scaleMatters

In the final webinar in our CFO series, we'll be sharing our "GTM Question Tree" methodology --- it guides Finance & GTM leaders to ask/answer the right questions about GTM performance, solve the right problems, and take actions that make the biggest impact on efficient growth.

For most growth and mid-market B2B companies, GTM spend represents the single largest category of OpEx. In the world of recurring revenue this includes Marketing, Sales and Customer Success. Growth stage and mid-market tech companies are notoriously inefficient with their GTM spend and as the evidence shows, they’re getting worse. It's the job of Finance and GTM leaders to understand which investments are / aren't working and re-allocate spend to areas that are productive and away from areas that are ineffective…just like any good portfolio manager would do. But, many companies aren’t actually set up to do good portfolio management across their GTM investments because they don’t have their infrastructure set-up properly to capture ROI. That's the problem what we're going to address tomorrow... Join us at 2PM ET / 11AM PT for the third webinar in our CFO series.

Our customer (PE-backed $200M CRM software roll-up) was encouraged by their new PE owner to crank up Google Ads spend from $500k/quarter to $2M/quarter to dominate their industry search results. Immediately, web sessions climbed and lead volume exploded... The leadership team was excited to 'throw more gasoline on the fire.' But, that sentiment didn't last long.... Our GTM Analysts were closely monitoring this experiment and warned them half-way through the quarter that their middle and bottom of funnel conversion rates were plummeting. Deal volume from Google Ads was down 82% QoQ. The increase in spend was bringing in junk leads so it was wasting ad dollars and then the sales team was wasting time chasing these leads. Read the full GTM analyst report to see how they course-corrected sooner with great GTM data analytics and avoided burning hundreds of thousands more... #gotomarket #gtmanalytics

Slides from the second webinar in our Q4 CFO Webinar Series. ?? Webinar replay: https://lnkd.in/ghK8xym8 Follow up resource: https://lnkd.in/dSH4brSN

GTM results are a precursor to financial results and if you can’t properly analyze and model your GTM engine it’s nearly impossible to reliably take proactive actions that will improve future outcomes... At tomorrow's CFO webinar, we'll be sharing a methodology to advance your GTM reporting and analytics to become a legitimate management tool in the same way that Financial Reporting is. Details?? What: How to Get GTM Performance Reporting on the Same Playing Field as Financial Reporting When: 3PM ET / 12PM PT Where: https://lnkd.in/ghK8xym8

Slides from our first webinar in our Q4 CFO Webinar Series. ?? Watch the replay to see the live plan building walkthrough: https://lnkd.in/g9DRbjVg

Join our 4-part CFO webinar series (starting today). We’ve been working with Prophix, ChurnZero, CrashPlan, and many other SaaS companies who recognize that without good GTM data, it is very difficult to model and predict your financial performance. Since the CFO must answer for past financial performance and build future projections, they must be equipped with reliable data & insights on GTM performance. This webinar series will equip CFOs to step up and lead the effort for better GTM data analytics: 1?? 10/30 - How to Help your GTM Leaders Build a Realistic 2025 Plan to Drive Better Results 2?? 11/13 - How to Get GTM Performance Reporting on the Same Playing Field as Financial Performance Reporting 3?? 11/20 - How to Properly Setup Your Chart of Accounts to Measure ROI on GTM Spend 4?? 12/11 - Top Questions About Go-to-Market that CFOs Need to Be Able to Answer in 2025 https://lnkd.in/gn_7f5bh #gtm #gtmanalytics

Our customer ($15M+ SaaS marketing platform for home services business) was experimenting with Facebook ads and thought they had found a scalable channel because the more $ they spent on ads → the more leads they got. They doubled down on Facebook ads spend and pulled their SDR team's focus off of prospecting in order to chase the rapidly increasing number of leads coming from Facebook. Our GTM analysts surfaced data showing that this approach was backfiring in multiple ways...ultimately hurting our customer's bookings. Read the full analyst report to see how they course corrected and improved their bookings by 6X in just 4 months... #gtm #gtmanalytics

Actionable GTM reporting proactively answers the questions that executives need to know so they can take actions that improve GTM performance and outcomes. When the foundational GTM tech and data are properly instrumented to capture and measure the entire GTM operation, it allows GTM analysts to easily build reporting that answers executive questions and curate action-worthy insights to C-level so they can make better, faster decisions. So, how ACTIONABLE is your GTM data & reporting posture? Take the GTM Reporting Health Check to find out ?? https://lnkd.in/gJC2mnTi

Our customer ($40M+ CS platform for mid-market B2B companies) was struggling with declining win rates across the board. Leadership incorrectly assumed it was related to macro conditions and poorly performing new sales cohorts... With great data and GTM analysis, we showed them that they were over investing in marketing channels that were driving more SMB top-of-funnel leads that were outside of their ICP. Read the full analyst report to see how they fixed the issue quickly and dramatically improved their win rate... #gtm #gtmanalytics