Principal GTM Strategist

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 youll 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 Appians market narrative around AI automation. This senior individual contributor role will sit alongside Appians 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 Appians 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 Appians 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 Appians AI automation market narrative.
• Effectiveness of executive thought leadership external messaging and market-facing content.
• Adoption usage and quality of Appians 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.

Qualifications:

• 1015 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 enterprise technology SaaS automation AI cloud or digital transformation.
• Experience designing scalable GTM toolkits field enablement assets sales narratives and campaign frameworks.
• Strong understanding of how Sales Marketing Product Communications and Partner teams work together to activate messaging in market.
• Experience using Salesforce Marketo BI platforms or related tools to analyze pipeline performance campaign effectiveness and buyer engagement.
• Excellent written verbal and presentation skills with the ability to simplify complexity without losing strategic depth.
• Strong executive presence intellectual curiosity and the ability to influence without direct authority.
• Bachelors degree in Marketing Corporate Communications Business Strategy Product Management or a related field or equivalent practical experience.

Preferred Qualifications:

• Experience building thought leadership programs around AI automation process transformation or enterprise software.
• Experience working closely with Product Marketing Solutions Marketing Corporate Communications Analyst Relations or Sales Enablement teams.
• Experience designing joint GTM narratives co-branded assets or partner campaigns with global systems integrators ISVs or strategic alliance partners.
• Experience creating messaging systems AI notebooks content engines or scalable knowledge-management tools.
• Strong understanding of enterprise buying committees Fortune 500 executive audiences and complex B2B sales motions.
• Experience building dashboards or reporting frameworks to measure the impact of content thought leadership or GTM programs.
• Ability to operate as both a strategic thinker and hands-on orchestrator moving seamlessly from market thesis to execution.

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Tools and Resources

• Training and Development: During onboarding we focus on equipping new hires with the skills and knowledge for success through department-specific training. Continuous learning is a central focus at Appian with dedicated mentorship and the First-Friend program being widely utilized resources for new hires.
• Growth Opportunities: Appian provides a diverse array of growth and development opportunities including our leadership program tailored for new and aspiring managers a comprehensive library of specialized department training through Appian University skills based training and tuition reimbursement for those aiming to advance their education. This commitment ensures that employees have access to a holistic range of development opportunities.
• Community: Well immerse you into our community rooted in respect starting on day one. Appian fosters inclusivity through our 8 employee-led affinity groups. These groups help employees build stronger internal and external networks by planning social educational and outreach activities to connect with Appianites and larger initiatives throughout the company.

Benefits

Appian offers a comprehensive benefits package designed to support your health wellbeing and financial future. Benefits may include health coverage Employee Assistance Program (EAP) with free mental health support life and disability insurance an Employee Stock Purchase Program (ESPP) a retirement/pension plan wellness dollars tuition reimbursement family-forming benefits and more. Benefits vary by countryplease ask your Talent Acquisition contact for details specific to the location you are applying to.

About Appian

Appian provides AI automation for mission-critical work. We automate complex processes in large enterprises and governments. Our platform is known for its unique reliability and scale. Weve been automating processes for more than 25 years and understand enterprise operations like no one else. For more information visit . Nasdaq: APPN

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