Your marketing teams aren't aligned — and it's killing your launches. In this episode of Run the Play, Christina Lang (ex-VP Global Marketing, Mozilla · Twitch · Meta) breaks down the exact go-to-market process she used to fix cross-functional chaos at some of the biggest platforms in tech.David and Christina worked side by side at Twitch during its post-Amazon acquisition growing pains, where siloed teams, competing priorities, and a lack of shared language were derailing launches. Christina walks through how she diagnosed the real problem — which wasn't process at all, but communication — and rebuilt the GTM system from the inside out. She shares why identifying the organization's "power center" is your critical first move, how to earn buy-in without slapping your name on it, why documentation matters but over-documentation kills adoption, and her philosophy of "micro changes" that let you transform a process without anyone noticing. You'll also hear her non-negotiable GTM principles: simplify to three steps (planning, alignment, launch), decide who actually needs approval authority versus who just needs visibility, and why the best process operators never get praised — and why that's the point. Whether you're at a 20-person startup or a 5,000-person enterprise, this conversation gives you a real operator's playbook for getting cross-functional teams rowing in the same direction.Chapters:00:00 Introduction01:18 Intro to Christina Lang02:04 Twitch Post-Acquisition04:34 A Million Goals, But How to Find the Main Priority?06:32 When No One's on the Same Page07:40 GTM as a Communication Problem14:59 How to Get Buy-In20:36 Why Even the Best Idea Fails Without Buy-In23:15 GTM Non-Negotiables26:41 What Stays and Doesn't Stay in Process28:58 Who Actually Needs to Be in the Room31:58 Process Exists Whether You Want It To🔔Subscribe to Run the Play for more conversations with operators who've actually built the thing.🔗 Follow Lang on LinkedIn: / christinalang 🔗 Learn more about Field Vision: http://www.fieldvisiongroup.com About Run the PlayRun The Play is a podcast from Field Vision, a fractional CMO and growth marketing firm for digital media, entertainment, and creator economy startups. Hosted by David Hampian, former Global Head of Audience Development at Amazon and Senior Director of Global Integrated Marketing at Twitch. Each episode features conversations with senior marketing, brand, and talent leaders on the strategies that actually drive growth.About Field VisionField Vision is a fractional CMO and growth marketing firm for digital media, entertainment, streaming, and creator economy startups — seed to Series D. Founded by David Hampian, former Global Head of Audience Development at Amazon and Senior Director of Global Integrated Marketing at Twitch, with additional leadership experience at Pandora and Hard Rock International.