Why your GTM strategy is failing and how to fix it
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The document discusses the challenges and solutions related to go-to-market (GTM) strategies, emphasizing the importance of finding a 'lane of genius' and aligning teams across marketing, sales, and customer success. It presents a framework called the 3Ps (Problem-Market Fit, Product-Market Fit, and Platform-Market Fit) and introduces the MOVE framework for effective GTM operations. Key insights include that retention is the new acquisition and that revenue operations (RevOps) play a critical role in driving growth.
Why your GTM strategy is failing and how to fix it
- 1. @sangramvajre Why Your Go-To-Market Strategy is Broken and How to Fix it. A New Framework To Accelerate Growth & Build Long-Term Differentiation
- 2. @sangramvajre Being Intentional is more important than being brilliant. Sangram Vajre
- 3. @sangramvajre Trying everything under the Sun to see what works “Anything is possible” Finding the ONE thing that you are truly good at “Your lane of genius” Earning the right to do more than one thing “Become legendary”
- 4. @sangramvajre 2016 Better Acquisition 2017 Pipeline Velocity 2018 Account Expansion 2019 ABM is B2B. 2021 GTM runs B2B. Trying everything under the Sun to see what works “Anything is possible” Finding the ONE thing that you are truly good at “Your lane of genius” Earning the right to do more than one thing “Become legendary”
- 5. @sangramvajre The 3Ps of GTM Business Transformation Growth Transformation Problem-Market fit Ideation Product-market fit Transition Platform-market fit Execution GTM MATURITY
- 6. @sangramvajre The 3Ps with some examples Transformation GTM MATURITY Problem-Market fit Ideation Product-market fit Transition Platform-market fit Execution Growth Marketing and SMB owners Marketing + Marketing Automation Marketing, Sales and Customers Success Sales only Sales Cloud ALL Clouds 1940 - Barbeque to Orange juice 1948 - Hamburgers, Fries & Soda (87%) 40,000 stores, 100 countries, value > $150B Millennials biz + life $3M in 2018 Business-only newsletter $20M by 2020- Marketing, Tech, Retail newsletters 2009 - Podcast answering twitter Qs 2011- Top podcast (one channel focus) $100M deal with Spotify in 2020 to expand
- 7. @sangramvajre You haven’t found the ideal customer Heavy discounting in the sales process Poor demand and win rates Churn is killing your business Relying on heroics Sales players Customers unsure of ROI Pulled in feature wars Can’t predict so can’t scale Can’t say NO to anything or prioritize Teams not aligned on the executive strategy Who owns GTM? But how do you know your GTM is broken?
- 8. @sangramvajre GTM is a transformational process for accelerating your path to market with high-performing revenue teams delivering a Connected customer experience. Repeatable, scalable Not a product launch Not just a Sales channels Customer Success + Marketing + Sales is your entire GTM team Creating a frictionless experience Not a strategy & not a project
- 9. @sangramvajre Poll: Who owns GTM in your company? A. CEO B. CMO C. CRO
- 10. @sangramvajre Three Truths That Will Fix Your Go-To-Market Nightmares
- 11. @sangramvajre Poll: GTM is like? A. Creating a new vision B. Training a new employee C. Building a new product
- 12. @sangramvajre Brian Halligan, CEO of Hubspot (public company over 100,000 customers) Kiara Vajre, CEO of Vajre home (6-year old that has endless questions) Truth #1: GTM is like building a new product (not a strategy) Where we going?
- 14. @sangramvajre Poll: Who runs operations in a modern GTM team? A. Finance Ops B. Revenue Ops C. Marketing Ops
- 15. @sangramvajre 99% of CMOs and CROs ask this one question every week... Truth #2: RevOps is the new Growth Lever
- 16. @sangramvajre Ideation (Problem-Market fit): Outbound Opportunities Qualified Pipeline Inbound Funnel Revenue All templates are on theMOVEbook.com
- 17. @sangramvajre Transition (Product-Market fit): Key Account Engagement Average Deal Size Pipeline Velocity Win Rates All templates are on theMOVEbook.com
- 18. @sangramvajre Execution (Platform-Market fit): Net and Gross Retention Rate Multi-product Deals Pipeline by Cohorts Expansion ARR Product Usage All templates are on theMOVEbook.com
- 19. @sangramvajre “…. And the most important part is I learned how doomed the company I currently work for really is.” “...I would buy this book for the scorecard templates alone.” themovebook.com Early reviews of the book might shock you...
- 20. @sangramvajre CSO CEO CMO Your Company Org Chart Who is focused on YOUR customers? CFO CPO CTO
- 21. @sangramvajre “Company B ended the year with 5x the ARR.” Truth #3: Retention is the new Acquisition
- 22. @sangramvajre Truth #3: Retention is the new Acquisition
- 23. @sangramvajre MOVE: 4 Question GTM Framework Operations: What do you need to operate effectively? Market: Who should you market to? Velocity: When can you scale your business? Expansion: Where can you grow the most?
- 24. @sangramvajre The 3Ps and the MOVE framework in action Transformation GTM Team Market Operations Velocity Expansion Business Outcomes TAM Ad-hoc Reactive Single threaded expansion Segments Aligned Proactive Partial expansion Cohorts Integrated Prioritized Full expansion Leads Sales Led Accounts Sales & Marketing Customers Customer Success + Sales & Marketing Inefficient Growth Efficient Growth Efficient Growth at Scale GTM MATURITY Problem-Market fit Ideation Product-market fit Transition Platform-market fit Execution Growth
- 25. @sangramvajre The 3Ps and the MOVE framework in action Transformation GTM MATURITY GTM Team Market Operations Velocity Expansion Business Outcomes Problem-Market fit Ideation Product-market fit Transition Platform-market fit Execution Marketers and SMB owners “Inbound” Machine w/Website Grader like tools High Churn w/new category Freemium model Marketing + MA Acquired Performable to get into MoFu and MA space 4,500 customers Launched big agency driven Revenue model Marketing + Sales + Customer Success 60% customers - free trial, Majority customer at $10K ACV, ~100% net revenue retention, 40% revenue from agency partner program 100,000 customers, $1B ARR $1M customer, International is 44% of revenue, Marketing/Sales/CMS/Service Hubs from SMB to Enterprise Leads Sales Led Accounts Sales & Marketing Customers Customer Success + Sales & Marketing Inefficient Growth Efficient Growth Efficient Growth at Scale Growth
- 26. @sangramvajre @sangramvajre What is your next MOVE? TheMOVEbook.com For assessment, templates, scorecards, worksheets Problem-Market fit >> GTM is like building a new Product Product-Market fit >> Rev Ops is the new growth lever Platform-Market fit >> Retention is the new acquisition