Creating a GTM Flywheel
Jonathan Moss
Bridging the AI and business impact gap | Executive, Leader, Operator, Advisor, Board Member, Teacher, Husband and Dad | Writer, Speaker & Podcast ??? Host | Revenue Architect
?? Growth is a never-ending exercise. It has to be collaborative and holistic from traffic to churn.
?? Eliminate the silos!
?? It isn't just an annual or even a quarterly thing; it is a daily, weekly, and monthly thing.
?? Everyone has a plan until they get punched in the face; you have to keep punching back!
?? Make sure you have an infinite loop process and that you constantly evaluate it.
????You will learn, experiment, optimize, and ultimately find the areas to double down on!
?? Your boss, peers, team and yourself will thank you!
?? How do you do it?
There are 3 phases that create an infinite loop.
Design Phase
To start, let's develop a detailed customer persona. Outline their needs, pain points, and buying behavior. By intimately understanding your ideal customer profile, you can position your offering as the superior choice and create a sense of urgency.
Once you have a clear understanding of your ideal customer, it's time to develop a lead generation strategy that effectively targets them. Consider tactics like content marketing, search engine optimization, paid advertising, and social media to capture their attention.
Develop a sales and marketing metric model to plan how you'll meet or exceed your growth targets. Sequencing your growth and allowing for productivity ramp-up over time ensures a well-structured plan.
Map out your GTM roadmap, sales strategy, pricing, and customer coverage. Additionally, generate high-ROI capital and resource allocation plans to support your growth objectives effectively.
Model the people, process, and system investments necessary to meet your growth targets. Ensure you anticipate the expenses required to support your growth and account for time needed for a full productivity ramp.
Develop a comprehensive plan that covers inputs and outputs across the entire revenue process. This includes your demand plan, revenue plan for new customer acquisition and expansion sales, and a retention plan encompassing renewals and post-sales efforts.
Execute Phase
Apply best practices throughout all stages of your revenue funnel. Ensure that everyone, from marketing to sales and customer success, is performing at their best and aligned on delivering value to customers.
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Develop opportunities that support your growth targets. Establish a methodical approach for experimenting and investing in demand-generation campaigns that drive the right type of pipeline activity.
Effectively lead and manage your team to achieve execution and results. Determine where to make hires and who to hire, identifying contributors and leaders aligned with your culture and growth objectives.
Develop a program that nurtures leads and guides them through the sales funnel. Utilize tactics such as email marketing, webinars, and targeted content to maintain engagement and build relationships.
Prioritize leads effectively by developing a lead scoring system. Assign points based on criteria such as company size, industry, budget, and engagement to identify prospects most likely to convert.
Streamline your sales process and improve efficiency by leveraging technology. Utilize customer relationship management (CRM) software, marketing automation tools, and other technological solutions to optimize operations.
Invest in training and development to build high-performing teams. Establish a structured training program covering topics like product knowledge, objection handling, closing techniques, escalations, and business acumen.
Motivate your sales team and hold them accountable by fostering a culture of accountability. Set clear goals, track progress, and provide feedback and recognition to drive performance.
Align your sales team's incentives with your business goals by designing a compensation plan. Consider bonuses, commissions, and stock options to reward their performance.
Measure Phase
Analyze your data and trends to identify growth levers that can improve your sales and marketing efficiency. Focus on improving your gross and net margin economics for more sustainable growth.
Identify the people, processes, and systems that can help you accelerate growth. Ensure your resources are allocated in the right places to maximize productivity.
Drive performance and results across all revenue-generating activities. Utilize key performance indicators (KPIs), execution dashboards, and sales performance management techniques to track progress and ensure alignment with your goals.
Create revenue momentum while building defensible moats in your market. Identify growth levers like product development, partnerships, community engagement, and customer-led growth to foster a flywheel effect that propels your business forward.