From Research to Revenue: Building GTM Strategy on Real Insights

Everyone’s racing to bolt AI onto their GTM motion right now. Fewer people are asking the more basic question: do you actually understand your market well enough to know what to say to it?

Before she was building GTM strategy, Lina Andolf-Orup spent years in market research and competitive intelligence at Sony Ericsson and Nokia reading markets for a living, long before “marketing” was the job title. In this session, she unpacks how that research discipline translates into sharper positioning and messaging, built and tested before a single campaign goes live, not patched together after the fact.

This is a session about the unglamorous groundwork (real market and competitive insight) that most GTM teams skip past on their way to the shiny stuff, and what it actually buys you when the campaigns launch.

What you’ll walk away with:

• A practical way to turn market and competitive research into a positioning point of view

• What to validate before you brief a single campaign

• Why insight is still the thing most GTM strategies are missing