Who owns the Go to Market strategy, and why is the correct answer marketing?  Before you get into the octagon to fight this out, it’s important to look at revenue and the go to market strategy through a different lens.  Which is exactly why our guest on this episode of the B2B Revenue Executive Experience was such a huge get. Christina del Villar is the author of Sway: Implement the G.R.I.T. Marketing Method to Gain Influence and Drive Corporate Strategy, and in this episode, she dropped so many knowledge bombs on us.  Among the things we talked about:  - The G.R.I.T. marketing method - Getting rid of the grey areas of dollar attribution - Turning marketing into a revenue knowledge center - Why marketing should own the Go to Market strategy Now that you know how to employ buyer-first principles, are you ready to take a deeper dive into the role data should play in your organization, or learn all about sales enablement 3.0? Check out the full list of episodes: The B2B Revenue Executive Experience.