Go-to-Market · December 18, 2025 · 7 min read
The GTM alignment playbook: how PMMs bridge product, marketing, and sales
Product, marketing, and sales each end up serving a slightly different customer, and every one of them is optimizing correctly. That's the three-customer company, and it's the default state at every ARR level. Alignment doesn't arrive through a mandate or a bigger meeting. It comes from one findable positioning document, a room before every ship, a working loop back from the field, shared numbers nobody can move alone, and a PMM useful enough that people reach for the story instead of writing their own.