Go-to-Market 23: The Adaptive Growth System That Turns Customer Intent into Lasting Impact
Malley, E. (2025) ‘Go-to-Market: Customer Intent & Impact’, Coruzant Technology, June. Available at: https://coruzant.com/digital-strategy/go-to-market-customer-intent-impact/ (Accessed: 13 June 2025).
About Coruzant Technology:
Coruzant Technology is a leading digital publication recognized for its focus on innovation, digital transformation, and actionable business strategy. The platform features thought leadership from global experts at the intersection of technology, leadership, and enterprise growth, serving a diverse audience of industry professionals and decision-makers.
-By Eric Malley, Editor-in-Chief of EricMalley.com
Author of “Go-to-Market Playbook: 23 Proven Strategies to Achieve Super Bowl-like Success in Market Penetration and Revenue Growth in 2025”
GTM 23 isn’t just a framework it’s a living, adaptive system that transforms how brands interpret and act on customer intent, using multidimensional thinking to drive lasting market impact.
What If Your Marketing Strategy Could Think for Itself?
Imagine if your go-to-market strategy wasn’t just a checklist, but a dynamic, adaptive system one that evolves in real time, aligns your teams, and keeps pace with your customers’ ever-changing expectations. That’s not a pipe dream. It’s exactly what I designed after 25 years of building and launching over 80 products across industries like AI, HealthTech, luxury goods, and e-commerce.
Enter Go-to-Market 23: The Adaptive Growth System™ a suite of 23 battle-tested strategies that map the real journey from customer intent to market impact. At its core is Spherical Philosophy™, a framework for multidimensional, adaptive business thinking that helps organizations thrive in complexity.
The Problem with GTM Today? It’s Linear. Life Isn’t.
In my experience as a Fractional CMO and product marketing strategist, I’ve watched dozens of companies launch amazing products only to see them flatline because their GTM process was overly rigid, shallow, or stuck in siloed thinking.
Too many GTM strategies are structured like step-by-step ladders. But real growth doesn’t happen in neat lines. It happens in loops through adaptive listening, cross-functional thinking, and emotional intelligence.
That’s where Spherical Philosophy™ comes in. It encourages teams to think in layers, not lanes circling around customer objectives, actions, and intent until resonance is found. By applying this multidimensional approach, you don’t just launch campaigns, you launch movements that adapt, evolve, and grow with your market.
Spherical Philosophy™: The Core of Adaptive Growth
Spherical Philosophy™ is more than a mindset it’s a strategic operating system for modern organizations. Inspired by the geometry of a sphere, this philosophy recognizes that true growth is never linear or one-dimensional. Instead, it happens in all directions at once, requiring awareness of every touchpoint, every stakeholder, and every possible outcome.
With Spherical Philosophy™:
- Teams are trained to anticipate change, not just react to it.
- Strategy is built to flex and adapt as new data, customer feedback, and market signals emerge.
- Silos are broken down, replaced by cross-functional collaboration and shared objectives.
- Every decision is informed by empathy, context, and a holistic understanding of the customer journey.
This approach injects human awareness into digital systems, ensuring your strategy is always in sync with the real world. Spherical thinking enables organizations to spot opportunities for growth that others miss, and to build resilience into every layer of their go-to-market engine.
It’s not just a philosophy. It’s a competitive advantage that turns intent into impact, and impact into sustainable growth.
The Core of GTM 23: Intent. Action. Objective.
Every one of the 23 GTM moves I’ve built focuses on three customer pillars:
- Intent — What are they silently solving for?
- Action — How are they behaving when no one’s watching?
- Objective — What outcome matters most to them (not you)?
Let’s walk through just a few of the plays from the GTM 23 system that have helped teams reduce CAC by 20%, increase lead conversion by 35%, and grow digital traffic by more than 300% year-over-year.
Play #1: Build an Intent Loop, not a Funnel
Outcome: 3x higher re-engagement rates post-launch.
Funnels are fragile. They assume everyone walks the same path. In contrast, intent loops assume each customer may enter with different needs and circle multiple times before converting. When I led a fragrance-tech brand launch in 2025, we used intent loops to guide every ad placement, landing page test, and retargeting campaign.
Play #7: Turn Sales Playbooks into Real-Time OS
Outcome: 22% lift in close rate within 6 weeks.
Sales teams need more than static decks. They need modular, living playbooks powered by pattern recognition and feedback. In one B2C tech project, we rewired sales enablement to work like a responsive system messages were tweaked live based on CRM behavior.
Play #12: Train Teams in Empathy-Driven Product Messaging
Outcome: Campaigns that validate customer identity and drive loyalty.
What would happen if your product messaging was drafted by someone who deeply understood not just the demographics, but the emotional reality of your customer? That’s the goal. Whether it’s mid-market SaaS or luxury home goods, the campaigns that win are the ones that validate the customer’s identity, not just their pain points.
Play #16: Retarget Like a Human
Outcome: CTRs jumped 46% in one quarter.
We re-engaged a 23,000-person inactive user base by segmenting not by clicks but by behavior type and product sentiment. Our team crafted custom messages, not just offers. We didn’t say, “Come back for 20% off.” We said, “We saw what you loved here’s more of it.”
Play #21: Make Cross-Functional Harmony Your KPI
Outcome: Time-to-launch cut in half.
If your product, growth, and brand teams don’t operate on the same rhythm, your GTM is a guessing game. We developed shared OKRs between departments. That move alone cut time-to-launch in half.
Why Spherical Thinking Wins in 2025
Spherical Philosophy™ is the antidote to outdated, linear business thinking. In today’s market, customer expectations, technology, and competition are evolving in real time. Linear plans break under pressure; spherical systems flex, adapt, and thrive.
With Spherical Philosophy™ at the heart of GTM 23:
- You anticipate impact in all directions from brand perception and user engagement to sales team confidence and post-sale loyalty.
- Your teams collaborate, share insights, and respond to feedback without missing a beat.
- You build not just growth, but resilience ensuring your go-to-market engine is ready for whatever comes next.
Spherical thinking isn’t just about seeing the big picture; it’s about understanding how every part of your business connects and influences the whole. That’s how you turn customer intent into lasting impact.
Real-World Results from GTM 23
Let’s go beyond theory. When I led the go-to-market for a luxury furnishings brand, we married aspirational identity (Ralph Lauren) with HomeGoods practicality. The GTM 23 system guided our launch:
- Intent Discovery revealed that buyers were less status-driven and more style-security focused.
- Cross-functional loops ensured manufacturing, marketing, and CX teams aligned on voice and values.
- Post-launch KPIs improved 3x over previous category benchmarks.
The takeaway? GTM 23 adapts to the customer not the other way around.
Final Thought: Your GTM Isn’t Just a Plan It’s Your Voice
If you’re a founder, CMO, or strategist gearing up for a launch, don’t just ask, “What’s our plan?” Ask, “What do we stand for?” Then back it with structure and soul.
That’s what Go-to-Market 23: The Adaptive Growth System™ gives you. Spherical Philosophy™ ensures your strategy is multidimensional, adaptive, and always human-centered.
Build the next generation of launches ground your go-to-market in strategy, empower your teams, and let every move be driven by clear intent. Make multidimensional thinking your standard and ensure your growth engine is as adaptive as your market demands.
About the Author
Eric Malley is the visionary behind Spherical Philosophy™ and Editor in Chief of EricMalley.com. Recognized as a leading authority on AI-driven strategy and organizational transformation, Eric helps leaders and teams navigate complexity with clarity, adaptability, and resilience. As a published author and trusted advisor to organizations across industries, he empowers tomorrow’s innovators to bridge technology with human insight, unlocking sustainable growth and competitive advantage.
