The Hidden Time Drains Burdening GTM Teams and What Leaders Can Do About Them

In this discussion from WSWA Access Live, Cara Pepper Day and Lauren Magee explore the hidden time drains affecting go-to-market (GTM) teams across the beverage alcohol industry. As expectations around execution, compliance, and visibility continue to grow, many teams find themselves slowed down by manual processes, disconnected systems, and delayed insights. Cara and Lauren shift the conversation from technology alone to leadership—highlighting where valuable time is lost inside GTM organizations and what leaders can do to reduce friction and empower their teams to focus on selling and building stronger retail relationships.

Key Takeaways

• Manual data entry and tool friction remain major barriers to GTM efficiency, often pulling reps away from revenue-generating activities.

• Unified data and better visibility across systems help teams move from reactive reporting to proactive decision-making.

• AI and image-based execution tools can turn everyday field activities—like taking shelf or display photos—into real-time insights that improve compliance, coaching, and performance.