Buyer preferences have completely changed. To keep up with these changes, your go-to-market strategy -- your GTM -- becomes more important than ever. The B2B tech startups and scaleups that consistently thrive and win in this kind of environment now approach their go-to-market strategy, their entire playbook, as a team sport. Learn why your entire go-to-market approach needs to be built as a multi-disciplinary team sport -- and what players your team must have to succeed with its growth plans and achieve its goals. Your sales team won't get in front of most potential buyers without effective marketing in today’s buying environment for SaaS, FinTech, and infrastructure technology. And in a sales-driven go-to-market playbook, your marketing team won’t get sales opportunities over the finish line to closed won without great collaboration with your sales team. And in a world where most technology is subscribed to as a service, in a recurring revenue-based business, operating expenditures rather than capital expenditures, the initial sign-up, the sales opportunity going to closed won is just the starting point -- not the finish line, not even close. So your customer success (CS) team must partner with sales so that your clients have a seamless experience with their onboarding -- for a predictable path to the initial value, intended value, and extended value -- driving potential expansion revenue. And no matter how talented and exceptional your marketing, sales, and customer success professionals are, you still need a great product or service to sell, that solves true business problems, creates great impact within your clients’ companies, and delivers a solid return on investment. For that, your product team takes the lead, along with incredibly valuable feedback from the other customer-facing players on your GTM team in marketing, sales, and customer success.