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Principal GTM Strategist

11 hours, 18 minutes ago
United States
Full-time
Lead
Marketing Strategist
Sales and Business Development
Content Marketing Generative AI Salesforce
Apply Now
Appian

Appian

Appian is a top low code development platform that accelerates digital transformation, reinventing customer experiences and optimizing operations with industry-leading BPM and Case Management capabilities.

Internet Software & Services
1K-5K
Founded 1999
View All Jobs 13

Description

  • Partner with senior leadership, product executives, and cross-functional stakeholders to shape Appian’s macro market narratives and AI automation point of view.
  • Translate complex technical capabilities into compelling business-outcome narratives for executive audiences.
  • Own the end-to-end lifecycle of Appian’s messaging AI notebooks, including maintenance, optimization, accuracy, relevance, and adoption.
  • Use AI-powered research tools, market data, and traditional research methods to uncover buyer friction points, economic shifts, industry trends, and competitive insights.
  • Partner with Corporate Communications and PR teams to support media outreach, analyst conversations, influencer engagement, and external thought leadership.
  • Collaborate with strategic partners, global systems integrators, and ISVs to develop co-branded ecosystem narratives and joint GTM messaging.
  • Convert macro thought leadership themes into scalable GTM toolkits for Sales, Field Marketing, Regional Demand Generation, and Sales Development teams.
  • Build localized campaign guidance, narrative guides, and enablement materials to help teams win new logos, accelerate pipeline, and increase deal value.
  • Orchestrate internal collaboration across Product Management, Sales Engineering, Professional Services, Partners, Marketing, and Sales to create unified market-facing value propositions.
  • Operationalize generative AI workflows and content automation tools to prototype, scale, and deliver high-quality assets across channels and buyer journey stages.
  • Analyze Salesforce, Marketo, BI platforms, and other operational systems to understand campaign performance, pipeline movement, buyer intent, and messaging effectiveness.
  • Partner with Marketing Operations to build dashboards that measure the impact of thought leadership, narrative programs, and GTM campaigns on demand generation and sales progression.

Requirements

  • 10–15+ years of progressive experience in corporate narrative strategy, macro content marketing, B2B product marketing, solutions marketing, GTM strategy, or related enterprise technology roles.
  • Experience partnering with executive leadership and C-suite stakeholders to refine strategic messaging, shape thought leadership, and co-author high-visibility content.
  • Ability to translate complex technology capabilities into business value propositions for executive and enterprise buyer audiences.
  • Hands-on fluency with modern AI tools for market research, message development, content creation, workflow automation, and post-campaign analysis.
  • Experience developing narratives and GTM programs around enterprise technology, SaaS, automation, AI, cloud, or digital transformation.
  • Experience designing scalable GTM toolkits, field enablement assets, sales narratives, and campaign frameworks.
  • Strong understanding of how Sales, Marketing, Product, Communications, and Partner teams work together to activate messaging in market.
  • Experience using Salesforce, Marketo, BI platforms, or related tools to analyze pipeline performance, campaign effectiveness, and buyer engagement.
  • Excellent written, verbal, and presentation skills with the ability to simplify complexity without losing strategic depth.
  • Strong executive presence, intellectual curiosity, and the ability to influence without direct authority.
  • Bachelor’s degree in Marketing, Corporate Communications, Business Strategy, Product Management, or a related field, or equivalent practical experience.
  • Preferred: experience building thought leadership programs around AI, automation, process transformation, or enterprise software.
  • Preferred: experience working closely with Product Marketing, Solutions Marketing, Corporate Communications, Analyst Relations, or Sales Enablement teams.
  • Preferred: experience designing joint GTM narratives, co-branded assets, or partner campaigns with global systems integrators, ISVs, or strategic alliance partners.
  • Preferred: experience creating messaging systems, AI notebooks, content engines, or scalable knowledge-management tools.
  • Preferred: strong understanding of enterprise buying committees, Fortune 500 executive audiences, and complex B2B sales motions.
  • Preferred: experience building dashboards or reporting frameworks to measure the impact of content, thought leadership, or GTM programs.
  • Preferred: ability to operate as both a strategic thinker and hands-on orchestrator, moving seamlessly from market thesis to execution.

Benefits

  • Base salary range of $150,000 to $300,000 USD.
  • Discretionary bonus may be awarded based on individual and company performance.
  • 401(k) plan with company match.
  • Flexible time off and paid parental leave.
  • Medical, dental, and vision insurance.
  • Life insurance and disability insurance.
  • Wellness programs, wellness dollars, and Employee Assistance Program (EAP) with free mental health support.
  • Employee Stock Purchase Program (ESPP), retirement/pension plan, health savings account contributions, and flexible spending accounts.
  • Learning and development resources, tuition reimbursement, mentorship, Appian University, and leadership training.

Interested in this position?

Apply directly on the company website

Apply Now

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