2x CRO Adem Manderovic taught me something that completely changed how I approach GTM

2x CRO Adem Manderovic taught me something that completely changed how I approach go-to-market strategy:

Sales and marketing alignment isn't just about messaging or target accounts, it's about the right sequencing

And it starts with Sales doing the one-to-one work to figure out:
+ Who they’re currently using
+ What they like or hate
+ When contracts end
+ How many seats they use
+ What would actually trigger change

That’s so much more than a persona.
That’s commercial validation - at the account level.

Once you have that?

Sales has a map of who is in-market, when, and what it would take to change.
Marketing becomes relieved from the lead gen hamster wheel,

and can get back to:
+ scaling insights with 1:many and 1:few messaging
+ doing marketing that means you're remembered at the right time by your buyers
+ build trust

And of course, use enablement resources to support sales.

If you skip that step:
❌ You attract bad-fit buyers
❌ Sales wastes time chasing them
❌ CS gets stuck cleaning up avoidable churn

This one sequencing shift changed everything for me.

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