Sales, Marketing, ai-enablement
Deliver better buyer experiences through GTM alignment
By John Rivers — On 3 December 2025
As a marketing leader, you strive to create a buyer journey that's cohesive, personalised, and compelling at every touchpoint. But all too often, actual execution fails because your teams aren't properly aligned.
According to a Harvard Business Review study, 90% of revenue leaders believe GTM alignment is critical, only 37% say they collaborate effectively. That breakdown directly impacts buyer experience, leading to inconsistent messaging, clunky handoffs, and missed opportunities for pipeline and revenue.
So what's the real cost of this disconnect, and how can marketing close the gap?
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By leveraging AI-powered enablement, Michelin has achieved a 75% increase in content utilisation by sellers. See Michelin's success storey.
Driving consistency through GTM alignment
GTM alignment isn't just about reducing internal friction — it's about creating seamless, consistent buyer experiences. With AI-powered enablement, marketing teams can:
- Deliver high-impact messaging across every channel and buyer stage
- Launch campaigns that influence pipeline and drive revenue
- Automate compliant, on-brand content delivery and personalisation
- Connect your efforts to revenue outcomes with date-driven insights
By delivering relevant content to buyers in a timely manner, marketers create a measurable impact on pipeline growth and revenue.
