How G2's SVP of GTM Strategy evaluates sales comp plans, scales teams & runs M&A

Most operators own a piece of the go-to-market engine. Shefali Raghavan, SVP of GTM Strategy & Operations at G2, owns all of it. She was one of Twitter's first-ever sales ops hires, and has since built and scaled GTM systems at Salesforce, Airtable, and now G2. In this episode, she breaks down how to build sales compensation that really captures your strategy, how to scale from PLG to enterprise, and survive M&A without losing what made your company great.

Shefali Raghavan didn't come up through sales. She started in private equity and consulting, became one of Twitter's first-ever sales ops hires, and has since built and scaled GTM systems at Salesforce, Airtable, and now G2, where she serves as SVP of GTM Strategy & Operations, owning everything from comp design to systems, analytics, and partner strategy.

In this conversation, Shefali breaks down:

Why compensation should always be the last piece of the strategy puzzle
How incentive design has to change as a company matures from product-led growth into enterprise selling
The "tell" that's hiding in every comp plan (and how she spots when it doesn't match the strategy leadership says it's pursuing)
Inside G2's playbook for integrating with Gartner Digital Markets: including building shared language before co-selling
The situation when GTM ops works best (and what to do when it isn't)

Whether you own comp design, territory planning, or GTM systems (or you're in the middle of your own post-acquisition integration right now), this conversation is a masterclass from someone who's built these systems from the inside, on repeat, for forward-thinking organizations.

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