Director, Go-to-Market Strategy and Planning

SonarSource; Austin (TX); On-site; USD 180,000 - 240,000; Full time

Benefits offered by this job

Relocation assistance

Austin office presence

Job summary

Sonar is hiring a Director of GTM Strategy and Planning to lead global GTM strategy, coverage models, and quota design. The role partners with Finance, CRO, and CMO to drive annual plans, headcount, and territory optimization across regions and segments.

The role emphasizes analytical modeling, executive communication, and cross-functional leadership to align revenue operations with the company’s growth objectives. In-office with relocation support for the right candidate, based in Austin.

Qualifications

• 10+ years in GTM strategy and finance in B2B SaaS or enterprise technology environment.
• Experience managing and developing a team, with a track record of building high-functioning strategy functions.
• Strong analytical skills and financial acumen; comfortable building and pressure-testing complex models and translating the output into clear strategic direction.
• Hands-on ownership of segmentation, quota design, territory planning, and headcount modeling at scale.
• Deep knowledge of B2B SaaS go-to-market models, including segmentation models, coverage design, and sales motion optimization.
• Experience with market sizing, TAM/SAM analysis, and market entry prioritization.
• Proven ability to operate at the executive level and managing and driving alignment across senior stakeholders.
• Clear, concise communicator who can present rigorous work simply and credibly to a broad audience.

Responsibilities

• Drive the annual and ongoing GTM planning cycle in partnership with the CRO, CMO, GTM Strategy & Operations, GTM Analytics, and Finance, translating company plan into an integrated GTM plan across the revenue organization.
• Own annual and in-year headcount planning for the revenue organization, translating strategic priorities into capacity models.
• Design and run the global quota-setting and territory planning process, balancing equitable territories to drive sales productivity.
• Drive key strategic decisions across the revenue organization - customer segmentation, revenue team structure, and coverage model design.
• Own the bottom-up pipeline model and targets across all GTM teams and partner with Finance on the top-down forecast model.
• Develop geo specific GTM strategies and evaluate market entry opportunities, using TAM and feasibility analysis to prioritize expansion geos.
• Develop the partner GTM strategy with alliances and channel leadership, ensuring the partner motion and its targets are integrated with the broader GTM plan.
• Partner with sales leadership and field operations leaders to prepare GTM performance materials for executive forums, including QBRs and Board meetings.
• Work with sales compensation team to provide inputs into sales compensation design and drive analysis of how plan mechanics drive sales behaviors.

Skills

GTM strategy

Finance

Team leadership

Analytical skills

Financial modeling

Market sizing

Executive communication

Job description

Director, GTM Strategy and Planning, Global

Team: Revenue Operations

Location: Austin, Texas

Commitment: Full-time

Workplace Type: onsite

Who is Sonar?

Sonar enables organizations to ship agentic code with confidence. Code creation is abundant, but confidence is scarce. Our core platform, SonarQube, verifies over 750 billion lines of code every day, delivering agentic verification and governance for all code. Trusted by more than 7 million developers and 75% of the Fortune 100, including teams at Nvidia, ServiceNow, Booking.com, Goldman Sachs, AstraZeneca, and Ford Motor Company, Sonar enables organizations to reduce outages, improve security, and lower the cost and risk of agentic software development.
Founded in Geneva and now headquartered in Austin, Texas, Sonar has a global team working across offices and hubs, including Silicon Valley, London, Bochum, Barcelona, Singapore, Tokyo, and the Washington, D.C. area. At Sonar, we’re enabling enterprises to build agentic software factories that can move quickly while maintaining the control, consistency and evidence required to ship with confidence.

Position description

We’re looking for a Director, GTM Strategy & Planning to lead Sonar’s GTM Strategy and Planning. This role will own GTM strategy and coverage model, market prioritization, segmentation, headcount planning, comp design principles, quota setting and territory design, and pipeline targets. You’ll also be a key partner to Finance in setting our annual financial plan across all regions and segments.

This role is critical in defining Sonar’s GTM motion scales across existing velocity motion and how we move upmarket in enterprise with a consultative selling motion. This role will partner closely with the CRO, CMO, Post-sales leadership, Geo Sales Leadership, GTM Strategy & Revenue Operations and Finance. This role requires both the analytical approach to build frameworks and modeling and executive presence and partnership mindset to work with key stakeholders across GTM organization and beyond.

What You'll Do

• Drive the annual and ongoing GTM planning cycle in partnership with the CRO, CMO, GTM Strategy & Operations, GTM Analytics, and Finance, translation company plan into a GTM integrated operational plan across the revenue organization and holding the process accountable to key milestones and decisions
• Own annual and in-year headcount planning for the revenue organization, partnering with Finance and People to translate strategic priorities into capacity models
• Design and run the global quota-setting and territory planning process, balancing equitable territories to drive sales productivity
• Drive key strategic decisions across the revenue organization - customer segmentation, revenue team structure, and coverage model design
• Own the bottom-up pipeline model and targets across all GTM teams (Sales, Partners, Business Development, Marketing) and partner with Finance on the top-down forecast model
• Develop geo specific GTM strategies and evaluate market entry opportunities, using TAM and feasibility analysis to prioritize expansion geos
• Develop the partner GTM strategy with alliances and channel leadership, ensuring the partner motion and its targets are integrated with the broader GTM plan
• Partner with sales leadership and field operations leaders to prepare GTM performance materials for executive forums, including QBRs and Board meetings
• Work with sales compensation team to provide inputs into sales compensation design and drive analysis of how plan mechanics drive sales behaviors

Experience and Qualifications

The ideal candidate will:

• 10+ years in GTM strategy and finance in B2B SaaS or enterprise technology environment
• Experience managing and developing a team, with a track record of building high-functioning strategy functions
• Strong analytical skills and financial acumen; comfortable building and pressure-testing complex models and translating the output into clear strategic direction
• Hands-on ownership of segmentation, quota design, territory planning, and headcount modeling at scale
• Deep knowledge of B2B SaaS go-to-market models, including segmentation models, coverage design, and sales motion optimization, across different segments and sales motions
• Experience with market sizing, TAM/SAM analysis, and market entry prioritization
• Proven ability to operate at the executive level and managing and driving alignment across senior stakeholders
• Clear, concise communicator who can present rigorous work simply and credibly to a broad audience
• Experience designing or advising on sales compensation structures, with a clear understanding of how incentive mechanics drive behavior

In-office culture

We're intentional about this. We believe the best teams are built in the room together. Three anchor days - Mondays, Tuesdays, and Thursdays - create the collaboration rhythm that makes a hub office worth having.

Candidates need to be genuinely based in the location the role is posted - if that's not where you are today, we're happy to support relocation for the right person.

We value diversity, equity, and inclusion

At Sonar, we believe that our diversity is our strength. We are a global company that values and respects different backgrounds, perspectives, and cultures. We are committed to fostering a diverse and inclusive work environment where everyone feels valued and empowered to contribute their best. We are proud to be an equal opportunity employer and welcome all qualified applicants, regardless of race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.

If you need any accommodation, please reach out to us at [e-mail].

All offers of employment at Sonar are contingent upon the results of a comprehensive background check and reference verification conducted before the start date.

Applications that are submitted through agencies or third party recruiters will not be considered.