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Category: GTM Strategy
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Diagnosing Go-To-Market Execution Issues
Go-to-market execution issues present various symptoms in Private Equity and VC-backed companies. The most obvious symptom is a top or bottom-line miss. Other symptoms of go-to-market execution issues might include: Troubleshooting these symptoms can yield a list of soundbites causes if not done correctly. These soundbite diagnoses might include: While these issues might be causing…
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How Customer Value Drives Go-To-Market Strategy and Tactics
Companies utilize a go-to-market strategy with everything from high-touch enterprise sales models to low-touch/no-touch transactional motions. SAP and Oracle are great examples of enterprise motions. Atlassian Jira is an excellent example of a no-touch product. How do you know which go-to-market strategy model is suitable for you? The main element to differentiate the model is…
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16 Lessons From Scaling a Marketing Org
I was invited to address a top NY tech company in 2022 on a subject of my choice. The CMO was on my team earlier in his career, and since they were in a period of rapid growth, we thought talking about scaling would be appropriate. The address is the basis for this blog. Below…
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Reducing Unnecessary CRO and CMO Turnover – Six Alignment Checks to Troubleshoot Go-To-Market Issues
Introduction The list of soundbite issues that cause CRO and CMO replacement is long: We have all heard these issues either directly when a recruiter calls or when we get an explanation for why an executive has been replaced. The problem with these sound bites, and the problem with acting on these soundbites, is that…
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10 Marketing Lessons From Working as a PE Operating Partner
After running numerous marketing and sales teams over the years, I had the opportunity to be an operating partner at a private equity firm for two years. Operating Partners perform due diligence on potential investments, serve as interim operating executives where needed, do short-term projects in the portfolio companies and just generally support the portfolio…
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Shifting to Product-led Growth
A common theme in a lot of CMO searches is the desire to find someone who knows how to do product-led growth models. The story for the hiring companies is somewhat similar – a company is looking to drive more volume sales with freemium models, or more e-commerce from what is today a classic MQL/SQL…
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9 Considerations for Becoming a Multi-Channel Revenue Machine
At some point in a company’s growth, the inbound only, USA only, inside sales only revenue model starts to run out of gas. I have seen this a few times, and it is a function of: size of the market growth rate of the market your revenue relative to the size and market growth market…
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Customer Journey – The Real Process That Matters
Everyone has their funnel sales steps, their sales process, their lead follow up system. If you have read my book on marketing metrics, you get an outline for how to measure the marketing process from driving traffic, converting the traffic, nurturing, passing leads to sales and into the sales funnel. But what all these processes…
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Aligning Sales and Marketing – Top 11 Things You Can Do Today
This list is based on a talk I did at Inbound15. The talk was around how the marketing consultants are leading us astray with sales and marketing alignment. This is a distilled list of the action items. Good Luck! 1. Throw out written service level agreements Nothing says we are not on the same team…
