Dear Friends & Members of Pavilion,
As 2024 comes to a close and we look ahead to 2025, I’m struck by what a transformative year it’s been. We have finally emerged from the depths of the tech recession and are entering a new normal. And yet that “normal” is marked by permanent volatility.
We’re not going back to the heyday of 2021.
Despite the challenges, success is very much within reach, and growth is happening—but the bar has been raised. We’re past the era of Growth at Any Cost and firmly in a quasi-permanent state of Profitable, Efficient Growth.
Today’s GTM executive must master the delicate balancing act of sizing bets while still having the courage to double down on proven winners. Understanding unit economics is no longer optional—it’s a necessity. Efficiency through automation, AI, and offshore support is essential for boosting margins and staying competitive.
See Pavilion’s 2024 by the numbers.
In 2024, Pavilion Chapters became the lifeblood of our network, hosting over 1,000 events worldwide—a 5x increase from 2023. These events, attended by nearly 8,000 members from Sydney to San Francisco to Amsterdam, fostered deep connections and collaboration.
2024 was a record-breaking year for Pavilion University. We rolled out 40 new schools and courses, launched a state-of-the-art On-Demand platform, and saw enrollments soar past 12,000. CRO School alone had over 1,000 enrollments. We launched the GTM Leadership Accelerator, focused on helping Associates ascend into the executive ranks, and added specialized courses like AI & Automation Strategies for GTM Leaders to equip members with cutting-edge tools to thrive in a dynamic market.
In October, we hosted GTM2024 in Austin, Texas—Year 2 for this remarkable event. The energy was palpable as over 800 GTM leaders convened to share insights, learn, and align around principles of sustainable and efficient growth. We heard from Benedict Evans on the future of technology, Kim Scott on the merits of radical candor, and continued to learn from experts like Gary Survis on how to incorporate AI into your GTM tech stack.
In 2024, the On the Bench program once again demonstrated Pavilion’s commitment to supporting members in their toughest moments. This year, we served over 1,500 members and directly assisted close to 400 in landing their next opportunities. In a year of continued market fluctuations, Pavilion proved to be a steadfast resource, reinforcing our mission to uplift and empower.
Topline Podcast is now in the top 0.01% of all podcasts worldwide, joining shows like 20VC, All-In, and The Daily, in no small part thanks to my incredible co-hosts AJ Bruno and Asad Zaman. We expanded our podcast offerings with The Revenue Leadership Podcast, featuring Toronto Co-Chapter Head Kyle Norton. The Topline Newsletter now has over 80,000 subscribers. Listeners and readers can also chat directly with hosts, guests, and other Topline followers in the public Topline Slack community.
In 2025, Pavilion will focus on three key themes that will connect our global summits, local events, and education:
Expect tailored events in 20 new Chapters (e.g., Lisbon, Las Vegas, Madrid) and enhanced functional programming for roles like Sales, Marketing, RevOps, and CS. Local Chapters will provide hands-on workshops, speaker forums, and exclusive networking sessions.
We’ll enhance our Member Hub with leaderboards, an improved Knowledge Hub featuring templates and resources, and AI-powered chatbots to provide instant insights on compensation, benchmarks, and GTM coaching.
Starting with AI & Automation Strategies for GTM in January, we’ll launch an AI for GTM Mastery Program and integrate CRO, CMO, and CCO Schools into a comprehensive GTM Mastery certification. Members earning this certification will gain promotion in Pavilion communications with investors and talent partners.
We made significant progress improving our Associate program in 2024. In 2025, expect even more. Each Chapter will have dedicated Associate Chapter Heads hosting exclusive events. We’ll expand the GTM Leadership Accelerator and launch new programs like Execution Decision-Making for GTM. Planning for our first Associate-only conference in 2026 will begin.
Pavilion comes to life at our events. For our third annual GTM conference, we’ll feature tracks focused on all of our big themes, including group masterminds and workshops designed to help you achieve breakthrough results.
To support members from Europe, the Middle East, and Asia, we’ll offer grants to ensure anyone can attend. With increased presence from top investors like Insight Partners and leading private equity firms, the event continues to grow as a premier gathering for GTM professionals.
I hope to see you there.
By the end of 2025, we’ll launch an exclusive membership tier for elite GTM operators. Inspired by our CEO community, this tier will feature Pavilion Cabals—small, curated groups of executives meeting bi-weekly for moderated discussions. Members will access private events and 1:1 sessions with VIP investors and thought leaders. Limited to 250 members in its first year, this invitation-only community is designed intentionally to maintain its privacy and exclusivity.
Through all these initiatives, our mission remains unchanged: to help you unlock and achieve your potential. Whether you’re climbing the corporate ladder, launching a startup, or navigating a career transition, Pavilion is here to provide the tools, knowledge, and community to help you succeed.
Together, we will continue to embody the spirit of giving before getting, of lifting each other up, and of building a world where collaboration and mutual support lead to extraordinary outcomes.
Over the years, Pavilion has become the unquestioned leader in Go-To-Market. We are the community that propels the ecosystem forward, and we do it together, every day.
The tides have finally turned. We have momentum and confidence. We have the tiger by the tail. Let’s do this.
Here’s to an incredible 2025 together.
Cheers,
Sam Jacobs