Is Go-To-Market Strategy The New ABM?

This is not to say that GTM is just another shiny object in the B2B world. On the contrary, when executed effectively, GTM aligns sales, marketing, and product teams in the direction of the customer, which is how to make magic happen in B2B. But if we don’t learn lessons from ABM over the last 10 years, we run the risk of repeating mistakes.