Enterprise GTM Intelligence for Complex Buying Journeys
For global B2B organizations that need governed data, connected signals, and accountable GTM programs across regions and lines of business.
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Enterprise Reality: Complexity by Design
At $500M+ in revenue and operating globally, your organization faces a fundamentally different challenge than mid-market companies. The complexity isn't accidental—it's inherent to your scale and structure.
You operate multiple GTM motions simultaneously: direct sales teams, channel partnerships, digital self-serve platforms, and high-stakes industry events. Each motion generates valuable signals, but they rarely connect into a unified view.
Your data landscape reflects this distributed reality. Customer and prospect information lives across multiple CRM instances, marketing automation platforms, regional tools, and data warehouses. ABM programs launched by product marketing, pilot initiatives driven by field teams, and local campaigns executed by regional leaders all create insights—but these signals never fully aggregate into enterprise intelligence.
The Intelligence Gap Executive Teams Face
Your executive leadership team asks essential strategic questions: "What's working, where, and why?" They need to understand which GTM investments drive pipeline, which segments show momentum, and which regional strategies deserve more resources.
But GTM intelligence remains fragmented—trapped in departmental silos, locked inside vendor platforms, or scattered across incompatible reporting systems. Marketing can show campaign metrics. Sales can demonstrate activity levels. Product teams track usage signals. Yet no single source connects these disparate data points into a coherent view of account behavior and buying group engagement.
The fundamental challenge isn't a shortage of data or lack of activity. It's the absence of a governed GTM intelligence layer that everyone across the organization can trust, access, and use to make strategic decisions with confidence.
How Fairway Serves Enterprise GTM
Governed Signal Backbone
Build a unified data foundation that brings together disparate GTM signals into one reliable, governed system that serves as your single source of truth.
Unified Account View
Consolidate regional and product-line initiatives into a comprehensive view of accounts and buying groups across your entire organization.
Revenue Attribution
Connect program spend and activity directly to meetings, opportunities, and revenue in ways that executives can understand and act upon.
Fairway functions as your GTM intelligence and orchestration partner, working alongside your existing technology investments. We don't replace your stack—we make it intelligible, connected, and genuinely useful for strategic decision-making at every level of your organization.
GTM Intelligence Architecture
Foundation Layer
We design and document a sophisticated multi-layer data model that captures the full complexity of enterprise GTM: accounts, buying groups, customer journeys, and program families.
This architecture integrates signals from across your technology ecosystem—intent data providers, web analytics, event platforms, product usage telemetry, partner activity feeds, CRM systems, marketing automation platforms, and data warehouses—into a single, governed GTM schema.
1
Data Model Design
Structured entities for accounts, contacts, buying groups, touchpoints, and programs that reflect your business reality
2
Source Integration
Connect and normalize data from 10+ enterprise systems into unified schemas with consistent definitions
3
Governance Controls
Establish data lineage, quality rules, and access controls so stakeholders can rely on this intelligence for critical decisions
Global Account & Signal Views
Enterprise GTM requires moving beyond static account lists toward dynamic, shared account workspaces that provide complete context for every strategic relationship. These workspaces reveal who's in the buying group, what actions they've taken, which programs have touched them, and what the recommended next motion should be.
Buying Group Composition
Identify all stakeholders involved in purchase decisions, their roles, influence, and engagement levels
Behavioral Intelligence
Track every meaningful interaction: content consumption, event attendance, product trials, and sales conversations
Program Touchpoints
Map which marketing campaigns, ABM plays, and outbound sequences have reached each account
Next Best Action
Provide AI-driven recommendations for the most effective next engagement based on account stage and signals
This approach enables regions and business units to align on global account strategy while maintaining the flexibility for localized execution that respects market nuances and regional relationships.
Program Orchestration & Attribution
Unified Program Framework
We map campaigns, ABM programs, field marketing initiatives, and outbound motions into standardized structures that enable meaningful comparison across regions, channels, and business units.
This framework implements sophisticated, meeting and opportunity-centric attribution models that accurately reflect the reality of complex enterprise sales cycles—where multiple touchpoints across months or quarters contribute to a single deal.
Marketing and sales leaders gain clear operational levers: specific insights into which programs deserve more investment, which require optimization, and which should be sunset to reallocate resources toward higher-performing initiatives.
Program Taxonomy
Standardize campaign classification across the enterprise
Multi-Touch Attribution
Credit every touchpoint that influences pipeline creation
Performance Insights
Identify which programs drive the highest ROI
Executive-Ready GTM Insight
We provide board- and executive leadership team-ready GTM views that answer strategic questions with precision and clarity. These dashboards show pipeline and revenue performance segmented by market segment, geographic region, route-to-market, and program family—giving leadership the visibility they need for confident resource allocation decisions.
Beyond lagging revenue metrics, we surface leading indicators grounded in real account and buying group behavior—not just superficial channel metrics. We establish a regular cadence where GTM strategy development, budget planning, and program design decisions are all anchored in the same trusted intelligence layer.
What Success Looks Like in Enterprise
1
Governed Intelligence Backbone
A single, trusted GTM intelligence system that marketing, sales, revenue operations, and finance teams all rely on for strategic decisions
100%
Consistent Measurement
Unified language and metrics across all regions and business units, eliminating conflicting reports and enabling true comparison
3X
Strategic Visibility
Answer "What's working?" at the level of accounts, buying groups, and programs—with 3x faster access to actionable insights
+40%
Pipeline Acceleration
Increased meeting and opportunity creation in strategic segments, with clear attribution to the plays and investments driving results
Who This Is For
Revenue Scale
B2B technology and SaaS organizations with $500M+ in annual revenue operating across multiple markets and segments
Organizational Complexity
Companies with multiple regions, business units, or product lines where GTM ownership is naturally distributed across teams
Strategic Vision
Leadership teams ready to move beyond vendor-defined dashboards toward a company-owned GTM intelligence layer
Fairway helps large enterprises transform scattered GTM data and programs into one coherent, governed intelligence system—so every region, product line, and partner motion can row in the same direction toward shared revenue goals.