Devlyn Coelho on GTM Strategy, Innovation & Leadership at SEON

1. In what ways does leadership collaborate with marketing and sales teams to refine GTM strategies?

At SEON, we embrace a startup culture where everyone works together to grow the business. Leadership maintains open communication through various means such as regular all-hands meetings, in-person kickoffs and Slack. Multiple Slack channels serve as hubs for raising issues, sharing feedback and leveraging field insights to refine strategy and prioritize use cases. Most importantly, leadership has an open-door policy and listens and takes action in the best interest of both customers and the business.

2. How does leadership ensure alignment between innovation initiatives and the company's strategic objectives?

Great leadership is all about prioritization—distinguishing between true force multipliers and mere shiny objects. No matter how big the business, tradeoffs are inevitable.

3. What role does leadership play in ensuring the successful execution of GTM initiatives across different regions and sectors?

Leadership plays a crucial role in guiding teams to research, collaborate and develop market-driven strategies across industries and regions. They make strategic decisions on investments, resources and budgets while cutting through distractions that hinder execution and learning. Success hinges on aligning technology, data and talent with clear objectives, as too often, ambitious visions fail due to misaligned investments.

4. How are market trends and customer feedback incorporated into the development GTM plans?

Listening is an ongoing process, and where you tune in must evolve. Market conversations and customer expectations have shifted, with self-guided research now making up 70% or more of the buying journey before a salesperson is even engaged. That means businesses can’t afford to wait for feedback; it requires actively seeking insights–from customers, field teams, surveys and industry conversations–both online and offline. With more voices influencing buyers than ever, cutting through the noise to find meaningful signals is crucial.

5. How does your organization's leadership team drive and sustain innovation to maintain a competitive edge?

We listen to customers, frontline teams, industry leaders and even our own data to understand the challenges businesses face. Innovation only matters if it solves real problems or improves existing solutions. Leadership keeps the customer at the center of every decision, placing smart bets and learning quickly from early signals of impact.