top of page
Caitlin, Director, GTM Enablement & Productivity at Software Company: Advize Career Interview
Caitlin, a Director of GTM Enablement & Productivity at a Software Company, offers a compelling perspective on a dynamic and impactful career path.
From studying English linguistics and wine to thriving in sales, diverse experiences shaped expertise. This role involves operationalizing go-to-market strategy, requiring sales acumen, peer-to-peer communication, and constant learning.
Days are never monotonous, filled with collaborations with data scientists and competitive research.
While challenges exist in influencing colleagues without direct authority, the high visibility, opportunity to learn, and contributions to DEI efforts make this industry incredibly rewarding.
Caitlin emphasizes the importance of intellectual curiosity, prioritizing timely delivery over perfection, and making informed decisions.
College experiences, such as working in a winery tasting room, instilled valuable time management skills.
Ultimately, finding success as a woman in the tech industry involves embracing opportunities, excelling with hard work, and holding the door open for others, making this career path one of constant growth and significant impact.
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Caitlin Bercha
Director, GTM Enablement & Productivity
Software Company
Cal Poly SLO
MBA - University of San Diego
Majors
Industries
Job Functions
Traits
English, Writing & Education
Technology
Business Strategy
None Applicable
Watch all of this Advizer's videos below
Career Path Of A Director Go To Market Enablement And Productivity At A Software Company
Caitlin studied English linguistics and wine and viticulture in college and had internships in sales, operations, and marketing at companies like Heineken and Fox Racing Shocks. Initially wanting to be a copywriter, Caitlin "ended up in sales" after undergrad and has remained in sales for 15 years, which "made all the difference."
Main Responsibilities Of A Director GTM Enablement And Productivity At A Software Company
Caitlin's primary responsibility as a Director, GTM Enablement & Productivity at a Software Company is to "operationalize and bring to life" the company's go-to-market strategy for the field organization, which includes sales, pre-sales, solutions architects, and customer success. This involves providing the "knowledge, skills, process and tools" necessary for everyone to perform their jobs effectively and achieve organizational goals outlined in the annual go-to-market strategy.
A Day In The Life Of A Director Go To Market Enablement At A Software Company
A day in the life of a GTM enablement and productivity director is anything but monotonous; as Caitlin puts it, "every day looks a little bit different," with time spent collaborating with PhD-level data scientists to develop accessible training, uncovering winning sales strategies, and conducting "really extensive research" on the competitive landscape. This dynamic nature, driven by a variety of responsibilities, is precisely what makes the role so engaging.
Most Important Skills For A Director, Go To Market Enablement And Productivity At A Software Company
For Caitlin, a Director of GTM Enablement & Productivity, sales experience is paramount, as "sales is the single most transferable skill you can ever have in business," equipping one with crucial abilities like discovery, communication, and active listening. The ability to speak "peer to peer" with frontline sellers is also a must, as is knowing what to say and when to say it.
Favorite Parts of Being a Go To Market Enablement and Productivity Director at a Software Company
Caitlin finds the high visibility of the role and the opportunity to "learn something new" every day most enjoyable, as it allows for regular presentations to C-suite executives and collaborations with subject matter experts, including PhD-level data scientists and industry leaders, which provides invaluable mentorship opportunities. This privileged situation, born from expertise and experience, makes the role incredibly exciting.
Biggest Challenges Faced by a Go-to-Market Enablement and Productivity Director at a Software Company
As a team of one in GTM Enablement & Productivity, Caitlin's biggest challenge is relying on the goodwill of colleagues to share their expertise, which means needing to "sell people on why they should help." Fortunately, leveraging skills honed as a seller, Caitlin reports a consistently high conversion rate when pitching initiatives to the organization for assistance.
Favorite Parts of Working in the Software Industry as a Go to Market Enablement Director
Caitlin enjoys the software industry due to its rapid pace of change, which forces "organizations to stay super sharp," along with the opportunity to build roles and functions, especially at smaller companies, where career pathways can be developed. Furthermore, Caitlin appreciates the chance to contribute to diversity, equity, and inclusion efforts within the industry, which has "historically been knocked for its lack of" these values.
What Type Of Person Thrives In The Software Industry According To A Director Of Go To Market Enablement At A Software Company
Caitlin, a Director of GTM Enablement & Productivity, suggests that people who thrive in software and tech are typically "intellectually curious" and enjoy continuous learning. Additionally, success is often found by those with "elegant intensity or like really natural competitiveness" who are driven but also collaborative, recognizing the increasingly saturated and competitive nature of the industry.
What a Go-to-Market Enablement Director at a Software Company wishes they had known before entering the Software industry
Caitlin wishes someone had stressed the importance of prioritizing "just in time" delivery over perfection, especially when transitioning from sales to a go-to-market enablement role because often "nobody really cares how elegant or how beautifully wrapped things are" as long as the essential information reaches the right people when they need it. The key takeaway is to embrace "good enough" to avoid holding up valuable initiatives.
Entry-Level Positions For Aspiring Sales Professionals
For undergraduates and graduate students looking for entry-level positions in the GTM Enablement & Productivity field, Caitlin suggests considering roles in sales, like business development representative, sales representative, or account manager, because "there is so much opportunity to not only build your sales skillset, but also to gain exposure to industries, to executives." Caitlin even claims that "everybody should start their career in sales" to learn baseline sales skills for any career, and these roles are fun, plentiful, and pay well.
Significant Career Lesson From A Go To Market Enablement Director At A Software Company
Caitlin emphasizes the importance of making decisions based solely on available information, especially when considering new career paths or roles, as it grounds choices in reality rather than speculation, preventing potential missteps, and impacting career trajectory. This lesson, learned through trial and error and solidified by advice from others, underscores the need to "assess it for what it is" and avoid wishful thinking.
College Experiences That Helped a GTM Enablement Director at a Software Company Succeed
While in college, Caitlin worked full-time at a winery tasting room which, beyond the financial benefits, taught invaluable time management skills and helped discover a love for connecting with people from all walks of life, making it "easily the best thing" from undergrad. This experience allowed Caitlin to hit the ground running post-graduation, with time management skills, the knowledge that Caitlin "liked people," and a clearer idea of career aspirations, which ultimately aided the career professional to excel as a Director, GTM Enablement & Productivity at Software Company.
How Identity Has Influenced a Director, Go-to-Market Enablement and Productivity at a Software Company's Career
Caitlin acknowledges that software and technology historically had a bad reputation for diversity, equity, and inclusion, but this has changed in the last 10 years, and believes that if one can "get used to being the only one in the room sometimes, and also remember to hold the door open for others," the industry is actually a wonderful place to be as "your work just speaks for itself just like everyone else" and opportunities open up. They believe the approach to the industry should be without fear and to "get out of your own head."
Advizer Personal Links
bottom of page