Cross-Functionality in GTM30
How product, growth, sales, and support operate as one GTM30 system by sharing schema, signals, and operating rhythms instead of running independent playbooks.
1. What cross-functionality means
Cross-functionality in GTM30 means one shared narrative, one shared data model, one shared view of the customer, and one shared operating cadence. Product, Growth, Sales, and Support work from the same source of truth and update it continuously — no linear funnel.
This only works if programmatic content, community, and ambassadors operate on the same schema and feed signals back into the same operating rhythm.
4. The GTM Lead role
The GTM Lead is the person responsible for executing and evolving GTM30 within an organization. They coordinate across pillars and ensure each one operates effectively and reinforces the others. Unlike traditional marketing roles, the GTM Lead takes a systems view.
Core responsibilities
- Pillar orchestration: ensure each pillar has ownership, processes, and measurable outcomes.
- Signal routing: design systems that route signals between pillars and to consuming teams.
- Cross-functional alignment: act as connective tissue between Product, Marketing, Sales, and Success.
- Metrics and reporting: define, track, and report on GTM30 metrics and pipeline influence.
- Framework evolution: continuously improve GTM30 based on learnings.
Where it sits
Ideally reports to CEO/COO for cross-functional mandate. Alternatively sits within a Revenue or Growth team that spans Marketing and Sales. Avoid burying it in Marketing alone — the cross-functional mandate requires Product and Sales involvement.
5. What to avoid
- Product rewriting ICP or pains without marketing alignment.
- Sales running narratives that conflict with programmatic content and docs.
- Support tagging issues with free-text labels instead of shared entities.
- Teams storing their own glossaries and definitions outside the shared schema.
- Too many tools with overlapping roles and no shared data model.
6. Proof
Cross-functionality case study coming soon. This section will feature a real example of how a company unified its GTM functions using the shared schema and operating rhythm.