In this GTM Advice episode, Wes Bush, Founder and CEO of ProductLed, answers a fast round of questions and shares his go-to-market advice with you. 

Stephanie Cox: What is your biggest go-to-market challenge that exists today, and how would you tackle it?

Wes Bush: I think one of the biggest challenges is really just aligning everybody. And like I always say to our implementers on our team, I'm like, there's PLG in general. That's, we know that pretty well, but getting everybody aligned, that is truly one of the hardest pieces and most valuable pieces we could ever provide for companies. So that, that's it.

Stephanie Cox: Where would you focus your efforts if you have limited resources on how to drive immediate results?

Wes Bush: It seems like a cop out, it'd be the ball to knock. Just going through those specific metrics and be like, are you, is your signup rate low? Is it your amount of people getting to value low? Usually it's that one. So I picked that one.

Stephanie Cox: How do you ensure there is alignment across all go-to-market functional areas (i.e. sales, marketing, product, and CX)?

Wes Bush: Yes, you have to be super clear on the destination where you're going, the overall strategy of the business, and get everybody in alignment of why this is the best way, and make sure they can all see how they're going to thrive in that new direction.

Stephanie Cox: What is the one dirty little secret in go to market that nobody talks about, but everyone needs to know?

Wes Bush: Your success, especially if you're building a product-led business, is directly tied to how many users you're making successful. Full stop.

Stephanie Cox: What do you think is the biggest misconception about having a career in go-to-market?

Wes Bush: That you have to be an expert in everything. I think it's okay to be like, you just know an okay amount in some pieces, and then you're like really deep on, let's say, understand the user, really deep on the offer piece, just not to be dangerous in all the other pieces.

Stephanie Cox: What is the one skill that go-to-market professionals need to have mastered to be successful?

Wes Bush: So this one's changed recently, but it's really how to use AI in whatever you're doing for every single part of your role. There is, especially in 2025, if you're not doing that, then you're going to be outcompeted, outgunned by somebody else that's found a much more efficient way to do the same thing you're doing. It's just taking you a lot of time.

Stephanie Cox: What is the one thing you wish you knew sooner?

Wes Bush: The previous one because I'm learning it right now. How to do the same thing, but not me. Create an AI agent for this thing.

Stephanie Cox: What is the one piece of advice you would give someone looking to grow their career in go-to-market?

Wes Bush: Yes. So if you can really create AI agents that will allow you to do some of the more mundane, repetitive things and enable, like if you can partner with a go-to-market executive to look at what is their team doing and just say, Hey, I'm going to make sure we can automate like 20, 30, 40 percent of all this stuff. You will never be out of a job, and you'll be one of the most valuable people on the team, just because you're thinking of how do I add efficiency to your current processes, and skip the same result for a fraction of the time and resources.