A well-structured go-to-market (GTM) process is the backbone of any successful product launch—but in reality, misalignment, unclear ownership, and last-minute pivots often derail even the best-laid plans. How can teams ensure they’re set up for success without unnecessary friction? In this panel discussion, industry leaders who have navigated hypergrowth will share how they’ve transformed chaotic GTM efforts into streamlined, repeatable processes that drive real results. Our panelists will break down the key elements of a high-functioning GTM strategy, from defining ownership and balancing leadership input to leveraging a hub-and-spoke operating model that enables cross-functional collaboration. Panelists will also share real-world case studies, including: - Launching AI-driven tools at Amazon - Orchestrating viral marketing moments like Kendrick Lamar’s The Pop Out - Executing high-stakes campaigns in highly regulated industries Attendees will leave with actionable strategies to optimize their GTM process, foster alignment across teams, and drive exceptional results—without sacrificing team well-being.