S1 - #6 | Sangram Vajre, Co-founder & CEO GTM Partners: GTM OS, NRR, Partner led, AI in GTM & rethinking Go-Go-Market for 2026

In episode #6 of Curious by Nature I’m joined by Sangram Vajre, Co-founder & CEO of GTM Partners, Co-founder of Terminus, Wall Street Journal bestselling author of “MOVE: The 4-Question Go-To-Market Framework”, and one of the GTM leaders regularly invited to HubSpot’s INBOUND conference.

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We talk about how Sangram went from arriving in the US with almost nothing to becoming one of the most recognized voices in B2B SaaS Go-To-Market, and how that journey shaped his thinking around GTM fit, revenue systems, Net Revenue Retention (NRR), AI and the future of GTM.

This is a practical and honest conversation about what actually separates B2B SaaS companies that scale from those that stall: how CEOs, CMOs and CROs think about GTM as the business, why so many teams are still stuck in the “more leads” mindset, and how frameworks like GTM OS, MOVE and account-based thinking can be used without turning into slideware or buzzwords.

Why listen?

You get a rare, unfiltered look into how one of the most influential GTM thinkers in the world sees go-to-market, AI and NRR in 2025–2026 – and how his own journey shapes the way he advises GTM leaders, fractional CMOs/CROs and PE-backed SaaS companies.

The episode gives you concrete ways to examine your own GTM fit, rethink your metrics and motions, and decide what to stop, start and double down on as you design a more AI-native revenue engine.

Perfect episode for:

• CMO, CRO, CCO, VP Sales / Marketing / RevOps in B2B and B2B SaaS

• Founders and CEOs in growth and PE/VC-backed companies who need to fix GTM, not just hire more sellers

• Fractional CMOs / CROs and GTM advisors building their own practice around frameworks and operating systems

• Revenue Operations, growth and GTM professionals working on pipeline, systems, AI and process

What we talk about in Episode 6:

00:00 Introduction to Sangram Vajre and His Journey

06:59 Overcoming Challenges and Defining Success

13:03 The Evolution of Go-To-Market Strategies

18:53 The Role of AI in Go-To-Market Strategies

30:19 AI-Driven Product Innovation

32:09 Rethinking Go-To-Market Strategies

34:21 The Shift from ARR to NRR

39:11 Designing Effective Go-To-Market Motions

43:55 The Rise of Services as Software

51:53 Diagnosing Go-To-Market Problems

57:16 Mindset Shifts for Future Growth

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Hey, I’m Gregory Gjini 👋

B2B SaaS growth & go-to-market strategist and former CMO at a 200MNOK ARR scale-up.

I help SaaS companies unlock growth and pipeline by aligning brand, demand and revenue with real GTM clarity and no fluff. From inbound engines to commercial processes, I’ve led teams and built systems that actually move the needle, not just vanity metrics.

👉 Open for freelance and fractional Marketing/CMO/CRO roles, GTM sparring, or just a good coffee ☕

📍 Based in Oslo | 💻 Working remotely
🔗 Let’s connect on Linkedin
📧 gregory@gotomarket.no
🌐 https://nyhetsbrev.substack.com