Director, GTM Strategy and Planning, Global

Position description

We’re looking for a Director, GTM Strategy & Planning to lead Sonar’s GTM Strategy and Planning. This role will own GTM strategy and coverage model, market prioritization, segmentation, headcount planning, comp design principles, quota setting and territory design, and pipeline targets. You’ll also be a key partner to Finance in setting our annual financial plan across all regions and segments.

This role is critical in defining Sonar’s GTM motion scales across existing velocity motion and how we move upmarket in enterprise with a consultative selling motion. This role will partner closely with the CRO, CMO, Post-sales leadership, Geo Sales Leadership, GTM Strategy & Revenue Operations and Finance. This role requires both the analytical approach to build frameworks and modeling and executive presence and partnership mindset to work with key stakeholders across GTM organization and beyond.

What You'll Do

• Drive the annual and ongoing GTM planning cycle in partnership with the CRO, CMO, GTM Strategy & Operations, GTM Analytics, and Finance, translation company plan into a GTM integrated operational plan across the revenue organization and holding the process accountable to key milestones and decisions

• Own annual and in-year headcount planning for the revenue organization, partnering with Finance and People to translate strategic priorities into capacity models

• Design and run the global quota-setting and territory planning process, balancing equitable territories to drive sales productivity

• Drive key strategic decisions across the revenue organization - customer segmentation, revenue team structure, and coverage model design

• Own the bottom-up pipeline model and targets across all GTM teams (Sales, Partners, Business Development, Marketing) and partner with Finance on the top-down forecast model

• Develop geo specific GTM strategies and evaluate market entry opportunities, using TAM and feasibility analysis to prioritize expansion geos

• Develop the partner GTM strategy with alliances and channel leadership, ensuring the partner motion and its targets are integrated with the broader GTM plan

• Partner with sales leadership and field operations leaders to prepare GTM performance materials for executive forums, including QBRs and Board meetings

• Work with sales compensation team to provide inputs into sales compensation design and drive analysis of how plan mechanics drive sales behaviors

Experience and Qualifications

The ideal candidate will:

• 10+ years in GTM strategy and finance in B2B SaaS or enterprise technology environment

• Experience managing and developing a team, with a track record of building high-functioning strategy functions

• Strong analytical skills and financial acumen; comfortable building and pressure-testing complex models and translating the output into clear strategic direction

• Hands-on ownership of segmentation, quota design, territory planning, and headcount modeling at scale

• Deep knowledge of B2B SaaS go-to-market models, including segmentation models, coverage design, and sales motion optimization, across different segments and sales motions

• Experience with market sizing, TAM/SAM analysis, and market entry prioritization

• Proven ability to operate at the executive level and managing and driving alignment across senior stakeholders

• Clear, concise communicator who can present rigorous work simply and credibly to a broad audience

• Experience designing or advising on sales compensation structures, with a clear understanding of how incentive mechanics drive behavior