Ruby Raley的动态

How do the Top 10% of Marketing teams produce 3X-5X more revenue at the same budget (i.e. 3-5X better ROI)? 1. Their Marketing leader has a clear focus on Unit Economics aka ROI. 2. Their Marketing leader is a Business-Leader first who owns Marketing. They command a seat at the table (>75% of CMOs don’t) 3. NRR > 100% Drives Word of Mouth & Lowers CAC 4. Sales Qualification & forecast managed at > 25% win rates to properly set and forecast pipeline targets and pipeline coverage __ See the crazy part? Marketing ROI is an Executive Team Metric, not a Marketing metric. The CMO can influence the metric but doesn’t fully control it. It’s an indicator of the performance of the Revenue Factory, not one discrete process within it. If you don’t get proper Marketing ROI, it results in a serious pipeline problem. Then sales rep productivity drops. Less new customers and lost renewal & expansion revenue compounds. Not getting proper Marketing ROI hurts the entire Revenue Factory. And Every C-Level exec needs to know about it and care about it. Just like CS/AM typically “owns” GRR % but doesn’t have full control over it. And every other GTM function can also influence this metric, positively or negatively, despite not having direct accountability. That’s why every C-Level GTM Team needs a shared set of GTM KPIs. These KPIs tell us how we are performing as a Revenue Factory, not as discrete departments. It’s NOT about shared ownership - I generally disagree with shared accountability. Instead, it’s about a shared view of Revenue Factory performance. It breaks down the department-level silo’s and shows us an entirely different picture of performance. It tells us exactly how we’re performing today, the trends on each metric, and our?#1?opportunity across the GTM. Most every $100MM CEO is lost in the silo’d department view of GTM and because of this, they miss the clear, obvious opportunities to accelerate growth rate and enterprise value. #finance #gtm #marketing #sales #b2b p.s. Results = Investment x ROI If you want to grow 30% next year, but can't increase your GTM budget (many CEOs find themselves in this situation). Quite literally, the only way to get there is by dramatically improving the blended ROI of what you spend ??

As a marketing leader, you're not just steering campaigns—you’re driving business strategy with a deep understanding of unit economics and sustainable growth. ?? This role requires a strong partnership with the finance team and alignment with the executive leadership team to earn the trust of the CEO and CFO. But even with internal alignment, sometimes you need to look outside for fresh perspectives. ?? Engaging external consultants can be the difference between stagnant and accelerated growth, offering access to specialised expertise that helps achieve strategic initiatives faster. ?? I resonate with the idea that a marketer’s true value comes from working beyond the traditional marketing sphere. ↗ It’s not enough to align views; you must embrace shared accountability with other functions to drive real business impact. By doing so, marketers transform from tactical executors to strategic leaders. Watch ??

What is an "efficient" GTM process? We have a simple framework after 200+ conversations with GTM leaders this year. It all boils down to 4 pillars: 1?? Understand your GTM success factors 2?? Map out the ideal customer journey 3?? Drive consistent execution across sales and marketing 4?? Measure and refine in real time Let's unpack this: 1?? Understand your GTM success factors Ask yourself: - Who do we win with? Analyze ICPs and key personas, not just closed deals but progression rates at every stage. - When are they ready to buy? Timing matters. Identify internal intent signals, key multi-threading thresholds, and seasonality factors that correlate with stage progression. Snapshotting historical CRM data is critical to understand these dynamic fields. We've been surprised at the gaps in native CRMs on this front and have built in a snapshotting solution within AccountAim. - What drives stage progression? Analyze which GTM activities most reliably convert deals to their next stage. 2?? Map the ideal customer journey With this data in hand, define the right actions at the right time on the right accounts for each customer segment. The goal is to align marketing, BDRs, and sales on a unified playbook to reduce friction and deliver a seamless buyer experience to your top accounts. This will never be perfect, but even a rough benchmark provides a north star for GTM reps and provides the schematic for automation. 3?? Drive consistent execution Process only works if it’s followed, and the day-to-day of sales and marketing means things slip through the cracks when done manually. The fix? Automation. Homegrown or out-of-the-box solutions like AccountAim break GTM playbooks down into prioritized daily tasks for reps and marketers, delivered directly to their inboxes with all the context they need for an effective, still-human touch. Execution becomes focused, habitual, and nearly thoughtless. Plus, monitoring of skipped tasks highlights any breakdown in the playbook, sparking valuable insights from the field that promote process refinement. 4?? Measure and iterate With the playbook in motion, regularly review performance, run experiments, and continuously iterate. Updates roll directly into the playbook and automation flows, making change seamless and ensuring continuous progress. The result? A data-driven, controlled, and efficient GTM process. 0.1% better each day is a 20%+ improvement each year.

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?

We’ve all been there—your GTM engine feels like it’s on fire. Problems are everywhere, and it’s hard to know where to start. Let’s paint a familiar picture: Customers are churning because they feel neglected. Inbound leads are slipping through the cracks. Sales reps are chasing dead-end deals. SDRs are dialing into accounts that don’t align with ICP. There are 100K leads, and no one knows where they came from. Sound familiar? Every CRO call seems to have the same theme: Problems scattered across GTM. Issues across SMB, MM, ENT, and International. Challenges in both well-established teams and brand-new divisions. Here’s the reality:?we can’t fix 100 things at once. The key is prioritization. That’s why we created the?GTM Efficiency Framework—a system to help CROs focus on what will move the needle?right now. It starts with a fundamental question: What would impact revenue the most? New customers? Higher Net Revenue Retention? Then, we break it down further: Closing deals vs. generating pipeline. Inbound vs. outbound efforts. Retention vs. expansion. We zero in on the?one area?that, if improved, will have the biggest, fastest impact on revenue goals. Once that’s clear, here’s how we execute: Fundamentals: What’s the step-by-step process? What needs to happen to execute effectively? Adoption: How do we ensure the team follows through? How do we measure success? How do we train and drive adoption? Optimization: What’s working, and what’s not? How do we refine and improve the process? Acceleration: How do we take this to the next level? What AI tools can we leverage? How can we automate and scale what’s working? The magic lies in tackling the fundamentals and adoption first. In just a few weeks, even the most broken GTM engine can gain traction and start producing results. Optimization and acceleration take time, but with a solid foundation, the path forward is much clearer. If you're a CRO—or working toward becoming one—this framework will help you cut through the noise, focus on what matters most, and create lasting revenue impact. Let’s fix that GTM engine and turn chaos into growth. ?? Subscribe to get more: bit.ly/49RCm0h There’s no catch—just practical, valuable information to help take your team to the next level.

How’s your GTM doing? Here are 3 foundational GTM questions your humble website can answer, along with key benchmarks from our customers: 1. Is our ICP aware of us? 2. Does our content engage them? 3. Do they understand what we do and why they need us? How can your website answer these questions? ***Awareness***: Identify inbound visitors from ICP accounts. Check if you're attracting enough ICP visitors to meet pipeline objectives. How many is enough? Keep reading to see the conversion rate benchmark for accounts from visits to pipeline and work your way back. ***Engagement***: Measure ICP interactions with your content. At least 30% of visitors from identified ICPs should go beyond the first page, and over 10% should read more than 3 pages. ***Clarity of Value Proposition***: Check conversion rates from anonymous visits to booked meetings. A 1.6% conversion rate from identified accounts to pipeline opportunities is our benchmark for SMEs and Enterprise sales. Simple questions, clear answers. Yet, many marketers still mess around with irrelevant attribution models that fail to explain marketing impact to leadership. Once you’ve answered, "Do we have a working GTM?" identify which activities, channels, and assets drive success. Reverse-engineer these journeys to determine where to accelerate, brake, and explore new territories. Rushing to execution without answering these questions wastes budget and erodes leadership trust. Take the time to answer them first. Share your results with your GTM co-conspirators (CRO, VP of Sales, CEO and even CFO) to educate and align on where you are and where you should head. #b2bmarketing #gtm

Your website is a treasure trove of GTM effectiveness insights. Are you leveraging it correctly?

How ready are you for an Account-Based GTM Strategy? Kicking off a group of free templates that you can leverage, starting with a ?? FREE Account-Based GTM Readiness Checklist here!?? https://lnkd.in/e5HT3PyV If you are considering an ABM strategy there are 5 things you should consider! Over the next week, I will assist you with how you can think through each one. #gtmstrategy #abm #gtm ? Define your buyer persona, ICP, and tiered ABM strategy ? Get Sales onboard as One Revenue Team ? Define ABM metrics in agreement with GTM Revenue Team ? How does your GTM Revenue Team work collaboratively on a daily basis to drive pipeline? ? Do you have buy-in from your CEO and Investors on AB GTM execution and budget?

I'm often getting asked about our Allbound approach to GTM and was lucky enough to be invited on Sequel.io's Game Changers webinar series to talk all about it! Everyone knows the terms "inbound" and "outbound" and how it can put a wedge between marketing and sales. What separates teams is having different goals and ownership. Marketing having an MQL target and Sales having a revenue target causes friction when they aren't working in harmony. I.e. too many MQL's but not high enough conversions across the sales cycle ultimately leading to missed revenue targets. Allbound aligns teams and pays everyone on revenue: ?? Shatter silos: Allbound shatters the existing silos within organizations by aligning departments as one GTM team. By bridging departments within the business, teams share a pool of insights that enables them to act quickly and work more efficiently towards their shared goals. ?? Accelerate opportunities: Uniting everyone within one team allows you to target the same personas and ICP - the result is not only a substantial decline in cost per opportunity but also improved business efficiency. This paves the way for the sales team to shift from merely filling the top-of-the-funnel with leads to actively accelerating opportunities with the help of marketing. ?? Be more customer-centric: Bringing together the best of both the inbound and outbound strategies, the Allbound approach shifts from quantity-based goals to an enriched quality of customer engagement. This helps improve buyer experiences and get a better understanding of their journey. What's your winning strategy right now?

The traditional "Company-first" GTM model is outdated. It’s costing businesses thousands in lost revenue. It’s time to shift gears. Why Company-first GTM fails: - Focuses on brand promotion over customer needs. - Chases quantity over quality in lead generation. - Lacks personalized, meaningful interactions. - Relies too much on capturing existing demand rather than creating it. - Results in low retention, high churn, and wasted resources. What’s different about People-first GTM? - Focuses on relationship-building, not just transactions. - Puts customer needs at the core of GTM strategies. - Shifts from lead volume to high-intent, qualified leads. - Builds a word-of-mouth flywheel that drives sustainable growth. Inside the Playbook: 1) 5 lessons to help you transform your GTM approach. 2) How to stop brand spam and start meaningful customer interactions. 3) Strategies for partner-led, content-led, event-led, and product-led growth. 4) Actionable insights to create, capture, and convert demand. Ready to move beyond outdated GTM strategies? Download the People-first GTM Playbook and start building a GTM motion that actually works. Drop a ?? in the comments if you want the link! ??