In-person GTM

In-person GTM is the go-to-market channel that covers trade shows, field marketing, hosted events, executive dinners, alliance events, satellite events, and roadshows, treated as one revenue workflow.

The term exists because this work never had a name that fits its shape. You file it under marketing, but the work spreads across sales, SDRs, executives, and customer success.

It runs before, during, and after every event: which accounts matter, who covers them, what people said in the aisle, who follows up, and what it produced. Name the channel as a whole, and you’ve taken the first step toward running it as a whole.

Why does the name matter?

For an event-dependent company, the channel commonly takes 20 to 50 percent of the marketing program budget, and at the events-led end of the market a single company can credit most of its revenue to it.

Every other line in your budget that size has purpose-built systems. Your in-person GTM runs on spreadsheets, badge scanners, Slack threads, and one over-extended person’s memory. Treat it as a channel with a workflow, and you can manage it and measure it.

What does in-person GTM include?

The full scope is trade shows, field marketing, hosted events, executive dinners, alliance events, satellite events, and roadshows. It reaches past the booth on purpose. The executive dinner and the hallway conversation are often your highest-value moments at an event, and they’re the most likely to leave no record.

How do you recognize it in practice?

You’re running in-person GTM as a channel when you can answer 5 questions for any event. Which target accounts were there, and who engaged them? What did those conversations cover? Did anyone follow up, and what pipeline resulted? Most companies can’t answer any of these without piecing it together by hand weeks later.

That gap is the subject of the thesis. Close it with FieldXM, the system of record for in-person GTM, alongside your CRM.