“I could while away the hours
Conferrin’ with the flowers
Consultin’ with the rain…
And my head I’d be a scratchin’
While my thoughts were busy hatchin’
If I only had a brain.”

— The Scarecrow, The Wizard of Oz

In a way, go-to-market has spent decades living out the Scarecrow’s lament. Not because the people lack brains – GTM teams are often the sharpest, scrappiest problem-solvers in the…