Principal GTM Strategist

Responsibilities

• Partner with senior leadership, product executives, and cross-functional stakeholders to shape Appian’s macro market narratives and AI automation point of view.
• Translate complex technical capabilities, including AI-assisted development and AI automation, into compelling business-outcome narratives for executive audiences.
• Own the end-to-end lifecycle of Appian’s messaging AI notebooks, including maintenance, optimization, accuracy, relevance, and adoption.
• Use AI-powered research tools, market data, and traditional research methods to uncover buyer friction points, economic shifts, industry trends, and competitive insights.
• Partner with Corporate Communications and PR teams to fuel media outreach, analyst conversations, influencer engagement, and external thought leadership.
• Collaborate with strategic partners, global systems integrators, and ISVs to develop co-branded ecosystem narratives and joint GTM messaging.
• Embed Appian narratives into partner-led channels, including external events, advisory boards, partner toolkits, and digital platforms.
• Convert macro thought leadership themes into scalable GTM toolkits for Sales, Field Marketing, Regional Demand Generation, and Sales Development teams.
• Build localized campaign guidance, narrative guides, and enablement materials that help teams break into new logos, accelerate stalled pipeline, and elevate deal value.
• Orchestrate internal collaboration across Product Management, Sales Engineering, Professional Services, Partners, Marketing, and Sales to create unified market-facing value propositions.
• Operationalize generative AI workflows and content automation tools to prototype, scale, and deliver high-quality assets across channels and buyer journey stages.
• Mine Salesforce, Marketo, BI platforms, and other operational systems to understand campaign performance, pipeline movement, buyer intent, and messaging effectiveness.
• Partner with Marketing Operations to build dashboards that measure the impact of thought leadership, narrative programs, and GTM campaigns on demand generation and sales progression.

Qualifications

• 10–15+ years of progressive experience in corporate narrative strategy, macro content marketing, B2B product marketing, solutions marketing, GTM strategy, or related enterprise technology roles.
• Proven experience partnering with executive leadership and C-suite stakeholders to refine strategic messaging, shape thought leadership, and co-author high-visibility content.
• Strong ability to translate complex technology capabilities into business value propositions for executive and enterprise buyer audiences.
• Hands-on fluency with modern AI tools for market research, message development, content creation, workflow automation, and post-campaign analysis.
• Demonstrated experience developing narratives and GTM programs around enterprise technology, SaaS, automation, AI, cloud, or digital transformation.
• Experience designing scalable GTM toolkits, field enablement assets, sales narratives, and campaign frameworks.
• Strong understanding of how Sales, Marketing, Product, Communications, and Partner teams work together to activate messaging in market.
• Experience using Salesforce, Marketo, BI platforms, or related tools to analyze pipeline performance, campaign effectiveness, and buyer engagement.
• Excellent written, verbal, and presentation skills, with the ability to simplify complexity without losing strategic depth.
• Strong executive presence, intellectual curiosity, and the ability to influence without direct authority.
• Bachelor’s degree in Marketing, Corporate Communications, Business Strategy, Product Management, or a related field, or equivalent practical experience.