The Hiring Decisions That Lock In GTM Outcomes for the Next 18 Months
Most GTM strategies don’t fail in execution — they fail the moment a senior GTM hire is approved. Not because the hire was wrong, but because it quietly locks in untested assumptions and collapses optionality far earlier than leadership expects. This piece explores why senior GTM hires disproportionately shape outcomes — and why the cost of getting them wrong only becomes visible when it’s too late to unwind.