At OnTarget, when we talk about GTM roles, we’re not just referring to sales. Or marketing. Or customer success. We’re talking about the combined force of these functions. Why? One word: alignment.
In too many organizations, sales, marketing, and customer success operate in silos. They use different tools, follow different metrics, and chase different goals. But here’s the hard truth:
If your marketing doesn’t match your sales pitch, and your customer success team can’t deliver on what was promised. Your customer experience falls apart.
That’s why we talk about GTM, not just departments.
Because GTM is a mindset. A way of saying: we’re on the same team.
We’re not passing the baton. We’re running the race together.
Forget the old idea that “brand” is just a logo or a campaign.
Today, your brand is defined by your customer’s experience. Every step of the way.
Every ad. Every pitch. Every email. Every follow-up. Every support interaction.
Each of these is a customer engagement, and each one either builds trust or breaks it.
So when we say “GTM roles,” we mean every role that shapes the brand experience through customer engagement, because in the customer’s eyes, it’s all one company.
Let’s be real: things break. Deliveries are delayed. Bugs happen. Expectations get missed.
That’s life. That’s business.
But those tough moments? That’s when your GTM team makes the difference.
And it’s not just the job of customer success to clean up the mess.
If you’re in sales and your client is frustrated. Show up. Even if you can’t solve the issue directly, your presence matters. It shows commitment. It builds trust. It turns a transactional relationship into a partnership.
Handled with transparency, urgency, and empathy, these moments become turning points.
That’s when your brand stands out. Not for perfection, but for accountability.
Yes, every single one.
Escalations aren’t just problems to solve. They’re chances to show how your organization thinks, acts, and values its customers.
It’s not about having a perfect playbook. It’s about having the right mindset: ownership, proactivity, and collaboration across GTM teams.
This is what real customer success looks like.
It’s not a department. It’s a culture.
Here’s a real example from the field that shows the power of GTM alignment in action.
Turning Sentiment Around Through Effective Escalation Management
Background
Tech Solutions Inc. was facing ongoing product quality issues and unmet roadmap expectations. After several failed attempts to escalate their concerns, the client was frustrated and considering ending the partnership.
The Turning Point
Recognizing the risk, we assigned a new Client Executive, John Doe, supported by Service Delivery Manager Sarah Smith.
The Approach
Initial assessment to understand business impact.
Open communication and transparent expectations.
Clear CTAs to create accountability.
Joint action plan with fixes, timelines, and regular updates.
Daily status calls to rebuild trust and keep alignment.
Weekly reporting to ensure visibility.
Refined roadmap aligned to real client needs.
The Outcome
✔️ Client sentiment turned from frustration to appreciation
✔️ Clear recognition of ownership and transparency
✔️ Contract renewed for another year.Thanks to GTM-led support
The Lesson
Great escalation management isn’t a support task. It’s a GTM responsibility.
When everyone shows up and takes ownership, tough moments become defining ones.
When sales, marketing, and customer success operate in sync, the customer feels it.
They get a consistent message, a reliable experience, and responsive support.
That builds loyalty, trust, and long-term growth.
At OnTarget, we help maritime and tech-driven companies build GTM teams that act as one. Not in parallel, but in alignment. Because that’s what today’s customers expect.
And simply put, it’s what they deserve.
OnTarget is a B2B Go-To-Market consultancy based in the Netherlands. We specialize in building growth strategies that bridge marketing, sales, and customer success — especially for industries where complexity and excellence is the norm.