SABON · GLOBAL GTM OPERATING SYSTEM
Global GTM Operating System
Four specialist functions planned the same campaign on four timelines. Markets got the toolbox too late to run it well.
- Role
- Global GTM Process Lead & Systems Architect
- Change
- 4 campaign plans → 1 shared framework
- Scope
- Cross-functional process design, milestone governance, operating cadence and global rollout
360° Toolbox Delivery
M-2M-5
+3 months lead time
Dedicated Toolboxes
M-1M-3
+2 months lead time
Campaign Strategy
4 plans1 framework
One shared 360° framework
Decision Gates
03
Formal cross-functional reviews
In brief
Situation
Four functions planned one global campaign on four timelines. Markets got the toolbox too late to run it.
Task
One cadence across every function, so 12 markets were launch-ready.
Action
One GTM process, M-12 to launch: 4 plans into 1 framework, 3 decision gates, one owner per milestone.
Result
The 360° toolbox now lands at M-5, not M-2, and the cadence is the operating standard.
From parallel channel silos to one synchronized GTM engine.
Legacy Model
Pre-2026
Unified GTM Operating System
Current
- Planning4 parallel channel plans1 cross-functional process from M-12
- Sign-offInformal sign-offs3 formal decision gates
- Toolbox delivery360° at M-2, dedicated at M-1360° at M-5, dedicated at M-3
- AccountabilityUnassigned by milestone1 named owner per milestone
- ReportingNo standard framework1 global reporting framework
Toolbox delivery, moved months earlier
The 3-gate decision cadence.
One documented process governs planning, translation and validation, from campaign brief to a signed-off global toolbox.
- Decision
- One Marketing File opens; four channel workstreams begin as one cross-functional plan.
M-notation: M-12 = twelve months before launch.
Centralized cadence, decentralized domain ownership.
The GTM Process Lead coordinates timing, decisions and toolbox readiness. Each function retains ownership of its specialist deliverables.
Orchestration
GTM Process Lead
Orchestration, cadence, master calendar and gate facilitation.
Domain ownership
Communication
- Concept
- PR
- Master assets
Digital
- E-commerce
- Performance media
- CRM
Retail
- Visual merchandising
- Retail collateral
- POS assets
Education
- Store-staff training modules
- Enablement
Domain ownership
Communication
- Concept
- PR
- Master assets
Digital
- E-commerce
- Performance media
- CRM
Retail
- Visual merchandising
- Retail collateral
- POS assets
Education
- Store-staff training modules
- Enablement
View the source coordination model
Piloted, then adopted as the operating standard across 12 markets.
- 2026PilotModel piloted and refined across flagship campaigns.
- LiveOperating standardThe full M-12 process now runs the main commercial campaigns, live across 12 international markets.
- NextExtended scopeExtending to secondary commercial activations and key shopping moments.
One global process. Earlier delivery. Clearer accountability. Stronger market readiness.