Nearbound Daily #420: Sangram Vajre on the Undeniable Shift in GTM

Nearbound Daily #420: Sangram Vajre on the Undeniable Shift in GTM

Micaela Richmond 3 min

We saved you a spot!


Nearbound Summit 2023 is a 4-day virtual event covering Nearbound strategies and tactics for every department. Register here.

An undeniable shift in go to market


There’s an undeniable shift occurring in the market.


Sangram Vajre (Co-founder of Terminus and GTM Partners) is seeing it too.


He explained it like this,

I realized go to market was way bigger than I originally thought. It’s not a product launch or product marketing. It’s marketing, sales, product, and success. It’s the way the whole company goes to market.

GTM is not a motion or a departmental function.

Go to market today is about enabling, accelerating, and driving an entire company in a direction.

First, it’s important that people understand GTM as a motion. 


Then they can understand Nearbound GTM as an evolution of GTM that leverages the people your buyers trust to gain intel, intros, and influence in the market.

Reachdesk and 6Sense did better together right


Maia Luke from our team shared this awesome Reachdesk resource internally.


She was so impressed she even said, “I plan to share it with other clients as a great example of a ’better together’ resource.”

The resource is used to enable each other’s partnership/sales teams and it’s also used in marketing and educating customers/prospects.


Add this to your swipe file.


Nice job, Reachdesk and 6sense!

Nearbound in the wild


Chances are, fans of the local craft distillery don’t have strong preferences about roofers, lighting companies, or HVAC vendors.


Who are they more likely to go with?


a) The Google search result

b) The one partnered with the craft distillery they already trust


People are rational actors. In low information environments, they look for signals of trust.


Sometimes a bottle of whiskey is just the ticket!


Stuff you don’t want to miss!

  • Join the official Nearbound Summit community brought to you by Partnership Leaders — Partnership leaders’ goal is to connect people interested in learning about partnerships around the world. Must be a PL member to join. Join here.

  • Oct 11th 10 AM EST — Women in Alliances Summit — Join the FREE global summit featuring speakers like Jay McBain, Tina Gravel, Christine Bongard, Allison Munro, and more. They’ll touch on AI’s impact on the ecosystem, how partnerships are changing, and tips to boost your career. Register here.

  • Oct 12th 11:30 AM EST — Direct is Dying — Join two CMOs, Isaac Morehouse of Reveal and Pete Rawlinson of Allbound, for a 30-minute discussion diving into the implications of a pivot from direct to partner-led demand generation. Register here.

  • November 6-9th — Nearbound Summit 2023 — The future of GTM is Nearbound. Join us for the biggest-ever remote experience in GTM where B2B leaders across departments unite to share how they’re winning with Nearbound strategies and tactics. Register here.




Share this GTM reframe


Nearbound GTM is an evolution of GTM. Share this Nearbound Daily with a GTM leader who would love to learn about it!


Micaela Richmond 3 min

Nearbound Daily #420: Sangram Vajre on the Undeniable Shift in GTM

There’s an undeniable shift occurring in the market.

You Might Also Like


This is a test comment.


This is a longer test comment to see how this looks if the person decides to ramble a bit. So they're rambling and rambling and then they even lorem ipsum.