Top-Down GTM
Also: Top-Down SellingExecutive-Led GTM
A go-to-market motion that sells to senior decision-makers first, securing budget and mandate before rollout to users.
Why it matters
Top-down targets the people who control budget and strategy, which suits large, strategic purchases where an executive sponsor is essential. It can land bigger deals faster than waiting for grassroots adoption, but it demands a business case framed in executive terms. Marketing's job is to reach and influence those decision-makers.
What good looks like
Top-down motions live or die on access to senior buyers and the strength of the business case. Track meetings with economic buyers, deal size, and how reliably executive sponsorship converts to signed contracts and successful rollout.
Related terms
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