Jonny Adams brings decades of hands-on experience driving high-impact transformation and commercial excellence across professional services, technology, and financial sectors in Europe and the US. In this episode, he dives deep into what it takes to achieve Go-to-Market (GTM) transformation, aligning strategy, people, and technology to deliver measurable growth.

You’ll learn:

• What GTM transformation really means and why it matters for your growth mandate.

• Key internal and external components: market insights, proposition clarity, planning, team design, and tools.

• Triggers for transformation: investment growth, PE consolidation, and new C-suite hires.

• Leadership challenges in transformation: alignment, tenure, and change management pitfalls.

• How to select the right vendors and avoid technology fatigue.

• The importance of people, mindset, and capability assessment to ensure the right talent in the right roles.

• Multi-functional alignment: why Marketing and Sales KPIs must talk the same language.

0:00 - GTM transformation overview

6:32 - Core components of GTM transformation

8:59 - Transformation triggers & investment impact

10:56 - Leadership challenges: tenure, alignment & change

14:52 - Leadership as the hub & change management gaps

20:31 - Communication risks in transformations

23:10 - Vendor strategy & tech considerations

28:09 - Watchouts: tech fatigue & CRM reliance

30:28 - Talent, mindset & capability assessment

36:51 - Multi-functional alignment for Marketing & Sales

40:27 - Closing remarks