If you’ve ever watched a launch fall flat and struggled to explain why to leadership, this session is for you. Your GTM checklist may ensure execution happens. But how do you know the right things are being executed? That’s why teams repeat the same failures: the checklist gets completed, the launch still misses, and nobody can pinpoint why. Most teams assume GTM fails at execution. We'll share why the breakdown almost always starts upstream: misaligned strategy, unclear ownership, or skipped steps. It only surfaces when execution falls apart or KPIs are missed. And as AI accelerates how fast teams ship, upstream issues are amplified, not solved. Attendees will learn how to: • Diagnose where GTM actually breaks using a strategy → process → execution framework • Surface hidden gaps across teams, workflows, and handoffs using a Launch Friction Map and identify which gaps are causing downstream failures • Clarify cross-functional ownership across Product, PMM, Sales, and Marketing with a simple model that gives PMMs the language to explain (and resolve) alignment problems internally • Apply a live diagnostic exercise to map their own GTM friction points and prioritize which issues to fix first using a Friction-to-Impact Model • Build a post-launch practice into their GTM cadence - moving from one-and-done launches to a repeatable system that compounds learning across every launch cycle