GTM Alignment: The Revenue Operations Strategy
January 13, 2026
True GTM alignment requires more than collaboration; it demands consistent outcomes across the entire customer journey.
In this episode, Cory sits down with Bill Dwoinen, Chief Revenue Officer at Mural, to deconstruct the myths of revenue alignment.
True GTM alignment requires more than collaboration; it demands consistent outcomes across the entire customer journey.
In this episode, Cory sits down with Bill Dwoinen, Chief Revenue Officer at Mural, to deconstruct the myths of revenue alignment.
With over 20 years of experience scaling teams at powerhouses like Slack and Salesforce, Bill explains why consistent alignment throughout the customer journey drives faster closes and leads to happier customers. He breaks down the specific leadership principles required to transform team burnout into revenue momentum and how to execute a strategy that goes beyond simply “working together.”
With over 20 years of experience scaling teams at powerhouses like Slack and Salesforce, Bill explains why consistent alignment throughout the customer journey drives faster closes and leads to happier customers. He breaks down the specific leadership principles required to transform team burnout into revenue momentum and how to execute a strategy that goes beyond simply “working together.”
GTM alignment in B2B sales isn’t more collaboration; it’s consistent alignment on outcomes across the full customer journey. In this episode of The B2B Revenue Executive Experience, host Cory Cotten-Potter is joined by Bill Dwoinen, Chief Revenue Officer at Mural, to break down why consistent alignment throughout the customer journey drives faster closes and happier customers, how to distinguish between collaboration and true alignment, and the leadership principles that transform burnout into momentum.
Bill Dwoinen is the Chief Revenue Officer at Mural, bringing more than 20 years of experience in scaling revenue teams. Prior to his current role, he held key leadership roles at powerhouse companies, such as Slack and Salesforce, where he was responsible for driving growth, leading global teams, and developing sales strategies focused on long-term success.
What You'll Learn:
- How to define GTM alignment as outcome ownership across time
- The fastest warning signs you’re stuck in collaboration drag
- How to structure feedback loops across sales, marketing, product, and customer success
- Which metrics move first when alignment improves
Learn more about Bill:
- Bill Dwoinen on LinkedIn
- Mural Website
Want more insights on mastering the fundamentals of selling? Explore more episodes of The B2B Revenue Executive Experience where elite sales leaders share the systems, mindsets, and tools that drive consistent performance. 🎧 Browse all episodes
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Previous guests include: Eric Shaver, Managing Partner at Kensei Partners, Harry Spaight, Founder of the Selling with Dignity, Jeroen Corthout, Co-Founder at Salesfare
Check out our three most downloaded episodes:
- Episode 189: 5 Things CRM Software Should Help You Do w/ Jeroen Corthout
- Episode 299: How to Break the Used Car Salesperson Stereotype with Harry Spaight
- Episode 301: From Tech Sales to Business Conversation with Eric Shaver
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