Support Growth with Your Ideal GTM Strategy
B2B companies are facing headwinds - economic, financial, staffing, technological and many more. According to statistics from GTM Partners and Bombora, 37% of B2B companies expect to miss their revenue goals in 2023, with 53% reporting a lower-than-expected pipeline. Despite this, today’s market leaders have found ways to adapt.
What are these companies doing that others aren’t?
Based on my work with B2B brands, it is clear that there is a contrast between those struggling and those succeeding in today’s challenging climate. My work demonstrates that many more B2B companies could be hitting their revenue targets right now if only their teams had answers and were moving in the same direction based on a relevant GTM strategy.
Many indicators point to the lack of a unified GTM strategy. These include:
A lack of demand
Concerns about Product-Market Fit
Too many unqualified leads
Low average contract values
Sales stalling out
Decreased close rates
B2B startups and mid-market companies have shorter runways and cannot afford to waste time or money doing the wrong things. That is the purpose of my post today. After four years scaling my own startup and the last 20 leading marketing for growing B2B brands, I’ll tell you that the symptoms above are indicators of a broken GTM strategy.
As a leader, you may push your team to perform better while knowing deep down that something critical is missing. Winging it, neglecting the research and not answering the essential questions are handicapping your decision-making. Successful organizations operate differently. So, you have a choice to keep working harder and harder towards an uncertain future and trust that your team will have the answers (when you know they don’t), or you can take a beat right now and recenter everyone around the customer, start listening and build a winning blueprint.
To accomplish this, you must start by understanding your Company’s DNA.
Which type of company are you?
What is the north star that guides your decisions?
How can you know when you’re off track?
Then, begin to understand your Customers and the Community that surrounds them.
Who is your buyer?
What are their jobs to be done?
Who influences them?
Where do they turn to find solutions like yours?
Next, understand your ideal Category.
Where in the market today do you stand to gain the most traction?
What is the strongest position for you to hold?
Who else believes what you believe?
From there, you want to understand the Context of your market.
What are the forces impacting your buyer?
What do buyers want most?
How do you fit into that scenario?
Finally, you want to glean insights from your Competitors.
Where are they focusing their investments?
How are they marketing themselves?
Inconsistencies that result in your target market being unaware or confused about who you are and why you matter to them now are handicapping your ability to perform. Getting clear answers to questions like the above will provide clarity for customers and allow leaders to view your business and the market through the same informed prism.
For ~20 years, I have worked with high-growth B2B companies with tons of pressure to perform but few resources and little time. I have led these companies through a short and powerful process that answers the most critical questions standing in the way of growth.
It starts with listening to internal stakeholders and customers, followed by researching the market, competitors and trends. From there, my team and I triage the insights and facilitate a collaborative workshop that brings the team together around a series of new and important understandings. Ultimately, everyone is clear and bought in on the way forward.
Once completed, your team will know:
Your company’s strategic advantage
Exactly who your buyer is and what they need from you
Which marketing channels are likely to provide the greatest returns
The messages that most connect with your buyers
Taking a beat to focus on building a winning strategy enabled the companies I’ve worked with to avoid wasting vital time, money and energy and instead begin growing their businesses 2X-3X annually in some cases.
If you need help with your GTM strategy, please do not hesitate to reach out for a Complimentary Strategy Session where we can discuss exactly what’s standing in the way of sales.
