Principal GTM Strategist

Requirements

• 10-15+ years of progressive experience in corporate narrative strategy, macro content marketing, B2B product marketing, solutions marketing, GTM strategy, or related enterprise technology roles.
• Proven experience partnering with executive leadership and C-suite stakeholders to refine strategic messaging, shape thought leadership, and co-author high-visibility content.
• Strong ability to translate complex technology capabilities into business value propositions for executive and enterprise buyer audiences.
• Hands-on fluency with modern AI tools for market research, message development, content creation, workflow automation, and post-campaign analysis.
• Demonstrated experience developing narratives and GTM programs around

Additional Information

Here at Appian, our values of Intensity and Excellence define who we are. We set high standards and live up to them, ensuring that everything we do is done with care and quality. We approach every challenge with ambition and commitment, holding ourselves and each other accountable to achieve the best results. When you join Appian, you'll be part of a passionate team dedicated to accomplishing hard things, together. Appian is seeking a Principal GTM Strategist to help define, shape, and scale Appian's market narrative around AI automation. This senior individual contributor role will sit alongside Appian's Product Marketing and Solutions Marketing organization and focus on executive narrative development, macro thought leadership, AI-powered messaging systems, and localized go-to-market activation. his role will translate complex product, market, and technology concepts into clear, business-outcome-focused narratives that differentiate Appian in the market. The ideal candidate is a strategic thinker, strong writer, and cross-functional orchestrator who can partner with executives, Product, Marketing, Sales, Partners, and Communications teams to turn market insight into compelling narratives, scalable GTM programs, and measurable business impact. In this role, you will: Partner with senior leadership, product executives, and cross-functional stakeholders to shape Appian's macro market narratives and AI automation point of view. Translate complex technical capabilities, including AI-assisted development and AI automation, into compelling business-outcome narratives for executive audiences. Own the end-to-end lifecycle of Appian's messaging AI notebooks, including maintenance, optimization, accuracy, relevance, and adoption. Use AI-powered research tools, market data, and traditional research methods to uncover buyer friction points, economic shifts, industry trends, and competitive insights. Partner with Corporate Communications and PR teams to fuel media outreach, analyst conversations, influencer engagement, and external thought leadership. Collaborate with strategic partners, global systems integrators, and ISVs to develop co-branded ecosystem narratives and joint GTM messaging. Embed Appian narratives into partner-led channels, including external events, advisory boards, partner toolkits, and digital platforms. Convert macro thought leadership themes into scalable GTM toolkits for Sales, Field Marketing, Regional Demand Generation, and Sales Development teams. Build localized campaign guidance, narrative guides, and enablement materials that help teams break into new logos, accelerate stalled pipeline, and elevate deal value. Orchestrate internal collaboration across Product Management, Sales Engineering, Professional Services, Partners, Marketing, and Sales to create unified market-facing value propositions. Operationalize generative AI workflows and content automation tools to prototype, scale, and deliver high-quality assets across channels and buyer journey stages. Mine Salesforce, Marketo, BI platforms, and other operational systems to understand campaign performance, pipeline movement, buyer intent, and messaging effectiveness. Partner with Marketing Operations to build dashboards that measure the impact of thought leadership, narrative programs, and GTM campaigns on demand generation and sales progression. Success in this role will be measured by: Strength, clarity, and adoption of Appian's AI automation market narrative. Effectiveness of executive thought leadership, external messaging, and market-facing content. Adoption, usage, and quality of Appian's messaging AI notebooks and related AI-enabled systems. Impact of narrative programs on top-of-funnel demand, pipeline progression, and sales enablement. Quality and scalability of GTM toolkits used by Sales, Field Marketing, Regional Marketing, and Partner teams. Strength of cross-functional alignment across Product, Marketing, Sales, Communications, Partners, and Services. Effectiveness of partner and ecosystem narratives across GSI, ISV, and strategic partner channels. Ability to turn market insights, buyer friction, and competitive intelligence into actionable messaging and GTM programs.

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