Staying Aligned in GTM Strategies: Best Practices and Insights

Hi All, curious to hear how others are thinking about this: When you’re building or executing GTM strategies, how do you stay aligned with what’s actually happening in your market, competitors shifting, messaging changing, new plays being rolled out? Not asking for tool recs, just genuinely wondering how people keep a pulse on these things without drowning in noise or adding more work for the team. What’s worked for you? What hasn’t?