Understanding the concept of circular GTM is one thing—putting it into practice is another. In this follow-up to our GTM model breakdown, we share a step-by-step approach to transitioning from a traditional, linear go-to-market process to a dynamic, synchronized system. From mapping your core functions to redefining success metrics and embedding collaborative rituals, this post is a tactical guide for leadership teams looking to drive faster, smarter execution across brand, product, marketing, sales, and ops.
In our last post, we introduced a more dynamic way to think about go-to-market: not as a rigid sequence of steps, but as a synchronized, circular system. Now let’s talk about how to operationalize that shift inside your business.
1. Map Your GTM Circle
First, define your GTM core. For most companies, this includes: brand, insights, product, marketing, sales, and operations. Visualize these not as a flowchart but as nodes in a circle. This triggers a psychological shift. You’re not progressing step-by-step. You’re coordinating in all directions, simultaneously.
This is more than a diagram—it sets the tone for how teams will work together. Presenting this model in all-hands meetings or strategy offsites can help realign expectations and create shared language.
2. Redefine Success Metrics
Silos thrive when teams are only accountable to their own KPIs. Circular GTM requires shared goals. Consider pairing functions and defining joint success measures:
Brand + Ops: Consistency and efficiency across channels and touchpoints
Marketing + Sales: Conversion rates, lead velocity, and cost per acquisition
Product + Insights: Time to feedback loop, feature adoption, NPS impact
This drives collaboration because teams rise or fall together. When KPIs are interdependent, so is behavior.
3. Embed Cross-Functional Rituals
Create recurring working sessions between adjacent teams. For example:
Weekly Brand + Ops workflow alignment
Biweekly Marketing + Sales pipeline review
Monthly Product + Insights hypothesis validation
Rituals matter. They reduce the need for formal project briefs and accelerate issue resolution. Just as importantly, they build empathy between teams that historically clash.
4. Enable Decentralized Initiative
Linear GTM creates bottlenecks. In circular GTM, anyone can trigger forward motion. Encourage team members to propose campaigns, identify blockers, or request cross-functional support without needing executive sign-off at every step.
To support this, flatten internal tools. Shared docs, Slack channels, Notion boards—whatever your stack, ensure visibility across functions. This lets anyone raise a flag or opportunity and trust it will be picked up.
5. Incentivize Collaborative Behaviors
Most orgs reward individual output. But circular GTM demands interdependence. Recognize actions like "Ops improved delivery based on Brand feedback" or "Marketing re-scoped campaign based on Product shift."
You can formalize this through performance reviews or keep it cultural through shoutouts and internal wins tracking.
What Happens When You Get It Right?
When you transition to circular GTM, your organization:
Moves faster without compromising thoughtfulness
Responds in real-time to market signals
Builds trust across departments
Aligns actions to outcomes, not org charts
This isn’t just a theory. We’ve implemented circular GTM frameworks inside pre-seed startups, high-growth brands, and global public companies. The results are consistent: less friction, more velocity, and better decision-making.
The companies winning today aren’t just louder. They’re more coordinated.
If your GTM feels slow, chaotic, or siloed—maybe it’s not your people. Maybe it’s the model.
Read More.
The Playbook for Go-to-Market Success: Insights, How-Tos, and Real-World Wins.
