How to Adjust Your GTM Strategy When Things Don’t Go to Plan
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This document discusses adjusting go-to-market (GTM) strategies when plans do not go as expected. It emphasizes the importance of trust and alignment between sales and marketing teams. A GTM strategy is described as an evolving plan to engage customers and gain a competitive advantage. The document suggests that GTM strategies should adapt to changing needs using account intelligence to prioritize and personalize approaches. Effective coordination between sales and marketing teams is highlighted as a key indicator of account-based success.
How to Adjust Your GTM Strategy When Things Don’t Go to Plan
- 1. 1 Copyright © 2022 Demandbase How to Adjust Your GTM Strategy When Things Don’t Go to Plan
- 2. 2 Copyright © 2022 Demandbase Today’s Speakers Chris Moody Head of GTM Thought Leadership Demandbase Stephanie McArthur ABX Expert Demandbase
- 3. 3 Copyright © 2022 Demandbase “Everyone has a plan until they get punched in the mouth.” – Mike Tyson
- 4. 4 Copyright © 2022 Demandbase Doing more with less What’s the biggest GTM challenge today?
- 5. 5 Copyright © 2022 Demandbase What’s most critical to driving growth? Source: DGR 2022 C-Suite Go-To-Market Benchmark Survey
- 6. 6 Copyright © 2022 Demandbase What are the biggest alignment challenges? Source: DGR 2022 C-Suite Go-To-Market Benchmark Survey
- 7. 7 Copyright © 2022 Demandbase What is GTM Strategy? A go-to-market (GTM) strategy is a plan that details how an organization can engage with customers to convince them to buy their product or service and to gain a competitive advantage. - Gartner ● Not one size fits all ● Always evolving ● Plural, not singular ● Inclusive of ABM and demand gen
- 8. 8 Copyright © 2022 Demandbase You can have your cake and eat it too… Account Based Sales Roles Traditional Marketing Roles Account Based Marketing Roles Traditional Sales Roles Ideal Customer Profile (ICP) Target Account Engaged Account Quality Lead / Account Open-Opp Closed-Won Retain and Expand ABM and Demand are not Exclusionary
- 9. 9 Copyright © 2022 Demandbase “Handful” – median 14, mean 39 $2M-$100M++ “Dozens” – median 50, mean 177 $250K – $2M “Hundreds” – median 500, mean 6.2K $50K – $250K Your GTM Is a Spectrum of Styles Targeted Demand Gen (ICP) 1 : MANY ABX 1 : FEW ABX Your GTM is a spectrum of styles. It’s also a balancing act… 1 : 1 ABX “Handful” – median 14, mean 39 $2M-$100M++ “Dozens” – median 50, mean 177 $250K – $2M “Hundreds” – median 500, mean 6.2K $50K – $250K “Thousands” <$50K Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study
- 10. 10 Copyright © 2022 Demandbase Adapt & Prioritize GTM strategies will frequently change, your team and technology must be capable of adapting to meet the business needs. Using Account Intelligence helps adapt, prioritize, and personalize. Source: DGR 2022 C-Suite Go-To-Market Benchmark Survey
- 11. 11 Copyright © 2022 Demandbase A Word on Trust Just one direct report feeling that trust needs to be improved lowered the trust rating across the team 32 percentile points Source: Forbes “Losing Trust: The Impact Of One Team Member On Employee Engagement”
- 12. 12 Copyright © 2022 Demandbase Trust is Needed for Alignment “I don't ever want sales to say, Who picked these accounts? ” -Jodi Lebow, Director of Marketing at Hexagon “No implementation of technology is going to magically bring sales and marketing together.” -Jeffrey L. Cohen, Director, Analyst at Gartner
- 13. 13 Copyright © 2022 Demandbase When Sales and Marketing Play Nice Old: The Hand-Off New: Exquisite Orchestration TOPO: #1 indicator of account-based success is the coordination between marketing and sales Source: TOPO’s 2019 Benchmark survey
- 15. 15 Copyright © 2022 Demandbase 74% Say sales’ awareness of marketing campaigns is important to win their business1 Of B2B sales reps who receive alerts to key actions required on opportunities say these alerts help them do their job better1 When sales and marketing teams are aligned, companies see an average of 19% faster revenue growth and 15% higher profitability2 SOURCE: 1. SALESFORCE, STATE OF THE CONNECTED CUSTOMER 2. SIRIUSDECISIONS, KEYNOTE AT SIRIUSDECISIONS SUMMIT 2019 85% Share insights Align data Coordinate interactions 2 19% Degrees of Alignment 1 3
- 16. Don’t count the people you reach; reach the people that count. – David Ogilvy
- 17. 17 Copyright © 2022 Demandbase Engagement metrics tell you relationship quality
- 18. 18 Copyright © 2022 Demandbase • Value • Volume • ConVersion • Velocity
- 19. 19 Copyright © 2022 Demandbase Key Elements of Program Impact
- 20. 20 Copyright © 2022 Demandbase From there we can… Digital Marketing uses Account-Based Advertising to reach accounts showing intent in my product in an effort to increase the number of engaged accounts this quarter. Digital marketing uses website personalization to increase time on site, in an effort to increase account engagement this quarter. SDRs use intent data to personalize outreach to new target accounts in an effort to move their accounts from Qualified to Engaged this quarter.
- 21. 21 Copyright © 2022 Demandbase Data Changes Predictive Scores Intent Behaviors People/Account Activity Website Visits CRM MAS Sales Inbox/Calendars Take Action(s) Email 3rd Party Ad Channels List Building/Updates Sales Automation Direct Mail CRM Changes Sales Tasks/Alerts If this…. Then that…. AUTOMAGICALLY!! From there we can…
- 22. 22 Copyright © 2022 Demandbase Multiple GTM Strategies Will Coexist Source: Gartner Double Funnel
- 23. 23 Copyright © 2022 Demandbase Rinse and repeat forever and ever.
- 24. 24 Copyright © 2022 Demandbase Thank you!