GTM Hiring in US Tech Scale-Ups: What Candidates Want and How to Compete in Q4

As US tech scale-ups race toward year-end revenue goals, the competition for high-performing go-to-market (GTM) talent is sharper than ever. From account executives to customer success leaders, these hires are the people who will make or break a scale-up’s ability to grow, retain customers, and outpace rivals. But what are candidates asking for as we head into Q4? And how should companies adapt to secure them?

We spoke with our teams who are working daily with GTM talent across the US to get a first-hand view of priorities, pitfalls, and hiring signals. The message is clear: the bar has never been higher, and speed matters.

What GTM Candidates Are Prioritising Right Now

The motivations of GTM professionals are shifting subtly but significantly. While the fundamentals of competitive compensation and career progression remain, candidates are sharpening their focus on what they’re selling and where that might take them long-term.

• Product quality is paramount: “People want to go to the companies with the bleeding-edge, game-changing technologies,” says Tim Watson, GTM Director at Henderson Scott, “If the product is strong, candidates know it’s easier to sell, and the upside in commission is real”.
• Equity and the start-up dream: The allure of working at a disruptive company, particularly one offering equity, is still strong. The chance of financial security through a successful sale or IPO continues to be a driver.
• Flexibility, not just remote: While hybrid and remote setups are now table stakes, candidates are paying closer attention to how flexibility is offered. Travel-heavy roles are raising eyebrows, especially where the expectation feels out of step with modern GTM structures.
• Career growth and leadership visibility: Beyond title changes, candidates want clear pathways into leadership, mentorship from senior figures, and reassurance that the business has the funding and backing to deliver growth.

In Demand Roles in GTM Hiring

As scale-ups mature, the shape of their GTM teams shifts. Right now, two roles stand out:

Account Executives (AEs): With scale-ups fighting to land market share fast, AEs are in highest demand. “Speed, capability, and existing networks are invaluable,” notes Tim, “Clients need people who can hit the ground running in highly competitive markets.”

Customer Success (CS): As recurring revenue remains a key priority of tech businesses, customer success has transitioned from nice-to-have to mission-critical. Companies without dedicated CS functions are now seen as behind the curve.

Other functions like SDRs, partnerships, and RevOps remain important, but it’s AEs and CS hires that are commanding the most urgency as 2026 approaches.

How Scale-Ups Are Competing for GTM Talent

The tactics for securing top performers are evolving. Compensation remains central, but it’s not the only differentiator. In niche industries, product-led attraction is key as candidates already know which products are best-in-class, and the more innovative and sellable the product, the more magnetic the company brand becomes.

Strong financial backing also provides a funding advantage as not only does it win credibility, but it enables businesses to offer more competitive total packages, blending base salary, commission, and equity.

Finally, culture and speed are playing a bigger role. Where comp packages may be similar, candidates are choosing companies that move decisively in hiring and offer authentic leadership visibility. A cumbersome process or vague employer brand is increasingly a deal-breaker.

Red Flags Turning Candidates Off

Even companies with strong products and funding can lose candidates through avoidable missteps. Some of the biggest friction points our recruiters highlight include:

• Excessive travel in roles where remote-first or hybrid approaches are expected.
• Unrealistic salary bands advertised up-front, only for offers to come in significantly lower.
• Slow or unclear hiring processes, including delayed feedback and vague job specs, which create the impression of internal uncertainty.

As Tim puts it: “Waiting too long is a killer. Candidates don’t hang around when they’ve got multiple offers in play.”

Movement Trends Heading Into Q4

So far, Q4 doesn’t look like a dramatic shake-up but there are signals of rising activity:

• Introductory interviews: Many scale-ups are starting exploratory conversations, testing market availability before formally opening roles.
• Post-midyear reflection: Candidates are assessing whether their current role is aligned with their career trajectory, especially after midyear reviews. This is creating a trickle of movement, though not yet a full-scale “September surge”.

While the wave hasn’t broken yet, the signs suggest a busier market as 2026 planning ramps up.

Advice for Tech Hiring Managers

If there’s one takeaway for scale-ups competing for GTM hires before year-end, it’s this: act now.

“If you know you’re going to hire, pull the trigger now,” advises Tim. “The market will swamp in Q4, and you’ll be up against huge competition for the best talent.”

To sharpen your edge:

• Simplify and accelerate your hiring process with tight feedback loops, clear specs, and swift decision-making.
• Lead with your product story by showcasing innovation, traction, and customer outcomes in every candidate interaction.
• Be transparent on comp and expectations and avoid over-promising, but ensure packages reflect market realities.
• Invest in CS and AE hiring now before rivals lock in the most experienced candidates.

For US tech scale-ups, winning GTM talent isn’t just about filling headcount, it’s about setting up for sustainable growth. Candidates are more discerning than ever, weighing product strength, equity potential, and culture alongside pay and flexibility.

The good news is that the talent is out there. The challenge is speed, clarity, and alignment between what you’re offering and what top GTM professionals value most.

Heading into Q4, those who move early, lead with product credibility, and streamline their hiring processes will have the best chance of securing the people who can turn ambition into reality.

If you want to secure top GTM talent before year-end, now is the time to act. Our recruiters are speaking with the best candidates in the market every day, giving us real-time visibility on what it takes to hire (and keep) them. Don’t wait until Q4 competition peaks. Get in touch with us today to discuss how we can help you build the GTM team that will drive your next stage of growth.