In most companies, Marketing, Sales, and RevOps operate like three different businesses. Marketing generates leads, Sales complains about quality, and RevOps is stuck in the middle trying to fix the plumbing. When these teams are misaligned, the result is friction—slower deals, higher churn, and wasted budget. But winning go-to-market (GTM) teams have moved past this. […]
In most companies, Marketing, Sales, and RevOps operate like three different businesses. Marketing generates leads, Sales complains about quality, and RevOps is stuck in the middle trying to fix the plumbing.
When these teams are misaligned, the result is friction—slower deals, higher churn, and wasted budget.
But winning go-to-market (GTM) teams have moved past this. They don’t just hand off leads. They operate a single, continuous motion. They’ve shifted from static prospecting to using a live flow of data and signals that keeps the whole engine moving.
That’s why the most successful GTM teams don’t work harder, they work more in sync.
With this in mind, here are 5 things that winning GTM teams do.
1. They align on the right account, not just any account
Most teams argue over what a good lead looks like. Winning teams stop the argument by solidifying their ideal customer profile (ICP).
When Marketing and Sales agree on the specific firmographics (size, industry, revenue) and technographics (the tools they use) that make a best-fit account, the friction disappears. Marketing only spends budget on the right accounts, and Sales knows exactly why a lead is on their desk.
The strategy:
- Define your ICP using historical win data.
- Filter out the noise so your BDRs only focus on accounts that actually have the potential to close.
2. They treat data enrichment as a continuous stream
Static databases are a liability. Winning GTM teams know that data decays every single day as people change jobs and companies pivot.
Instead of manual data entry, they use CRM enrichment to keep their systems fresh. This ensures that when a rep picks up the phone, they have a verified number and a current title.
This allows reps to stop being researchers and start being sellers. They spend 0% of their time hunting for emails and 100% of their time in conversations.
3. They prioritize “speed to lead” using automation
Timing is the silent killer of GTM momentum. A lead that waits four hours for a follow-up is significantly less likely to convert than one that gets a response in five minutes.
Winning teams use form enrichment to shorten their inbound forms.
By asking for just an email address and letting Lusha fill in the rest (company size, role, HQ), they reduce friction for the buyer while giving the rep all the context they need to call immediately.
The talk track (the 5-minute follow-up):
“I saw you just requested our [Resource/Demo]. I noticed [Company] is currently scaling your [Department]—most teams at your stage struggle with [Specific Pain]. Thought I’d reach out while this was top of mind to see if we can help.”
4. They multi-thread every high-value deal
A deal that relies on a single contact is a deal at risk. If your champion goes quiet, the deal dies.
Winning GTM teams build a prospect list of 3–5 stakeholders for every target account. They engage the end-user (the BDR), the manager (the AE), and the systems-owner (RevOps) simultaneously.
The strategy:
- Identify the “Economic Buyer” early.
- Map the “Technical Buyer” to ensure your tool fits their stack.
- Connect with the “Champion” to drive internal consensus.
5. They lead with cost of inaction (COI)
Reps often lose deals to “no decision” because they focused too much on the features and not enough on the cost of doing nothing.
Winning teams don’t just sell a solution. They highlight the risk of staying the same. They show RevOps how much money is being leaked through bounced emails or how many hours are wasted on manual research.
The talk track:
“Based on your team size, you’re currently spending roughly 15 hours a week just looking for contact info. That’s [X] fewer sales meetings every month. If we don’t automate this, that gap is going to grow as you scale.”
Easy changes to turn your GTM motion into a revenue stream
Winning isn’t about having the biggest team. It’s about having the best flow. When your data, signals, and teams are aligned, growth becomes predictable.
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