Scaling GTM isn’t just about doing more launches in more markets. It’s about building a system that holds together as you add regions, segments, products, and stakeholders. As companies expand, complexity compounds: messaging fractures, regional teams localize inconsistently, enterprise and mid-market motions diverge, and alignment becomes harder to sustain. What worked at one stage stops working at scale. In this session, Julie Fritel of Alma will share how to design a GTM approach that scales without losing clarity or control. She’ll explore how to balance global strategy with regional nuance, align cross-functional teams across segments, and evolve positioning and execution as the business grows more complex. Key takeaways: - How to maintain a clear, consistent core narrative while adapting to regional and segment-specific needs - A framework for aligning product, sales, and marketing across multiple markets - Where to centralize vs. where to localize in your GTM model - How to prevent “GTM drift” as you expand into new regions or customer tiers - Practical operating principles for scaling without slowing down