Go-to-Market Is a CEO Job: Melanie Tschugmall on Why Growth Doesn’t Live in Marketing
CRO2go co-founder on DUP UNTERNEHMER / BIG BANK KI FESTIVAL — GTM as chief-executive responsibility, not a department’s
Ask most companies who owns go-to-market, and the honest answer is: nobody — marketing runs campaigns, sales runs pipeline, and growth becomes whoever’s slide looked best in the last QBR. On DUP UNTERNEHMER, CRO2go co-founder Melanie Tschugmall makes the opposite case: GTM isn’t a marketing deliverable. It’s Chefsache — the CEO’s job, full stop.
Her argument is simple and uncomfortable: when growth stalls, companies reach for a marketing fix — more budget, a new campaign, a rebrand — when the real gap is ownership. Marketing, sales, and customer success are pulling in different directions because no one above all three is accountable for the system that connects them. Growth doesn’t fail because marketing underperforms. It fails because no one owns the whole engine.
That’s the same gap CRO2go was built to close — not by adding another department, but by putting a single owner over the system a CEO can’t run alone and shouldn’t hand off to one function either.
Worth listening to if you're asking:
- Why “fix the marketing” is usually the wrong diagnosis
- What changes when a CEO treats GTM as their responsibility, not a delegation
- Where a fractional CRO fits between “the CEO owns it” and “someone has to run it”
🎧 Listen to the episode on YouTube:
Stop Guessing. Start Scaling.
If “not invented here” is slowing your go-to-market down, that’s exactly the kind of blind spot a fractional CRO is built to catch.
Go-to-Market Is a CEO Job: Melanie Tschugmall on Why Growth Doesn’t Live in Marketing
AI has made it easier than ever to generate ideas. It hasn’t made those ideas easier to sell. On Episode 39 of Simply Briefed, host Kristine sat down with CRO2go co-founder Melanie Tschugmall to ask the question every founder eventually runs into: why do strong products still fail commercially — and why do so many companies insist on solving problems that have already been solved somewhere else?
The TAM Illusion Destroying Your GTM Strategy: Sangram Vajre and Melanie Tschugmall on Why Your Addressable-Market Slide Is Lying to You
AI has made it easier than ever to generate ideas. It hasn’t made those ideas easier to sell. On Episode 39 of Simply Briefed, host Kristine sat down with CRO2go co-founder Melanie Tschugmall to ask the question every founder eventually runs into: why do strong products still fail commercially — and why do so many companies insist on solving problems that have already been solved somewhere else?
Painkiller or Vitamin C? Melanie Tschugmall Joins Simply Briefed to Ask Why Europe Keeps Reinventing the Wheel
AI has made it easier than ever to generate ideas. It hasn’t made those ideas easier to sell. On Episode 39 of Simply Briefed, host Kristine sat down with CRO2go co-founder Melanie Tschugmall to ask the question every founder eventually runs into: why do strong products still fail commercially — and why do so many companies insist on solving problems that have already been solved somewhere else?