In B2B technology firms, GTM has become more complex as buyers self-direct their purchasing journeys and recurring-revenue business models extend the firm's relationship with the customer well beyond the point of sale. The customer lifecycle now spans awareness and interest (marketing), consideration and purchase (sales), and adoption, retention, and expansion (customer success). These functions are highly differentiated in time orientation, goal orientation, and interpersonal orientation, which is why coordinating them has become a strategic priority and why integrative devices like RevOps have emerged to orchestrate the GTM motion as a unified system.