go-to market recommendations for marketing leaders

Sangram Vajre is the CEO of GTM Partners and he delivered his keynote on day two of The MarTech Conference.

Go-to-market strategies are an organization’s plans to get customers to purchase a product or a service, and to gain a competitive edge. This can include new product launch, rebranding or introducing a product to a different market.

Here are five tips to help you get started with your GTM strategy.

1. You should have a clear ROI story

You will need to give your customer and anyone else who is interested in your business some assurances about your company’s health. Have a clear ROI to share.

Vajre said that without an ROI story your customers will run. Most companies are led by their CFOs, so it’s up to you to find out how [to tell this story].

Digging deeper: More Pressure on B2B Marketers to Prove ROI

2. Your most important metric is net revenue

Net revenue retention (NRR), which is measured as a percentage, is more important to a business than other revenue metrics such as annual recurring revenue. This is because the metric shows that a company can grow even if it doesn’t acquire new customers.

Vajre gave the example of two different companies. The first company had a lower annual revenue ($35,000,000) than the other ($50,000,000), but a higher net return of 120% as opposed to 75%. Vajre prefers to work with the first company.

Vajre stated that “even if the economy is completely down, this firm will be able double its revenue due to a higher NRR”.

He said that “NRR is the most important metric on which you should focus.” If you don’t know what your goal is, figure out a way to achieve it.

3. Try out different go-to-market strategies

Vajre said that “Go-to market motions” are more than just inbound and outbound.

There are actually seven different go-to-market actions:

Organisations often use up to four of these movements at once.

He said that it takes time to learn what works. “Maybe you’re a product-led grower. Maybe it’s not for you because you work with enterprises, and you need a different model. You need to make sure that you are using at least two models at once in order to get the halo effect.

4. Meet your customers on the road

The COVID-19 pandemic has made it difficult to meet face-to-face in the past three years. In this period, marketers have found new ways to connect, such as through smaller “roadshows”.

Vajre is not a substitute for meeting face-to-face.

Vajre said, “Get out of the zoom boxes and meet with your customers.” “I’ve never lost a six figure deal when I met with the executive team of [a customer].

5. Clarity, focus and alignment are essential for leaders

Clarity should be a top priority for marketing leaders. Vajre promotes what he calls “CAT”: Clarity, Alignment and Team.

Vajre advised that teams should meet as often as possible. Be clear about where you are going, align on who is doing what, and ensure that everyone knows their role in this larger pie, in this larger go-to market operating system.

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