Best of LinkedIn: Go-to-Market CW 36/ 37

Go-to-market is being re-architected as an engineered system rather than a headcount problem, with RevOps and GTM engineers replacing the old model of hiring more reps and stacking more tools. Positioning and value selling are being treated as disciplined, checklist-driven work rather than instinct, and market entry decisions are increasingly framed around readiness and localisation rather than raw market size. Underneath all of it sits a leadership question: whether commercial teams can answer who buys, why, and what the economics of acquiring them actually look like.

Date

September 17, 2026

Go-to-Market

Thomas Allgeyer

Methodology: Every two weeks we collect most relevant posts on LinkedIn for selected topics and create an overall summary only based on these posts. If you´re interested in the single posts behind, you can find them here: https://linktr.ee/thomasallgeyer. Have a great read!

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If you prefer listening, check out our podcast summarizing the most relevant insights from Go-to-Market CW 36/ 37:

GTM Engineering and Tooling

Nine-step RevOps playbook chains ICP analysis, TAM mapping, enrichment and outbound tooling into one pipeline
Clean the motion and data before automating, one tool per layer
Twelve tool swaps trade bloated startup stacks for cheaper, wired-together systems
Early-stage outbound fails when CRM foundations and message-market fit come last
AI go-to-market stalls without an owner for signal logic, RevOps is the natural fit
Legacy ops tunes Salesforce, AI-native teams build agentic customer-facing workflows
Only 17 percent of organizations use current-state signals despite the strongest link to effectiveness

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Positioning and Value Selling

Positioning checklist runs through alternatives, attributes, triggers, category, evidence tree and rollout order
Value selling framework maps, quantifies, defends and operationalizes customer value
Value management fails without a named owner, industry framing and a disqualification step
Positioning acts as a multiplier across every go-to-market channel
MedTech commercialization rests on precision ICP, evidence-anchored economics and peer-powered adoption
Repeated messaging rewrites signal the customer's problem and value source were never settled

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Market Entry and Expansion

APAC growth needs localised motions, clear use cases and enabled partners
Largest market rarely means best first market, readiness decides
EMEA expansion needs one global strategy with locally adapted execution
EMEA hub choice comes down to buyer location, cost and travel reach
European cybersecurity firms find US expansion harder, crowded category, non-transferable references
Customer definition precedes channel choice, China remittance corridors prove assumptions don't transfer
Physical AI is emerging as its own go-to-market category, with distinct talent and trends

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Organizational and Leadership Signals

Product-market-fit score below 75 signals a sales hire is premature
Scaling go-to-market needs a proven customer, offer and sales system, in that order
Go-to-market plans fail when leadership can't answer who buys and why
Stalled revenue usually signals leadership misalignment, not a campaign failure
Equating go-to-market with sales underfunds post-sales, where expansion drives most new ARR
Median company spends $200K to acquire $100K of ARR
Survey of 200 UK revenue leaders feeds an upcoming Go-to-Market Benchmark 2026 report

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Vendor and Sponsored Moves

Stack pitch positions revenue agent Rox alongside a CRM and Claude as a tool-sprawl replacement
AI employee Viktor is pitched to run campaign reviews while humans keep judgment
Recruitment and GTM advisory partnership checks whether systems can support senior hires

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Thanks to Omar Hammami, Yuliia Harbych, Guerlain Nerestan, Alex Choi, Marcos Stu, Ryan Meadows, Scott Clark, Hila Lauterbach, Patricia Bleiker, Ognen Borozanov, Clayton Pritchard, Craig T. Ingram, Andrew Mallaband, Shaun Kwan, Nicholas Uchyn, Jose Fernandes, Jean-Charles SPANELIS, Matt Anthony, Leona Lu, Jade Vincent, Wayne Morris, Milan Vlajkov, Kevin K., Denine Harper, Beth Yehaskel, Tito Bohrt, Mark Rothwell, Aghya Goel, Tim Hillison and Jack Berry, and everyone else who contributed insights to this edition. Find the full list of posts and voices on LinkedIn: https://www.linkedin.com/pulse/best-linkedin-cw-36-37-go-to-market-thomas-allgeyer-vdhde/?trackingId=%2BqdjKXI3AcO0dmxy1DTNtQ%3D%3D