In this session, Yvette will address the often invisible cracks in your go-to-market (GTM) foundation that begin to show as symptoms everywhere else: sales cycles stretching, win rates flattening, and marketing efforts not translating to pipeline. The ground beneath every business is shifting — markets, budgets, and buyers. In times like these, a strong GTM foundation becomes your force multiplier - the structure that gives every investment in sales, marketing, enablement, and product the stability to deliver on its full potential.

A few discrete topics that Yvette will cover include:

• Why Foundations Matter: How market volatility amplifies weak GTM foundations, and why clarity is your differentiator in uncertain times.
• ICP Clarity: Define your winnable market using real buying triggers, not just firmographics.
• Buyer Personas: Understand what truly drives decisions and objections, not just roles or titles.
• Point of View & Positioning: Differentiate through a clear perspective on the problem and your unique approach.
• Feedback Loops: Continuously refine your GTM using customer, sales, and market insights.

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Join this session to gain a strong understanding of the most essential GTM foundations that every CEO and growth leader must reinforce, along with practical frameworks you can apply instantly. You’ll walk away equipped to stop chasing the symptoms and operate from a solid foundation that enables you to weather volatility and drive faster, smarter growth at scale.