GTM Made Simple

Within the topic of go-to-market, there are 4 disciplines:Sales ledCustomer ledProduct ledCategory ledAnd while it’s still uncertain which option is the best approach, there is one common thread among all 4 — understanding the customer. At the end of the day, it’s still all about the customer and providing an incredible experience.We speak with Scott Dorsey, Managing Partner at High Alpha, about the 4 categories, why the customer should always come first, and how culture impacts a business. What we discussed:Dissecting the 4 categories of go-to-marketBuilding a business: the early days of gaining customers & CEO difficultiesThe role of expansion as you move through go-to-marketAdvice for listeners about go-to-market & who owns itStories of culture that have succeeded or failed & CMO adviceCheck out this resource mentioned in the episode:MOVE: The 4-Question Go-To-Market FrameworkThis is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Show Notes

Within the topic of go-to-market, there are 4 disciplines:

  • Sales led
  • Customer led
  • Product led
  • Category led

And while it’s still uncertain which option is the best approach, there is one common thread among all 4 — understanding the customer. At the end of the day, it’s still all about the customer and providing an incredible experience.

We speak with Scott Dorsey, Managing Partner at High Alpha, about the 4 categories, why the customer should always come first, and how culture impacts a business. 

What we discussed:


  • Dissecting the 4 categories of go-to-market
  • Building a business: the early days of gaining customers & CEO difficulties
  • The role of expansion as you move through go-to-market
  • Advice for listeners about go-to-market & who owns it
  • Stories of culture that have succeeded or failed & CMO advice


Check out this resource mentioned in the episode:



This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.



What is GTM Made Simple?

I'm Sangram Vajre. I've built two $200M+ companies, written three books on go-to-market, and designed a GTM operating system that over 3,000 companies operate on today. If I've learned anything, it's this: go-to-market is the business. Keep it simple, and it scales.

This is Go-To-Market Made Simple. Every episode, you're getting a backstage pass to three things I work on daily: the closed-room conversations I have with CEOs and founders working through real GTM challenges, the systems and frameworks I've built and tested over the last two decades, and the weekly mastermind sessions with our certified partners where we see what's actually working across thousands of companies and industries.

Go-to-market doesn't have to be hard. We're here to make it simple.

Subscribe, and if you know a CEO or founder who needs this, share it with them. Learn more at runongtmos.com/move.