Kathleen Booth is SVP, Marketing & Growth, at Pavilion, a Maryland-based company whose events and learning programs are designed to help high-growth go-to-market executives grow professionally. Our conversation focuses on the upcoming GTM 2024 event, which will be held at the Fairmont, in Austin, Texas, on October 14-16. The event will feature focused sessions, interactive workshops, and unique networking opportunities for GTM executives.
Kathleen and I discuss challenges currently faced by GTM executives, including the tug of war between demand harvesting and demand creation within organizations, the impact of the lengthening B2B sales cycle, and the importance of product-market fit.
Other discussion topics include:
- Why the concept of “profitable efficient growth” (PEG) is valuable in a go-to-market context.
- The diversity in roles within organizations, such as CROs, CMOs, and sales, and how it impacts agenda planning.
- Why role diversity makes it easier to plan the event, given that Pavilion focuses on cross-functional, go-to-market problems.
- Why sharing best practices at events is low risk, even when competitors are present, because most competitors lack consistency and follow-through.
- How executives should strike a balance between product innovation and customer feedback.
- Why the market is moving towards fewer, more integrated solutions to reduce tool sprawl and fatigue.
- How the topic of AI will be integrated into the GTM 2024 event agenda.
- Why incorporating social events in GTM 2024 are integral to the total event experience.
- Other features of the upcoming event, including the GTM Awards and the Women’s Summit.
To learn more about, and register for, the upcoming GTM 2024, visit:
https://events.joinpavilion.com/gtm2024
