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Why your GTM strategy is failing and how to fix it
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.
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Introduction to Go-To-Market strategy, growth framework, and importance of focusing on core strengths.
Discussion of the 3Ps of GTM transformation: Problem, Product, and Platform market fit.
Polls gauge ownership of GTM within companies and likens GTM to product development.
Roles of executives in GTM; emphasizes RevOps as a crucial growth component.
Details frameworks for ideation, transition, and execution phases of GTM.
Reflects on company health and highlights book reviews emphasizing the importance of assessment.
Postulates that retention is more crucial than acquisition in today's market strategies.
Presents MOVE framework with four key questions addressing operations, market, velocity, and expansion.
Summarizes practical applications of 3Ps and MOVE framework in real business contexts.
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Why your GTM strategy is failing and how to fix it
- 1. @sangramvajre Why Your Go-To-Market Strategyis Broken and How to Fix it. A New Framework To Accelerate Growth & Build Long-Term Differentiation
- 2. @sangramvajre Being Intentional ismore important than being brilliant. Sangram Vajre
- 3. @sangramvajre Trying everything underthe 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. Tryingeverything 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 GTMBusiness Transformation Growth Transformation Problem-Market fit Ideation Product-market fit Transition Platform-market fit Execution GTM MATURITY
- 6. @sangramvajre The 3Ps with someexamples 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 foundthe 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 atransformational 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 ownsGTM in your company? A. CEO B. CMO C. CRO
- 10. @sangramvajre Three Truths That WillFix Your Go-To-Market Nightmares
- 11. @sangramvajre Poll: GTM islike? A. Creating a new vision B. Training a new employee C. Building a new product
- 12. @sangramvajre Brian Halligan, CEOof 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?
- 13.
- 14. @sangramvajre Poll: Who runsoperations in a modern GTM team? A. Finance Ops B. Revenue Ops C. Marketing Ops
- 15. @sangramvajre 99% of CMOsand CROs ask this one question every week... Truth #2: RevOps is the new Growth Lever
- 16. @sangramvajre Ideation (Problem-Market fit): OutboundOpportunities Qualified Pipeline Inbound Funnel Revenue All templates are on theMOVEbook.com
- 17. @sangramvajre Transition (Product-Market fit): KeyAccount Engagement Average Deal Size Pipeline Velocity Win Rates All templates are on theMOVEbook.com
- 18. @sangramvajre Execution (Platform-Market fit): Netand Gross Retention Rate Multi-product Deals Pipeline by Cohorts Expansion ARR Product Usage All templates are on theMOVEbook.com
- 19. @sangramvajre “…. And themost 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 Whois focused on YOUR customers? CFO CPO CTO
- 21. @sangramvajre “Company B ended the yearwith 5x the ARR.” Truth #3: Retention is the new Acquisition
- 22. @sangramvajre Truth #3: Retentionis the new Acquisition
- 23. @sangramvajre MOVE: 4 QuestionGTM 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 andthe 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 andthe 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 yournext 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