This article comes from Nonya Collier’s talk at our Los Angeles #GTM24 summit. Check out her full presentation and the wealth of OnDemand resources waiting for you.
What if the key to a stronger, more effective GTM strategy was already within your organization—but you weren’t tapping into it?
As go-to-market (GTM) professionals, we know that success doesn’t happen in a vacuum. Our work is highly collaborative and cross-functional, and our ability to do our jobs well depends on how effectively we align with other teams. One of the most valuable (yet often overlooked) partnerships in this process is with UX (user experience).
When we work with UX teams, we gain a richer understanding of our customers, optimize our GTM motions, and ultimately accelerate product-market fit. But how do we build a strong, productive partnership with UX?
In this article, I want to share some key learnings from my own experiences and several strategies and frameworks that you can apply today to enhance your GTM efforts.
Let’s dive in.
Why UX and GTM need to work together
With the tech-driven nature of today’s world, we’re all in the business of customer insights. Every data point—from sales calls, product analytics, user research, and competitive intelligence—plays a role in shaping our strategy. And UX teams? They’re sitting on a goldmine of these insights.
GTM teams tend to focus on market research, competitive analysis, and sales insights, while UX teams are deeply embedded in product development, conducting user research, and usability testing.
The problem? These two perspectives often exist in silos. If we’re not collaborating, we’re missing out on a huge opportunity to create a more cohesive, customer-driven strategy.
We should be treating customer insights like lines of code: the more inputs we have, the more robust our outputs become. By partnering with UX, we don’t just gather more data—we get better data, leading to smarter decisions and faster iteration.
Prak Swamy
