Webcast
FREE 6 min
FULL 22 min

Designing a revenue-ready GTM operating model for complex
B2B buying groups

In this webcast, Peter Cullinan explores how B2B organizations can build revenue-ready GTM operating systems for complex, high-consideration buying environments. He shares insights on aligning marketing, sales, product, client success, and RevOps around shared growth goals, scalable operating models, buying committee strategy, technology decisions, and the metrics that connect marketing to business impact
Peter Cullinan
Fractional CMO 
and GTM advisor, 
GoTo Marketing LLC

What you will learn

What separates a Go-To-Market model from a Go-To-Market operating system, and how to tell when your current model no longer fits
Which GTM capabilities to prioritize when preparing to scale, and how to evaluate your GTM tech stack and AI tools
How to recognize the signals that your GTM approach needs to evolve, and align marketing, sales, product, client success, and RevOps around complex buying groups
Which metrics best show whether a GTM operating model is working, and what challenges should be expected when building a brand new GTM strategy

FREE PREVIEW

Watch now

A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper



INFUSE CLIENTS & PARTNERS

Full 22-min webcast

The complete session including revenue-ready GTM operating systems, signals for GTM evolution, complex buying group alignment, capability prioritization for scale, GTM technology and AI evaluation, measurement of GTM effectiveness, and common challenges in building a new GTM strategy.
Peter Cullinan
Fractional CMO 
and GTM advisor, 
GoTo Marketing LLC

Expert

Peter Cullinan is a Fractional CMO and GTM advisor with 20+ years building scalable marketing functions for Seed-stage, growth-stage, and PE-backed B2B software companies. He specializes in transforming fragmented marketing into disciplined demand engines, with deep expertise in health tech and regulated B2B SaaS

Who is this for?

B2B marketing leaders, CMOs, and GTM strategists navigating scale and complex buying groups who want practical guidance on building an operating model that aligns teams, supports smarter technology decisions, and lets marketing act as a true growth partner

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