GTM Change‑Management Overhaul for a Programmatic Ad‑Tech Leader
Client Snapshot
60‑person programmatic advertising data platform serving Fortune‑500 brands and leading media agencies
Engagement
Fractional CRO & change‑management lead tasked with restructuring the entire GTM engine.
GTM Challenge
Flat growth, misaligned KPIs/territories, and legacy comp plans prevented the organization from capturing its full regional and vertical opportunity.
Key Moves
- Forecast & Territory Strategy: Switched to a top‑down forecast anchored to regional and client‑level TAM; mapped territories to opportunity density.
- Account Management Realignment: Reorganized AM team around current‑client expansion, instituting individual and team KPIs.
- New‑Business Growth Plan: Built sales play centered on core vertical strengths and regional capabilities; launched Agency Development team and Strategic Partner Program.
- Enablement: Designed an onboarding + weekly training cadence to embed new processes and narratives.
- Process & Tooling: Aligned annual plans, QBRs, and monthly reporting; deployed Salesforce, Yesware, and Implisit for consistent pipeline hygiene.
- Comp & Career Path: Replaced commission structure with performance‑bonus plan; clarified roles, created new job tiers, and set objective promotion criteria.
- Talent Upgrade: Overhauled hiring process, recruited 12 high‑performance sellers across 7 cities in 5 months.
Impact Delivered
- Revenue returned to growth, ending the year 23 % up YoY after two stagnant cycles.
- Sales cycle visibility improved via standardized reporting, supporting more accurate board‑level projections.
- Faster ramp and clearer career paths boosted rep morale and reduced attrition..
CEO Takeaway
Holistic GTM restructuring, strategy, structure, comp, and talent, unlocks growth that isolated “sales fixes” never will.
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