---
id: ins_chirayu-akotiya-content-engine-scaling
title: 'Replace the marketing org with a growth team to fix GTM alignment'
operator: Chirayu Akotiya
operator_role: Global Head of Marketing | Hiring for Field Marketing and ABM Leaders
source_url: https://www.campfirelabs.co/blog/growth-or-marketing-team
source_type: thread
source_title: "Leena AI's Chirayu Akotiya: Growth Teams are the Future of Go-To-Market"
source_date: 2026-04-10
captured_date: 2026-05-04
domain: [content]
lifecycle: []
maturity: applied
artifact_class: framework
score: { originality: 3, specificity: 3, evidence: 2, transferability: 3, source: 3 }
tier: B
related: []
raw_ref: raw/linkedin/reactions/linkedin-reactions-2026-04-10.md
---

# Replace the marketing org with a growth team to fix GTM alignment

## Claim

The traditional marketing-then-sales handoff is broken. At Leena AI, building a growth team with five sub-functions, product marketing, content, brand, demand gen, and revenue marketing (the SDR/BDR/ABM unit), and setting cross-functional KPIs that depend on other functions (sales enablement owns lead-to-meeting; product marketing owns sales velocity and win rate) is what actually drives alignment.

## Mechanism

Functional KPIs reward local optimization that breaks the funnel. Cross-functional KPIs force teams to collaborate to hit their own number, so the alignment problem solves itself instead of needing offsites. Pod-style organization by product (not geo) keeps each motion tight.

## Conditions

Holds for multi-product B2B SaaS with mature funnel and identifiable cross-team handoff failure points. Fails for early-stage single-product companies where the structure is overhead.