TL;DR

• What is GTM Enablement? GTM enablement is a framework that aligns sales, marketing, product, and customer success teams to deliver seamless customer experiences, improve adoption, and accelerate revenue.
• Roles of a Go To Market Strategist: GTM strategists define plans, align cross-functional teams, select the right channels, monitor KPIs, and close feedback loops to turn strategy into measurable growth.
• Best Go To Market Strategies of Infrasity combines ICP & segmentation, clear value proposition, positioning, demand generation, sales operations, partnerships, and multi-channel distribution to drive predictable enterprise growth.
• 6 KRAs Assist GTM Enablement: Key result areas such as content & SEO, outbound & intent, partnerships, product experience & user activation, customer feedback, and multi-channel distribution operationalize your GTM strategy for maximum impact.

By 2025, businesses with advanced GTM enablement programs will start to surpass their competition.

Recent research shows that in 2025, top-quartile ARR growth among $25M-$100M SaaS startups increased to 93%, up from 78% in 2023, without formal enablement processes. But this type of acceleration does not just happen; it results from a combination of factors, including putting the right team in place, creating a coherent enterprise GTM strategy, and using the correct mix of channels to deliver value repeatably.

With responsibilities ranging from product to sales and marketing operations to customer success. These experts are conducting GTM motions that minimize friction, drive adoption, and move the metrics.

In this blog, we'll discuss some of the go to market strategy and the 6 important roles of a GTM strategist that drive growth with real-world examples.

What is GTM Enablement?

GTM enablement is the structured framework of strategies, tools, processes, and training that empowers teams to bring products or services to market effectively. At its core, GTM enablement ensures that sales, marketing, and customer success teams operate in harmony, delivering consistent messaging, streamlined processes, and a seamless customer journey from first awareness to conversion.

Usually, executing an enterprise GTM strategy requires tight cross-functional collaboration. GTM enablement provides the support, resources, and guidance teams need to work together toward shared objectives, whether that’s a successful product launch, expanding into new markets, or accelerating revenue growth.

But how does it work for startups?

AI and DevTools startups like Clay, an AI productivity platform, or GitLab. Clay integrates AI GTM tools into its workflow to automate lead qualification, personalize outreach, and generate actionable insights. This not only improves team efficiency but also accelerates pipeline creation and adoption.

GitLab uses GTM enablement to align product, marketing, and customer success teams globally. Through unified content strategies, onboarding playbooks, and developer-focused campaigns, GitLab ensures developers can adopt, self-serve, and expand usage efficiently.

In today’s fast-paced landscape, GTM enablement helps early-stage startups drive faster revenue growth, enhance the customer experience, and improve organizational agility and competitiveness.

What are the Roles of a Go To Market Strategist?

A Go To Market Strategist is the person who connects strategy, execution, and results. Their main responsibilities include:

• Defining the GTM plan: Setting target customers, value propositions, positioning, pricing, and packaging.
• Choosing the right channels: Deciding the mix of SEO, content, outbound, partnerships, and expansion tactics.
• Aligning teams: Coordinating product, engineering, sales, marketing, and customer success around launches, content, and enablement.
• Tracking KPIs: Monitoring leads, conversions, sales cycles, upsells, and churn.
• Closing the feedback loop: Using user feedback, inbound signals, and product data to continuously refine strategy.

Now that you are aware of the roles and responsibilities, let’s take a look at the overview of key positions, their responsibilities, and associated hiring costs:

• Growth Marketer - Average cost of hiring $160K/yr - $180K/yr
• Product Marketing Manager - Average cost of hiring $140K/yr - $160K/yr
• Head of Growth - Average cost of hiring $75K/yr - $85K/yr

Best Go To Market Strategies

Currently, enterprise GTM strategy combines customer insights, product positioning, channel selection, and execution to drive predictable growth. Here’s a breakdown of the core components of GTM enablement strategies:

1. Ideal Customer Profile (ICP) & Segmentation

Define who your best customers are and segment them for targeted messaging. You need to consider:

• Demographics: The size of the organization, industry, and geography
• Intent signals: User buying stage, assisting them with the level of campaign target, wiz TOFU, MOFU, BOFU.

Example: Middleware, a full-stack observability platform, we built developer-focused content targeted at their ICPs infrastructure engineers, platform engineers, DevOps engineers, SREs, or CTOs in enterprises already using OpenTelemetry and cloud-native observability tools. This precise ICP alignment drove higher engagement and qualified leads.

2. Value Proposition & Positioning

Clearly articulate the problem your product solves and how it stands out from competitors:

• Use Jobs-to-Be-Done frameworks to define user needs.
• Map competitive differentiation (price vs. performance, unique features).

Example: Terrateam, an open-source GitOps platform that automates infrastructure workflows for tools, leveraged SEO-rich technical blogs and partner-driven guides to capture high-intent traffic from queries like “terraform s3 bucket,” “terraform s3,” and “AWS lambda terraform”. These content pillars positioned Terrateam within the Terraform ecosystem, generating consistent organic traffic and developer engagement.

This data-driven, ecosystem-first GTM motion allowed Terrateam to rank for over 500 Terraform-related search positions, demonstrating how an integrated content and partner strategy can accelerate inbound growth without heavy outbound spend. Take a look at the image below to see a few ranking keywords.

3. Demand Generation & Content Engine

Fuel growth with targeted campaigns and content:

• Consider a 60/40 startups vs. demand budget split.
• Use of multichannel distribution: SEO, paid social media such as LinkedIn, X, ABM, or events like Kubecon.

Example: Kubiya, an AI agent platform for DevOps automation, showcased its platform at KubeCon to connect with the developer community and drive top-of-funnel awareness. To extend the impact beyond the event, Kubiya implemented complementary digital initiatives, including SEO-focused content, LinkedIn campaigns, targeted landing pages, and thought-leadership assets.

When the concept of deterministic AI was introduced, Kubiya published blogs, shared LinkedIN posts around “Deterministic AI” and this played a key role in their positioning as a category-defining leader. This cohesive demand-generation approach, combining event visibility with digital amplification, transformed organic interest into sustained inbound traffic and a steady flow of qualified leads.

The image below shows how Kubiya is in the first position for the keyword “ Deterministic AI” which gets high organic traffic.

4. Data-Driven Sales

Your sales teams rely on data at every stage of the buyer journey to prioritize leads, optimize outreach, and close deals faster.

By creating a unified data layer that connects CRM platforms like HubSpot or Salesforce, prospecting tools like Apollo or SalesLoft, and content engagement trackers such as FactorsAI or RB2B, teams gain a complete view of every touchpoint from email opens to product demos.

This integration allows sales leaders to monitor key metrics such as Average time spent on content landing page, rates, average selling price, and deal cycle, identify patterns in closed deals, and spot bottlenecks early.

Engagement metrics often provide a forecast of ICPs who might be in search of the problem, the company, and the team providing the solution.

5. Customer Feedback

Customer feedbacks use loops to fill in the gap(s) between what users need and what the product delivers.

To strengthen credibility and trust, SaaS startups can collect and display customer reviews on platforms such as G2 and Clutch. These review platforms validate customer satisfaction and provide valuable insights into product usability, feature gaps, and real-world impact

When integrated correctly, customer feedback becomes the foundation for refining your enterprise GTM strategy. It allows teams to identify friction points in onboarding, adoption, and retention. This turns insights into actionable improvements that enhance product-market fit and drive sustainable growth.

By combining these core GTM strategies, B2B SaaS startups can build a repeatable, high-performance GTM engine. The next step is understanding the key result areas (KRAs) that enable GTM strategists to operationalize these strategies and turn insights into measurable growth.

6. KRAs Assist GTM Enablement

I have listed out the 6 roles of GTM strategists that can boost your B2B SaaS startup’s growth this year. Here’s the list:

1. Content & SEO / Inbound

Inbound remains one of the most cost-effective and scalable growth motions in modern B2B SaaS GTM enablement. High-quality content that educates and builds trust converts awareness into a qualified pipeline.

A go-to-market strategist should focus on creating SEO-rich technical content, use-case libraries, product documentation, and how-to guides aligned with the ICP and buyer journey (TOFU → MOFU → BOFU).

Goal: Increase organic traffic, accelerate activation, and position your B2B SaaS startup.

2. Outbound & Intent/ Account-based

While inbound drives awareness, outbound creates precision. Using buyer intent signals, like funding rounds, hiring patterns, or tech stack data, helps GTM teams craft personalized outreach campaigns.

Integrate outbound motions with inbound insights: prospects engaging with blogs or landing pages can be nurtured via LinkedIn, email, or ABM sequences.

Goal: Reduce CAC and improve conversion rates through data-driven outreach aligned with your go-to-market strategy.

3. Partnerships & Collaborations

Partnerships remain one of the most effective growth levers in enterprise GTM. Collaborating with white-label partners in the same field allows teams to expand their service offerings, share expertise, and reach new customers without duplicating development efforts.

Partnerships often begin through networking at industry events, meetups, or mutual client referrals. Once alignment is established, both parties collaborate on co-marketing initiatives, shared lead pipelines, or bundled product offerings. This creates mutual value and market credibility.

Goal: Expand distribution, strengthen ecosystem visibility, and accelerate qualified pipeline creation through trusted, collaborative partnerships.

4. Product-led or User Activation

Product-led GTM motions allow users to experience value firsthand. Free trials, open APIs, SDKs, CLI tools, and guided onboarding make adoption frictionless.

This ensures that your GTM strategy is grounded in user experience and measurable product engagement.

Goal: Shorten time-to-value, increase activation, and drive expansion opportunities organically.

5. Customer Insights

GTM teams that actively capture and analyze customer input refine their messaging, fix adoption gaps, and uncover upsell or cross-sell opportunities.

Structured feedback programs through in-product analytics and customer interviews turn user input into actionable information. This approach closes the loop between product, marketing, and sales, and ensures that GTM motion reflects authentic user value.

Goal: Create a customer-led GTM enablement cycle that ensures every new release and campaign reflects real user value.

6. Integrated Channel Distribution

Currently, GTM enablement thrives on channel integration, content that fuels outbound, outbound that drives product trials, and customer success stories that enhance marketing narratives.

By continuously measuring performance across SEO, paid, events, and partnerships, GTM strategists can dynamically reallocate efforts toward what delivers the highest ROI.

Goal: Maintain agility and ensure your go-to-market framework evolves with changing market signals and buyer behaviors.

Conclusion

GTM enablement is a strategic imperative and has become a must-have in startups, especially early-stage B2B SaaS startups. Teams that invest in defining roles such as product-market, sales enablement, marketing operations, customer success, data & insights, and partner strategy see measurable gains: faster launches, higher activation rates, lower support costs, better SEO traffic, more qualified leads, and stronger competitor positioning.

Infrasity’s track record with startups like Kubiya, Spacelift, Terrateam, Env0, Aviator, and more offers concrete proof: content and GTM services delivered by engineers for engineers (and other technical stakeholders) can move metrics. Whether you're pre-Series B or scaling already, embedding these strategist roles (or knowing where to plug them) is what separates incremental growth from breakout GTM enablement.

Frequently Asked Questions

1. What metrics indicate a successful GTM enablement program?

   GTM enablement shows up in measurable, cross-functional improvements. Look for shorter sales cycles, higher activation rates, reduced churn, and increased win rates. Marketing metrics like organic traffic growth, demo conversions, and SQL-to-win ratios are also reliable indicators that your GTM teams are aligned and performing efficiently.

2. How do GTM strategists decide which channels to prioritize?

   Prioritization depends on where your ICP actually engages and how they buy. A skilled GTM strategist uses both data and intuition, combining ICP research, intent signals, and feedback loops to allocate resources. For developer-focused SaaS, that might mean content and community-led motions; for enterprise tools, it could lean on partnerships, ABM, and events.

3. What are the common mistakes startups make when implementing GTM enablement?

   One of the most common pitfalls includes treating GTM enablement as a one-time project instead of a continuous process, failing to align teams on shared goals, and ignoring customer feedback loops. Another common mistake is over-investing in tools before defining a strategy.

4. How does GTM enablement scale as a b2b SaaS startup grows?

   As b2b SaaS startups evolve into growth or enterprise stages, GTM enablement becomes more structured and data-driven. What starts as ad-hoc coordination between marketing and sales transforms into dedicated functions, product marketing, revenue operations, partner enablement, and customer success.
   Each team operates from shared insights and unified KPIs to maintain GTM agility at scale.