Director, GTM Strategy and Planning, Global

Sonar; San Mateo (CA); On-site; USD 180,000 - 260,000; Full time

Job summary

Sonar in San Mateo, CA seeks a Director of GTM Strategy & Planning to own strategy, coverage, quota setting, and territory design across all regions. You will partner with Finance, CRO, CMO and Revenue Ops to shape the annual plan and drive performance.

This role requires 10+ years in B2B SaaS GTM, strong analytical modeling, executive communication, and leadership of a strategy team. Relocation support is available; in-office culture emphasizes regular presence on anchor days.

Qualifications

• 10+ years in GTM strategy and finance in B2B SaaS or enterprise technology environment.
• Proven leadership of 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.

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 a GTM integrated operational plan across the revenue organization and holding the process accountable to milestones.
• 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.

Skills

GTM strategy

Finance acumen

Leadership

Segmentation

Quota design

Territory planning

Executive communication

Tools

Excel

Job description

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. We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.