Director of Go To Market

Ideas | People | Trust 

We’re BDO. An accountancy and business advisory firm, providing the advice and solutions entrepreneurial organisations need to navigate today’s changing world.  

We work with the companies that are Britain’s economic engine – ambitious, entrepreneurially-spirited and high growth businesses that fuel the economy - and directly advise the owners and management teams that lead them.  

We’ll broaden your horizons 

Our Sales & Marketing team is building a function that reflects who we are: open, trusted and focused on shaping what matters. You’ll join a team big enough to offer big priorities and commercial challenges, yet personal enough to ensure you’re supported and empowered from day one. 

Here, we think beyond. You’ll bring ideas, challenge thinking and help shape how we deliver campaigns, insights and engagement across the business. Working closely with internal clients, you’ll deepen your understanding of our sectors and see how connected teams drive our 2028 growth ambitions. 

From strategic storytelling to capability‑building and smarter ways of working, you’ll grow your skills while working with people who care about doing the right thing. 

We’ll help you succeed 

In this team, development is central to how we work. You’ll have access to best‑in‑class training, clear capability frameworks and hands‑on learning that give you the confidence and skills to grow quickly.  We make it personal with supportive teams where you belong, are trusted, and take transformative work on early. You’ll collaborate across service lines and leadership levels, building relationships grounded in openness and accountability. 

You’ll bring your best - taking ownership, delivering quality and building trust across the firm. In return, you’ll get clarity, fair feedback and the development you need to succeed. You won’t just complete tasks - you’ll help shape how the team evolves and how we support the business. 

Role purpose

The Director of Go-to-Market leads the Heads of GTM and the wider GTM Business Partner capability across BDO’s Service Streams, Sectors and Regions. The role ensures deployed teams focus on the right markets, buyers and opportunities, with the skills and capacity required to deliver clear growth outcomes for the firm.

The role has firm-wide responsibility for the Sales & Marketing planning process and, as Head of the GTM capability, defines GTM excellence, sets consistent standards and strengthens the capability of the team. It owns the GTM framework, commercial architecture, planning standards and deployed Business Partner model, ensuring GTM is buyer-led, insight-driven and focused on the highest-value opportunities.

The Director works closely with Clients & Markets Partners across Service Streams, Sectors and Regions to agree growth priorities and determine where Sales & Marketing can have the greatest impact. As a member of the Sales & Marketing Executive, the Director also works with the Directors of Sales, Marketing and Operations to move priorities effectively from strategy into execution and make best use of the function’s people, tools and technology.

Key responsibilities

• Define and maintain the firm-wide GTM framework

• Translate growth strategy, market opportunity and buyer need into clear commercial priorities

• Establish how sectors, services, propositions and buyer issues come together within the GTM model

• Challenge fragmented or service-led activity and combine value propositions where this will create stronger market or buyer engagement and better commercial outcomes 
• Define the GTM standards and commercial decision framework used within the Sales & Marketing planning process

• Set expectations for how Heads of GTM diagnose, contract and prioritise demand

• Provide challenge where priorities are fragmented, insufficiently evidenced or competing for limited capacity
• Set the approach for market segmentation, buyer understanding and opportunity identification
• Lead the commercial definition of priority propositions, including the target buyer, buyer problem, differentiated value and supporting proof

• Define a consistent approach for developing Sales Plays that bring together a priority opportunity, target buyers, their business needs, BDO’s proposition and the intended commercial outcome

• Evaluate the effectiveness of Sales Plays, scaling approaches that deliver value and adapting or stopping those that do not 
• Lead the Heads of GTM and the GTM Business Partner capability across Service Streams, Sectors and Regions, ensuring their priorities and activity contribute directly to the firm’s growth strategy and most significant revenue opportunities

• Set clear standards, role expectations and ways of working for deployed GTM teams

• Coach and develop senior GTM leaders and strengthen capability across the team

• Bring together the appropriate Sales & Marketing capabilities across the Find, Win and Grow client lifecycle to support agreed GTM priorities

• Ensure briefs clearly define the opportunity, required outcome, ownership and measures of success before work moves into execution

• Improve hand-offs from identifying priority markets and opportunities, through converting opportunities into clients, to developing and expanding existing client relationships, while maintaining clear accountability within each capability

• Build learning from campaigns, pursuits, client conversations and wins and losses back into GTM planning

• Scale what creates value and stop activity that does not 
• Contribute to function-wide strategy, priorities and investment decisions

• Build trusted relationships with senior Partners and leaders across the firm

You'll be someone with:

• Significant senior experience in GTM, commercial strategy, market strategy, business development or a related discipline within professional services
• Strong commercial judgement and understanding of B2B buying behaviour

• Experience operating in a complex matrix environment and influencing senior stakeholders

• Proven ability to translate strategy and insight into clear commercial priorities

• Experience shaping segmentation, propositions, GTM plans or Sales Plays

• Strong understanding of how Sales, Marketing and Operations combine to drive growth

• Confidence using market and commercial data to inform decisions

• Strong people leadership and capability-building experience

• Experience of commercial transformation is advantageous

• Professional services experience is beneficial

At BDO, we’ll help you achieve your personal goals and career ambitions, and we have programmes, resources, and frameworks that provide clarity and structure around career development. 

We’re in it together 

Mutual support and respect is one of BDO’s core values and we’re proud of our distinctive, people-centred culture.  From informal success conversations to formal mentoring and coaching, we’ll support you at every stage in your career, whatever your personal and professional needs. 

Our agile working framework helps us stay connected, bringing teams together where and when it counts so they can share ideas and help one another.  At BDO, you’ll always have access to the people and resources you need to do your best work. 

We know that collaboration is the key to creating value for the companies we work with and satisfying experiences for our colleagues, so we’ve invested in state-of-the-art collaboration spaces in our offices.  BDO’s people represent a wealth of knowledge and expertise, and we’ll encourage you to build your network, work alongside others, and share your skills and experiences.  With a range of multidisciplinary events and dedicated resources, you’ll never stop learning at BDO. 

We’re looking forward to the future  

At BDO, we help entrepreneurial businesses to succeed, fuelling the UK economy.  Our success is powered by our people, which is why we’re always finding new ways to invest in you. Across the UK thousands of unique minds continue to come together to help companies we work with to achieve their ambitions 

We’ve got a clear purpose, and we’re confident in our future, because we’re adapting and evolving to build on our strengths, ensuring we continue to find the right combination of global reach, integrity and expertise. We shape the future together with openness and clarity, because we believe in empowering people to think creatively about how we can do things better.  

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