At NiCE, we don’t limit our challenges. We challenge our limits. Always. We’re ambitious. We’re game changers. And we play to win. We set the highest standards and execute beyond them. And if you’re like us, we can offer you the ultimate career opportunity that will light a fire within you.
So, what’s the role all about?
The NiCE GTM Orchestration Director is a senior cross-functional leader responsible for orchestrating end-to-end alignment across product, marketing, sales, pre-sales, enablement, customer success, professional services, and competitive intelligence. This role exists to solve a systemic organizational gap: while many disciplines contribute to bringing products to market, no unified mechanism currently ensures those disciplines operate cohesively — resulting in fragmented messaging, incomplete enablement, poor feedback loops, and suboptimal field execution.
The GTM Orchestration Director acts as the central integrator and forcing function, ensuring that all elements required to successfully commercialize a product are connected, complete, and effectively delivered to the field.
This role is chartered to:
Establish a repeatable, scalable GTM orchestration model across the organization
Eliminate disconnects across functional silos
Ensure the field is fully enabled, informed, and competitive
Create closed-loop feedback mechanisms from field execution back into product and marketing
Increase revenue productivity, competitive win rates, and product adoption
This role serves as the arbiter in the middle — ensuring the organization is not merely producing outputs (products, decks, events), but delivering cohesive, consumable, and actionable GTM packages to sellers.
Cross-Functional GTM Orchestration
Lead alignment across all revenue-impacting functions, including:
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Product Marketing, Field Marketing, and Partner Marketing
Sales & Pre-Sales
Enablement
Customer Success and Professional Services
Value Realization / ROI teams
Competitive Intelligence
Ensure all disciplines contribute to a complete A-to-Z GTM motion — not isolated deliverables — and create and enforce a structured process for bringing products to market, from innovation through field execution.
Product Commercialization Ownership
For assigned product(s) or portfolio streams, own:
Definition and validation of the value proposition
Development of clear, differentiated positioning
Delivery of complete GTM packages, including messaging, sales narratives, competitive positioning, enablement materials, and customer-facing collateral
Ensuring that sellers receive everything required to effectively sell a solution — not partial or fragmented inputs
Ensure that:
Sales teams understand the when, why, and how to sell each product
Pre-sales teams are equipped with technical depth and demo capabilities
Enablement programs are aligned and relevant to real-world selling scenarios
Proactively identify opportunities to sharpen field knowledge, clarify messaging, strengthen technical support, and deepen competitive positioning. Drive accountability to ensure sales teams are always equipped with the enablement they need to perform at their best.
Partner with competitive intelligence teams to:
Continuously monitor key competitors, including emerging AI-first players and platform competitors
Translate insights into actionable frontline guidance
Rapidly propagate competitive changes into messaging, enablement, and field marketing narratives
Equip sellers to respond to real-time competitive pressures
Feed field-identified competitive gaps back into product and marketing
Establish formal mechanisms for:
Capturing field insights — wins, losses, objections, and execution gaps
Feeding those insights into product development, marketing strategy, and messaging
Building scalable, repeatable systems to capture and propagate field learnings across the organization
Propagating learnings consistently across the organization
Organizational Influence and Change Leadership
Act as a senior cross-functional change agent
Drive alignment across teams with different KPIs, goals, and incentives
Challenge and improve outputs from any function when necessary — messaging, content, positioning
Apply executive-level influence to drive accountability, break down silos, and enforce standards
Serve as a single-threaded owner for GTM effectiveness across assigned domains
Portfolio Ownership (GTM Streams)
Own a defined set of products or solution areas
Scale responsibility based on strategic importance, market complexity, and revenue impact
Balance depth vs. breadth across high-priority growth areas and the broader product portfolio
Operating Model
Authority: Significant cross-functional influence across the organization
Orientation: Operates horizontally across the organization, not vertically within a single team
Function: Acts as the heliostat controller — aligning all functional mirrors toward a single output: successful field execution and revenue generation
Key Success Metrics
Increased sales productivity and win rates
Improved field readiness and adoption of new products
Reduced time-to-market for new capabilities
Higher consistency and quality of GTM messaging
Measurable improvements in competitive positioning effectiveness
Strong, repeatable feedback loops influencing product and strategy
Ideal Candidate Profile
Experience
Senior executive with deep experience across multiple disciplines: Sales, Marketing, Product, Pre-Sales
Strong operational and strategic acumen across complex, matrixed organizations
Track record of building GTM systems and processes in dynamic, high-growth environments
Capabilities
Proven ability to influence without authority and drive cross-functional alignment
Skilled at leading complex organizational change across teams with competing priorities
High credibility with field sales teams, product organizations, and marketing leaders
Comfortable operating in ambiguous, unstructured environments
Why This Role Exists
NiCE has built deep expertise across each discipline that contributes to GTM success. The opportunity now is to amplify that strength by creating tighter integration across those functions — unlocking greater revenue productivity, faster time-to-market, and more consistent field execution. This role is designed to capture that opportunity by:
Unifying strong individual disciplines into a cohesive, end-to-end GTM motion
Accelerating competitive responsiveness across messaging, enablement, and the field
Ensuring the full value of NICE's product portfolio is realized in every selling conversation
The GTM Orchestration Director will build the connective system that ensures all organizational efforts converge into a coherent, executable go-to-market motion that drives revenue outcomes.
What’s in it for you?
Join an ever-growing, market disrupting, global company where the teams – comprised of the best of the best – work in a fast-paced, collaborative, and creative environment! As the market leader, every day at NiCE is a chance to learn and grow, and there are endless internal career opportunities across multiple roles, disciplines, domains, and locations. If you are passionate, innovative, and excited to constantly raise the bar, you may just be our next NiCEr!
Requisition ID: 11138 Reporting into: VP of Sales Role Type: Individual Contributor
About NiCE
NICE Ltd. (NASDAQ: NICE) software products are used by 25,000+ global businesses, including 85 of the Fortune 100 corporations, to deliver extraordinary customer experiences, fight financial crime and ensure public safety. Every day, NiCE software ma
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