It’s true, people. Go-to-market (GTM) is evolving faster than we can keep up.
On April 11, marketing, sales, and customer success teams from all over gathered in Salt Lake City for the GTM Partners Roadshow to talk about ways companies can pick up the pace by adopting a more holistic approach to growing their business. Traditionally, company sales funnels focus on streamlining sales and marketing initiatives. Studies show that companies are taking a closer look at their GTM strategies, with almost half (47 percent) making minor adjustments, which may include expanding their focus to include product and customer success. However, 11 percent of companies surveyed plan to adopt a completely new GTM strategy, and those are the brands to watch.
Making the choice to work on your GTM strategy is only the beginning. Which GTM approach is the right fit for your business? How will it affect team roles? Do you need to implement new technology?
Time and time again, we are reminded that sales growth is not a marketing problem, and it’s not a customer success problem: It’s a GTM problem. As long-time RevOps advocates, we’ve seen the impact that a holistic RevOps model can have on GTM strategies. If you want to compete with the 11 percent of companies that plan to implement new ways to attract customers, here are five factors discussed at the GTM Partners Roadshow that help build solid GTM strategies.
Coordinate Plays
Growth requires coordination across all aspects of the go-to-market strategy, including marketing, sales, and customer success.
When surveyed, 73 percent of sales teams found their sales process was positively affected in a critical manner when collaborating across departments. When teams coordinate their unique roles within the bigger picture, the result is higher revenue and customer satisfaction.
Craft the Customer Journey
The overall scope of GTM strategies is intention.
“In 2024, marketers need ‘intentionality.’ This isn’t a tactic or buzzword but a philosophy that emphasizes a values-aligned, audience-first approach,” says Alyssa Kopelman, director and head of corporate marketing at Healthline Media. “Businesses are facing financial headwinds and a competitive landscape. More than ever, marketing needs to be strategic and efficient. Intentionality means every action has a purpose, aligns with audience needs and can be connected to impact.”
For instance, marketing efforts may generate leads and create initial interest, but it’s the sales team’s responsibility to convert those leads into paying customers. Customer success teams then work to ensure ongoing satisfaction and loyalty, which can lead to additional sales and revenue growth through upselling, cross-selling, and referrals.
Create Clear and Compelling Market Positioning
Effective sales growth requires clear and compelling market positioning and messaging that resonate with target customers. This involves not only marketing’s efforts in crafting the brand image and value proposition but also sales teams’ ability to communicate that value proposition effectively during sales conversations and presentations.
Centralize Data with Territory Management Tools
Sales growth depends on more than legacy sales strategies and gut instincts. It depends on AI-backed,data-driven insight that reinforces sales team structure, automates territory management, and strengthens sales process optimization, pricing strategy, and sales enablement initiatives.
“In 2024, marketers recognize the inadequacy of classical marketing in formulating a go-to-market strategy,” says Daniel Raskin, cofounder and CMO at Mperativ. “This paves the way for marketing science, a novel approach centered on combining GTM data and AI, utilizing machine learning algorithms to understand GTM mechanics, drive crucial improvements and optimize the marketing engine for growth.”
Concentrate on Customer Retention and Satisfaction
Don’t underestimate the value of customer retention. First, studies show that 86 percent of buyers are willing to pay more for a great customer experience. With businesses leveraging a 60 to 70 percent chance of selling to an existing customer, compared to a mere 5 to 20 percent for a new prospect, customer retention is a bargain. Further, it reinforces the critical role customer success plays in driving sales growth by ensuring customer satisfaction, engagement, and retention.
By aligning these functions and focusing on the entire customer journey, companies can drive sustainable revenue growth and maximize customer lifetime value.
The success of this year’s GTM Partners Roadshow confirms that companies increasingly recognize the limitations of traditional sales funnels and see the need for more integrated GTM strategies.
We Can Help
Fullcast was built for RevOps leaders by RevOps leaders to bring together all of the moving pieces of our clients’ sales go-to-market strategies and automate their execution. We seamlessly connect go-to-market planning activities with tactical sales execution, enabling your operations, sales, finance, and customer success teams to make continuous adjustments in response to real-time strategy changes. From territory management to performance tracking, we operate with speed, agility, and AI-powered automation.
