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Go-To-Market (GTM) is widely used but rarely well-defined. Is it a marketing strategy? A sales motion? A product launch plan? In reality, GTM is an ongoing, cross-functional process that ensures a company can repeatedly bring value to market. Many organizations struggle with GTM due to silos, misalignment, and an over-reliance on product as the center of the strategy. This post explores a better approach—shifting from a linear model to a circular, synchronized system that aligns brand, marketing, sales, product, operations, and finance. We also introduce the "Starling Birds Effect"—a model for teams to move fluidly, like a murmuration in flight. If GTM challenges have slowed your growth, this framework offers a new way forward.