GTM 77: Building a Top-Down Sales Strategy While Maintaining a Bottoms-Up Approach with Leena Joshi

Leena Joshi is Co-Founder & CEO of CloseFactor, a GTM strategy and execution platform that helps enterprise tech hone in on the exact right prospective customers and accelerates their conversion by helping your sales and marketing teams be contextually relevant to them.

She has led GTM teams at high scale B2B companies such as Splunk, VMware, Redis and has a unique perspective on the convergence of sales and marketing into an efficient, high performing GTM organization.

What You Will Learn:

  • The differences in go-to-market motions across different stages of organizations. 
  • The theme for the year is go-to-market convergence.
  • Leena’s experience finding the right go-to-market motion at CloseFactor. 
  • Creating an outbound motion through inbound tracking. 
  • How selling value is a tactic that is working for CloseFactor.


(14:08) Maintaining focus on the ICP in the early days, including turning revenue down.

(23:13) The importance of curiosity and a beginner’s mindset.

(25:38) Finding a leader who has your back.

(28:19) Building a top-down sales strategy while maintaining a bottoms-up approach.

(32:28) The importance of hiring the right salespeople and balancing long-term and short-term thinking in sales.

(32:56) One thing revenue leaders believe to be true that Leena thinks is bull$***.

(36:03) One thing that is working for Leena in go-to-market right now.

Guest Speaker Link:

Host Speaker Links:

Common Room enables you to turn any buyer activity into pipeline. It ingests all of your product usage data, intent data, social activity, community conversations, and CRM insights to automatically surface high-intent leads and timely, relevant context so your sales reps can convert more customers and hit revenue targets faster. You can try it for free today, or book a demo to go deeper at

The GTM Podcast
Don’t miss The GTM Podcast dropping every Tuesday discussing true stories and experiences including trials and tribulations in the Go-To-Market world.

Before helping found GTMfund, Scott spent 4 years at Outreach as Director of Strategic Engagement. He was in charge of aligning key relationships with VCs, BoDs, ecosystem partners and community members to drive revenue and strategic initiatives across Outreach. Scott initially ran revenue/partnerships for Sales Hacker (which was acquired by Outreach in 2018). Prior to Sales Hacker, he led and built outbound Business Development teams at Payfirma and MediaValet. Scott also advises for a number of high growth start-ups and is the host/author of The GTM Podcast and The GTM Newsletter. At GTMfund, Scott leads all fundraising efforts and runs the media arm of the firm. He’s also responsible for assessing investments, team management, LP/community relationships and GTM support for founders.

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