Principal GTM Strategist

Job Description

Job Description

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.

Qualifications:

• 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 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.
• Bachelor's 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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The base salary range represents a good faith and reasonable estimate of the range at the time of posting. Actual compensation will be dependent on a number of factors including, but not limited to, the candidate's relevant work experience, qualifications, internal peer equity, and market and business conditions that exist when extending an offer. A discretionary bonus may be awarded in recognition of individual and company performance.

In addition, Appian provides generous benefits offerings that include a 401(k) plan with company match, flexible time off, paid parental leave, medical, dental, and vision plans, life insurance, disability insurance, wellness programs, flexible spending accounts, health savings account contributions, an employee referral bonus program, and learning and development resources. Certain positions may be eligible for equity awards.

Pay and benefits are subject to change at any time, consistent with the terms of any applicable compensation, commission, bonus, or benefit plans.

Base Salary Range

$150,000—$300,000 USD

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: We'll 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 country—please 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. We've been automating processes for more than 25 years and understand enterprise operations like no one else. For more information, visit appian.com. [Nasdaq: APPN]

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Appian is an equal opportunity employer that strives to attract and retain the best talent. All qualified applicants will receive consideration for employment without regard to any characteristic protected by applicable federal, state, or local law.

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