Weekly

I'm Sangram Vajre. I've built two $200M+ companies, written three books on go-to-market, and designed a GTM operating system that over 3,000 companies operate on today. If I've learned anything, it's this: go-to-market is the business. Keep it simple, and it scales. This is Go-To-Market Made Simple. Every episode, you're getting a backstage pass to three things I work on daily: the closed-room conversations I have with CEOs and founders working through real GTM challenges, the systems and frameworks I've built and tested over the last two decades, and the weekly mastermind sessions with our certified partners where we see what's actually working across thousands of companies and industries. Go-to-market doesn't have to be hard. We're here to make it simple. GTM Partners created the Go-to-Market Operating System™ (GTM OS), a company-wide framework that helps CEOs and executive teams connect strategy to execution across Product, Marketing, Sales, Customer Success, Revenue Operations, and Leadership. Today, GTM Made Simple brings together executive conversations, GTM masterclasses, framework breakdowns, case studies, and practical field lessons from across the GTM Partners ecosystem. New episodes draw from the same ideas and operating principles Sangram is teaching across YouTube, GTM Partners research, and the GTM Operating System™. Expect practical frameworks, executive perspectives, real-world GTM case studies, and direct answers to the questions CEOs and GTM leaders are trying to solve. Explore the GTM Operating System: https://gtmpartners.com Find a GTM OS Certified Partner: https://gtmpartners.com/gtm-marketplace Subscribe, and if you know a CEO or founder who needs this, share it with them. Learn more at runongtmos.com/move

  1. 20h ago

    This $25 Billion Company's GTM Strategy Is To Build NOTHING

    Bending Spoons just IPO'd at $25.7 billion without building a single new product. They buy dead SaaS companies like Evernote and Meetup and simply make them profitable. I showed my CEO roundtable these numbers and it changed how they think about growth. Most SaaS companies are chasing AI innovation while their unit economics fall apart. Bending Spoons proved the market doesn't reward that anymore, it rewards operational discipline. I break down their four step playbook, share my own pricing mistakes from building Terminus, and give you four things to do right now if you're a CEO watching your growth stall. ⏱ TIMESTAMPS (00:00) Why Bending Spoons just IPO'd at $25.7 billion (00:26) They don't build anything, they buy broken SaaS products (00:54) The three moves that made those products profitable (01:16) Why the most innovative SaaS companies are tanking right now (01:38) The 100% go-to-market case hiding in this story (04:04) My own story building Terminus and exiting Pardot (04:28) The four-step Bending Spoons playbook (05:45) Step 2, cut costs aggressively (06:19) Step 3, raise prices in a shrinking market (07:28) Step 4, stop building and let the product run (09:04) Why the market rewards profitable growth over momentum growth (14:31) Four things I'd do right now if I were a CEO (15:39) My Terminus story on why founders are afraid to raise prices (17:35) Stop chasing the next AI feature (18:23) Take the GTM assessment at runongtmos.com/move 📌 Take the free GTM assessment to see if you're building profitable growth or just momentum: runongtmos.com/move 📌 Subscribe for daily GTM OS strategy and leadership frameworks: https://www.youtube.com/@SangramHere?sub_confirmation=1

  2. 1d ago

    What Business Are You Really In?

    Most people can't answer the one question that decides whether they'll ever break out: what business are you actually in? In this video I share two conversations that changed how two CEOs saw everything they'd built. One runs a lawn-care business doing a million a month and told me he was bored and wanted to start something new. I told him he wasn't in the lawn business, he was in the trust business, and he could double or triple revenue without a single new customer. The other is a top photographer in Atlanta who thought he was in photography. He's actually in the marketing business, sitting on a brand he could turn into something a hundred times bigger. The lesson underneath both: your product is a means to an end, not the business itself. The real money is in moving from product market fit to platform market fit, and you often get there by expanding what you already have. ⏱ TIMESTAMPS (00:00) The question: what business are you really in? (00:19) The lawn-care CEO doing $1M a month, and bored (01:11) "You're not in the lawn business. You're in the trust business." (01:49) Double your business without a single new customer (02:10) Product market fit vs platform market fit (02:33) Why private equity buys businesses like this (03:03) Passion projects don't make money. What makes money does. (03:19) The Atlanta photographer who's actually in marketing (04:50) Turning a service into a brand and a platform (05:03) Tiered partners and replicating the model city by city (05:44) Why not knowing your business keeps you stuck (06:00) What we learned at Terminus: product is a means to an end (06:27) Get from product to platform, that's where the money is 📌 Subscribe for daily GTM OS strategy and leadership frameworks: https://www.youtube.com/@SangramHere?sub_confirmation=1 📌 Take the GTM assessment at runongtmos.com/move to find your stage.

  3. 2d ago

    These Are The 6 GTM Motions (Don't Try To Be Great At All Of Them)

    A private equity executive once stumped me with a simple question: how fast can you grow? I didn't have an answer, and that question changed how I think about growth. Most companies are dying because they do a little inbound, a little outbound, a little of everything, and end up great at nothing. This is question four of the go-to-market operating system: which channel actually grows you fastest? In this video I break down the six go-to-market motions (inbound, outbound, event-led, community-led, product-led, and partner-led), with a real example of each, from HubSpot's inbound engine to the 20-city roadshow that took us to $10 million. The big idea is simple and hard to follow: the best companies in the world pick one or two motions, go all in, and only experiment with others once they've won. ⏱ TIMESTAMPS (00:00) The question that stumped me: how fast can you grow? (01:04) What go-to-market motions actually are (01:15) The six motions, and why you can't be great at all of them (02:01) Inbound: how HubSpot built its engine (02:41) Outbound: the floors of salespeople at Salesforce (03:14) Event-led: 20 roadshows to $10M (04:11) Community-led: without a community you're a commodity (05:24) Product-led: self-serve and the AI website builders (06:22) Partner-led: why 60% of HubSpot's revenue comes from partners (07:26) The big idea: pick one or two and go all in (07:57) Why a little of everything is killing your business (08:20) Find your fastest motion 📌 Subscribe for daily GTM OS strategy and leadership frameworks: https://www.youtube.com/@SangramHere?sub_confirmation=1

  4. 3d ago

    The TAM Illusion Destroying Your GTM Strategy

    Fix your B2B Go to Market Strategy by shifting from TAM to TRM with the 8-Pillar GTM OS to break out of the growth trap and scale revenue. Many CEOs fall into the ultimate growth trap: having a massive Total Addressable Market (TAM) on paper, but struggling to execute against it. When your target market is too broad, focus breaks down, team alignment dissolves, and revenue stalls out. In this episode, Sangram Vajre introduces a real-world case study featuring Serge Gander, CEO of bNovate (a 50-person water tech company in Switzerland), and Melanie Tschugmall, a GTM OS Certified Partner from CRO2GO. Together, they share how BeNovate stopped guessing around a massive TAM and narrowed their strategy down to their Total Relevant Market (TRM). According to research from High Alpha, 64% of CEOs say Go-To-Market is their biggest challenge. GTM isn't just a sales or marketing department task—it is a core CEO responsibility that requires cross-functional execution. Learn how BeNovate shifted their company culture from a "tech push" mindset to a "market pull" approach, aligned their revenue leadership in under 5 weeks, and unlocked predictable customer acquisition using the 8-Pillar GTM Operating System. Whether you are an executive leader trying to navigate the $10M–$50M "Valley of Death" or a RevOps leader optimizing your Ideal Customer Profile (ICP), this conversation provides a actionable framework to drive focus, alignment, and scale. Chapters 00:00 - The B2B Growth Trap: TAM vs. TRM 02:07 - Serge Gander on Digitizing Water at BeNovate 04:38 - Why B2B Growth Stalls Without Market Focus 07:41 - Why Go to Market is a CEO-Led System 11:13 - Moving From Tech Push to Market Pull 16:21 - Driving Fast Strategic Execution with Fractional GTM Leaders 22:21 - Building Internal Alignment and Customer Confidence 24:50 - How Shifting to Total Relevant Market (TRM) Unlocks Scale Take the Free GTM Assessment: https://runongtmos.com/move 📌 Subscribe for daily GTM OS strategy and leadership frameworks Head to runongtmos.com for more #gotomarket  #gtmos #b2bstrategy  #revenuegrowth  #b2bsaas

  5. 4d ago

    Who Is Sangram Vajre? (And Why This Go-To-Market Strategy Podcast Exists)

    You might know me as the guy who built two companies past $10 million, wrote a Wall Street Journal bestseller called MOVE, and then blew up the business model it was built on. This channel is where I share the system underneath all of it. ⏱ TIMESTAMPS (00:00) The guy who blew up his own business model (00:16) Growing up in Nagpur, looking for the system in the chaos (00:46) Becoming CMO of Pardot and the Salesforce acquisition (01:05) Why the whole go-to-market world was built broken (01:11) Starting Terminus and building the ABM category (01:22) The 15 go-to-market problems killing companies everywhere (01:51) Why I stopped building products and built a system (02:03) GTM OS: run your business without me in the room (02:29) Teaching it to 175,000 go-to-market leaders (02:41) Life in Atlanta, family, and strong opinions (02:52) Why the next 10 years of B2B will be won on GTM (03:09) Subscribe and let's get moving 📌 Subscribe for daily GTM OS strategy and leadership frameworks: https://www.youtube.com/@SangramHere?sub_confirmation=1

  6. Oct 23

    You're Great at Marketing the Business. Terrible at the Business of Marketing.

    Most companies think creating the ICP is marketing's job. It isn't, and that misunderstanding is why 70% of go-to-market leaders say they can't hit their numbers. When marketing owns the ICP, sales owns deals, and product owns features independently, everyone's out of sync. Business transformation happens in teams, not in departments, and the CEO is the one who has to own go-to-market. In this session I take live questions from the audience and work through the real problem underneath the ICP debate: most leaders are good at marketing the business but terrible at the business of marketing. I share the story of a CMO who crushed his pipeline goal and still got fired because he chased an unprofitable segment, why the first question of GTM OS ("where can we grow the most?") is a business question and not a marketing one, and why if your calendar has a "pipeline meeting" or an "ICP meeting," you've already lost. ⏱ TIMESTAMPS(00:00) Why creating your ICP is not a marketing job(00:36) Transformation happens in teams, not departments(01:24) The CEO owns go-to-market: the core idea from MOVE(02:44) When one big deal pulls a whole company off course(04:53) What to do when your CEO thinks marketing owns ICP(08:00) Marketing the business vs the business of marketing(09:36) Do these principles change by company size? No.(11:34) He crushed his revenue goal and still got fired(15:03) Why an unprofitable ICP costs you your job(16:04) Stop holding pipeline meetings. Hold business meetings.(16:57) ICP, pipeline, and retention are all team problems 📌 Subscribe for daily GTM OS strategy and leadership frameworks: https://www.youtube.com/@SangramHere?sub_confirmation=1

  7. Oct 22

    10 Lessons From Building Two $10M Companies

    I've taken two companies from zero to $10 million: Terminus, which raised over $100 million and exited to private equity for nine figures, and GTM Partners, a bootstrapped services business I'm running now. Same founder, completely different playbooks. In this video I share ten lessons from doing it twice, and the honest version of what building a business actually costs. Some of it is counterintuitive: raising $100 million didn't put money in my pocket, but the bootstrapped company did. Most founders should never try to build a category. The better model in 2026 might be "service as a software," not software as a service. And the last three lessons are the ones nobody talks about: business nearly cost me my marriage, why faith and identity outside the company matter, and why growth never happens alone. ⏱ TIMESTAMPS(00:00) Two ways to build a $10M company(00:43) Lesson 1: business is hard, no matter what(02:29) Lesson 2: raise money or bootstrap?(05:11) Lesson 3: building in an up market vs a down market(07:59) Lesson 4: software as a service vs service as a software(08:33) Lesson 5: why 99% of founders should not build a category(13:36) Lesson 6: thought leadership and owning the microphone(14:57) Lesson 7: community, or you're just a commodity(15:07) Your go-to-market motion: why events drove everything(16:39) Lesson 8: a lean tech stack (and no CRM)(17:35) Lesson 9: specialists over generalists(19:00) Lesson 10: what outcome do you actually want?(20:36) The hard truth: business nearly cost me my marriage(22:04) Faith, identity, and not tying yourself to the company(22:57) The co-founder relationship, and growing with someone 📌 Subscribe for daily GTM OS strategy and leadership frameworks: https://www.youtube.com/@SangramHere?sub_confirmation=1

  8. Oct 21

    I Built the ABM Category. It's Broken, So I'm Back.

    I haven't made a video about ABM in five years. New research shows 78% of ABM programs are still failing after a decade of tools, conferences, and billions in software spend. So I'm back. I co-founded Terminus, helped build the entire ABM category, wrote the book, started the FlipMyFunnel movement, and then walked away because I thought the category had grown up. I was wrong.  In this video I break down the real state of ABM in 2026 (widespread adoption, widespread failure), the five mega shifts that separate the 22% who are crushing it from everyone else, and six concrete steps to fix your program. The short version: your best targets are the customers you already have, static lists are dead, small focused tiers beat big ones, you should measure account penetration instead of leads, and no pile of tools replaces an actual operating system. AI doesn't fix bad ABM, it multiplies it. ⏱ TIMESTAMPS(00:00) Why I haven't talked about ABM in five years(01:16) Moving on to GTM Partners and the MOVE book(02:16) The research that changed my mind: 78% still failing(02:43) Why I'm coming back to ABM in 2026(03:43) The state of ABM: 80% adoption, 25% success(05:07) Widespread adoption, widespread failure(06:39) Shift 1: from new logos to existing accounts(08:50) Shift 2: from static lists to real-time signals(11:57) Shift 3: from big lists to small focused tiers(14:15) Shift 4: from MQLs to account penetration(16:03) Shift 5: from tool stacks to operating systems(18:47) What AI actually does for ABM (multiplies, doesn't fix)(19:53) The 6 steps that make ABM work(22:22) A personal note: why I take this one seriously 📌 Subscribe for daily GTM OS strategy and leadership frameworksHead to runongtmos.com for more

See All (1K)

Trailer

4.9
out of 5
162 Ratings

About

I'm Sangram Vajre. I've built two $200M+ companies, written three books on go-to-market, and designed a GTM operating system that over 3,000 companies operate on today. If I've learned anything, it's this: go-to-market is the business. Keep it simple, and it scales. This is Go-To-Market Made Simple. Every episode, you're getting a backstage pass to three things I work on daily: the closed-room conversations I have with CEOs and founders working through real GTM challenges, the systems and frameworks I've built and tested over the last two decades, and the weekly mastermind sessions with our certified partners where we see what's actually working across thousands of companies and industries. Go-to-market doesn't have to be hard. We're here to make it simple. GTM Partners created the Go-to-Market Operating System™ (GTM OS), a company-wide framework that helps CEOs and executive teams connect strategy to execution across Product, Marketing, Sales, Customer Success, Revenue Operations, and Leadership. Today, GTM Made Simple brings together executive conversations, GTM masterclasses, framework breakdowns, case studies, and practical field lessons from across the GTM Partners ecosystem. New episodes draw from the same ideas and operating principles Sangram is teaching across YouTube, GTM Partners research, and the GTM Operating System™. Expect practical frameworks, executive perspectives, real-world GTM case studies, and direct answers to the questions CEOs and GTM leaders are trying to solve. Explore the GTM Operating System: https://gtmpartners.com Find a GTM OS Certified Partner: https://gtmpartners.com/gtm-marketplace Subscribe, and if you know a CEO or founder who needs this, share it with them. Learn more at runongtmos.com/move

Information

  • Creator
    Sangram Vajre
  • Years Active
    2016 - 2026
  • Episodes
    1K
  • Rating
    Clean
  • Copyright
    © 2023 GTM Partners
  • Show Website
    GTM Made Simple

You Might Also Like