Jonathan Moss的动态

?? Is your Go-To-Market strategy leaving money on the table? Imagine Salesforce using the same sales tactics for small startups and Fortune 500 companies. Or Zoom relying solely on a freemium model for large enterprises. Doesn't quite add up, does it? Here's the kicker: Companies that align their GTM strategy with customer segments see a 14% increase in annual contract value, according to Forrester Research. 3 tactics to level up your GTM game: 1?? Map your offerings to touch levels (No Touch to Dedicated) 2?? Tailor your approach based on deal volume and contract value 3?? Optimize resource allocation across marketing, sales, and CS Pro tip: Use AI-powered analytics to analyze customer interactions and refine your GTM motions for each segment. ??? Spicy take: The "one-size-fits-all" strategy is obsolete. In today's market, precise targeting and tailored GTM motions are crucial to avoid wasting resources and to achieve real traction. Time to get real: Your GTM strategy shouldn't be a game of darts in the dark. It's time to embrace the science of sales and marketing alignment. After all, in the words of the great philosopher DJ Khaled, "Another one" only works if you're targeting the right "ones" to begin with. Ready to transform your GTM approach? ?? Comment: What's your biggest GTM challenge? ?? Save for your next strategy session. ?? Share to support this post. ?? Subscribe to my YouTube for more B2B growth strategies!

?? Is your Go-To-Market strategy leaving money on the table? Imagine Salesforce using the same sales tactics for small startups and Fortune 500 companies. Or Zoom relying solely on a freemium model for large enterprises. Doesn't quite add up, does it? Here's the kicker: Companies that align their GTM strategy with customer segments see a 14% increase in annual contract value, according to Forrester Research. 3 tactics to level up your GTM game: 1?? Map your offerings to touch levels (No Touch to Dedicated) 2?? Tailor your approach based on deal volume and contract value 3?? Optimize resource allocation across marketing, sales, and CS Pro tip: Use AI-powered analytics to analyze customer interactions and refine your GTM motions for each segment. ??? Spicy take: The "one-size-fits-all" strategy is obsolete. In today's market, precise targeting and tailored GTM motions are crucial to avoid wasting resources and to achieve real traction. Time to get real: Your GTM strategy shouldn't be a game of darts in the dark. It's time to embrace the science of sales and marketing alignment. After all, in the words of the great philosopher DJ Khaled, "Another one" only works if you're targeting the right "ones" to begin with. Ready to transform your GTM approach? ?? Comment: What's your biggest GTM challenge? ?? Save for your next strategy session. ?? Share to support this post. ?? Subscribe to my YouTube for more B2B growth strategies!

5 Brutal GTM Mistakes Killing Your 2024 Growth (and How to Fix Them)?? ??It's time to switch your GTM in the cookieless world. ??The old ways of lead gen, SEO spam, and cold outreach may not be enough today. Here are the 5 FATAL MISTAKES holding you back: **Mistake #1: Demand Capture Over Community Building: ? Old Way: Throwing money at ads, SEO, and cold outreach in a desperate bid for leads. ? New Way: Invest in category creation, thought leadership, and building genuine relationships in the communities where your ideal customers gather (hint: it's not just LinkedIn!). **Mistake #2: Form Fills Over Human Connections: ? Old Way: Focusing on lead volume and MQLs, treating prospects like numbers, not people. ? New Way: Prioritize lead quality over quantity. Personalize outreach, understand customer needs and build trust through authentic interactions. ?? **Mistake #3: Star Performers Over Playbook Power: ? Old Way: Relying on a few sales superstars while neglecting to document and share best practices. ? New Way: Develop repeatable, scalable playbooks that empower your team to win deals, not just the "lucky few." **Mistake #4: Pipeline Volume Over Pipeline Velocity: ? Old Way: Getting stuck in a lead generation rut, focusing on the number of leads, not how quickly they convert. ? New Way: Track and optimize pipeline velocity and win rates and build a high-intent pipeline of qualified prospects ready to buy. **Mistake #5: Silos Over Synergy: ? Old Way: Marketing, Sales, and Customer Success operating in separate silos, leading to misalignment and missed opportunities. ? New Way: Foster cross-functional collaboration. Break down the walls, share data, and work as a united front to deliver exceptional customer experiences. What other GTM mistakes have you encountered?

Founders often ask me how to establish a GTM strategy and pipeline that drives sustainable success. ?? My response? It’s never about a single channel or one-off tactic; it’s about building a business flywheel that generates momentum and compounds results over time. When you focus on one approach or a "growth hack," you’re leaving untapped potential on the table. True GTM success goes far beyond measuring clicks or site traffic. Much of the sales process begins long before that first call. A successful sale is rooted in your reputation and reliability...not to mention the strength of your network. Setting the stage early and sending out the right signals in the market will keep you top of mind when prospects are finally ready to buy. ?? ? Things to consider as you're planning for GTM: ? Building brand visibility and trust at every touchpoint...Yes, your "brand" really counts, even in B2B! ? Crafting a site experience that speaks directly to how you solve your prospect’s problem...make it clear, and say it fast. Bounce rates are high! ? Develop thoughtful content that meets real customer needs...answer their questions, help them learn, and don't waste their time. ? Creating a seamless handoff from online interactions to sales conversations, removing any friction...this needs to be a well-oiled machine. ? Partner with adjacent businesses and brands to extend your reach and fuel deal flow...don't underestimate the power of a referral. This is why GTM is far more than Google Ads or hosting a webinar—it’s a cohesive system where every piece supports the next. A well-rounded GTM strategy builds a pipeline that’s resilient, impactful, and primed for long-term growth. #GTMStrategy #GTMConsultant #fractionalCMO #B2BSaaS #B2BMarketing

GTM Playbooks Are Dead: The 5 brutal Mistakes that can Kill you Growth in 2025(and how to fix them)! ??It's time to switch your GTM in the cookieless world. ??The old ways of lead gen, SEO spam, and cold outreach may not be enough today. Here are the 5 FATAL MISTAKES holding you back: **Mistake #1: Demand Capture Over Community Building: ? Old Way: Throwing money at ads, SEO, and cold outreach in a desperate bid for leads. ? New Way: Invest in category creation, thought leadership, and building genuine relationships in the communities where your ideal customers gather (hint: it's not just LinkedIn!). **Mistake #2: Form Fills Over Human Connections: ? Old Way: Focusing on lead volume and MQLs, treating prospects like numbers, not people. ? New Way: Prioritize lead quality over quantity. Personalize outreach, understand customer needs and build trust through authentic interactions. ?? **Mistake #3: Star Performers Over Playbook Power: ? Old Way: Relying on a few sales superstars while neglecting to document and share best practices. ? New Way: Develop repeatable, scalable playbooks that empower your team to win deals, not just the "lucky few." **Mistake #4: Pipeline Volume Over Pipeline Velocity: ? Old Way: Getting stuck in a lead generation rut, focusing on the number of leads, not how quickly they convert. ? New Way: Track and optimize pipeline velocity and win rates and build a high-intent pipeline of qualified prospects ready to buy. **Mistake #5: Silos Over Synergy: ? Old Way: Marketing, Sales, and Customer Success operating in separate silos, leading to misalignment and missed opportunities. ? New Way: Foster cross-functional collaboration. Break down the walls, share data, and work as a united front to deliver exceptional customer experiences. What other GTM mistakes have you encountered?

Who gets credit for an opportunity? Why does marketing keep spending time and money and can’t show anything for their work? How should KPIs be set up to reflect value added by the entire GTM crew: marketing, sales, BDR and partner teams? Pipeline attribution has always been a contentious topic among GTM teams. This is more true now than ever. Getting a buyer to engage is harder, deals are smaller and sales cycles are longer and more complex. Welcome to the post-COVID hangover!? Teams need to reduce friction and solve the attribution problem. Everyone wants and needs their work to be valued and recognized, so what is the way forward? In my experience setting up your attribution model to include “sourced” and “influenced” opportunities is the best way forward. “Sourced” is where credit is given to the team that had the first touch with the prospect. “Influenced” is given to the team who helped move the opportunity along. For example, if a sales rep invited a prospect to an event and marketing organized it, then it is a sales “sourced” opportunity with the marketing team getting credit for “influenced”.? Each team still has their own KPIs and is accountable for the pipeline they need to source. The time saved on discussing pipeline attribution can be spent on creating it. Most companies don’t compensate marketing teams for creating pipeline. I think this should change, especially for those who are in the field working hand in hand with sales and BDRs. What attribution models have you seen work for B2B SaaS companies? If I can be a sounding board for your attribution woes, please reach out. #pipelineattribution #demandgeneration #GTMalignment

As you work on capacity planning for 2025 I highly recommend this webinar. Domestique are truly experts.

How do you keep momentum high on sales and marketing teams? With wins. It’s not intuitive, but standardizing processes and enabling teams goes hand in hand with morale. Let us explain. Wins keep sellers wanting to sell and marketers wanting to execute campaigns. ? By implementing campaign workflows and clear SOPs, you empower your team to move faster and focus on high-impact work. Plus, with on-demand reporting, leadership gets the data they need to move fast and make decisions. They have the dashboards on hand exactly when they need them. As 2025 planning gets underway, incorporating AI into daily workflows is also crucial for team momentum. Tools like HubSpot’s Breeze AI will free up time for sales reps and marketers to focus on the creative projects or personal relationship-building that’s necessary for GTM teams to stay ahead. Hopefully by now, your intuition is going off that optimizing your HubSpot is foundational for 2025. The good news is that our team can help. ?? https://lnkd.in/dZf-XMPh Shoutout to Mareena Wasylenchuk, Marketing Ops Manager at BlueConic, for inspiring this post ??

Almost everyone working in early stage GTM ends up saying, "If only we had built out GTM operations / systems / data sooner ... we'd be able to answer this question / ship this campaign faster / find the right email list". I have to hand it to Mark Huber and the UserEvidence team - you all have done the hard and important work of laying the GTM Operations groundwork early on, while also continuing full-speed ahead on go-to-market itself. It's so impressive how many campaigns they're running - across marketing, SDR, partnerships / referrals, advisor networks, etc. And at the same time, they've done a great job of being disciplined about putting in place the right tools, measurement, sales stages, and so on to enable all of these to work right. It comes down to first principles. What are the basic tools and systems we need to do a good (enough) job at this go-to-market motion? What will the team not be successful without? And, staying realistic about being a nimble early-stage company. Do we need some kind of attribution? Yes. Is an elaborate multi-touch system necessary with the budget and GTM motion we have today? No. Lastly, Mark & UE have done a great job leaning into GTM ops across the company. For most B2B saas selling MM / ENT deals, you're going to have more going on with sales than marketing, in the beginning. Mark has embraced nerding out about pipeline numbers, win rates and ACVs by segment, and SDR campaign lists, since that's where more of the valuable (and longer history of) data is today. Great work UserEvidence team, including Amanda Newman Madeleine Hurlbut Myles Bradwell Ray Rhodes Evan Huck Grant Ammons, and the full GTM team - I enjoy collaborating with you all! #earlystagegtm #gtmoperations

Unfortunately, we see funnels like this all the time. "MQLs" are way ahead of pace, the very bottom of the funnel looks "good", but the overall funnel is broken and your closed won $ is way off pace. This dynamic leads to inaccurate forecasting, meaningless pipeline meetings, and misaligned compensation strategies. More importantly, it leads to a lack of trust in your GTM strategy and people. As a marketer, I know how easy it is to hit a MQL goal. As a CEO, I know how meaningless it is to hit an MQL goal while missing a pipeline goal, or a bookings target. We don't have an MQL target at Domestique. We have a pipeline and bookings target for marketing, but we could care less how many MQLs we see. Many companies are (or should be) in the middle of their 2025 capacity planning. We're actually doing a webinar on this next week (register at the link in the comments). Capacity planning is one of the most important exercises you can do as a GTM leader - so get on it. In this example, you're at 116% pace to your MQL target, but 49% to your Demo Complete target? What does that tell you? There's either something wrong with the quality of your demand (ICP, segmentation, personas, targeting etc), the technical process of routing/assigning/handing off your demand to your SDR team, the messaging/process of your SDR team, or your product really does just suck that much. If it's the latter, good luck. If you've got the visibility into your funnel to be able to see trends like this, dig in. Run experiments to find out where the real problem is coming from. Because if I were sitting in on these meetings and heard from the head of marketing that we simply needed more budget to drive more demand, I would laugh. Then I would probably refill my coffee.