GTM Value Framework and GTM Audit

Happy January 21, 2025! I still cannot believe it's 2025; where is my flying car that makes coffee?

Last week, I posted the video below introducing people to the GTM Value framework. If you haven't seen it, please watch it and let me know your thoughts. You can also send it to someone who needs to get smarter (well, that was cheeky, John). Every B2B tech CEO should be interested in GTM Value for a more sustainable business and GTM leaders who want to enjoy more short-term support and long-term tenure.

"Congrats, Bill, we're not hitting our numbers, and you're this year's scapegoat."

A GTM Value strategy stops this nonsense.

B2B tech companies often miss GTM must-haves

Without the following, you're toast because chances are, you have a competitor doing it right.

• Target Audience Identification: Failing to accurately define and understand the ideal customer profile (ICP) can result in misaligned marketing efforts and wasted resources.
• Value Proposition Clarity: A poorly articulated value proposition may fail to resonate with potential customers, making it difficult to differentiate from competitors.
• Partner Strategy: Companies may not evaluate the effectiveness of their chosen marketing and sales partners, leading to poor reach and engagement with target audiences.
• Neglecting Data-Driven Insights: Many organizations do not leverage data analytics effectively to inform their GTM strategies.

Missing these GTM must-haves puts a ball and chain on our growth

Missing the key GTM pieces leaves a trail of symptoms

• Missed Opportunities: Without analyzing customer behavior and market trends, companies may miss critical insights that could enhance their offerings or marketing approaches.
• Inability to Adapt: A lack of ongoing evaluation means companies may struggle to pivot or adapt their strategies in response to changing market conditions or customer needs.
• Interdepartmental Misalignment: A sophisticated GTM strategy requires collaboration across various departments, including sales, marketing, and product development. However, many B2B tech companies experience:
• Siloed Operations: Poor team communication can lead to inconsistent messaging and a fragmented customer experience.
• Unclear Objectives: Without a shared understanding of goals, teams may pursue divergent strategies that dilute overall effectiveness.

These symptoms come from the root cause problem of not having a unified GTM effort

Key Causes of Overestimation in GTM Excellence

It's easy to overestimate how well we will perform as a team and underestimate what is needed to win and our competition. Here are some areas to consider:

• Lack of ICP Research: One primary reason tech companies overestimate their GTM capabilities is insufficient Ideal Customer Profile research, even on customers. This lack of insight can lead to misaligned offerings that do not resonate with target audiences, ultimately resulting in outcomes.
• Unclear Objectives and Vision: Many organizations execute GTM strategies without clear objectives or alignment across departments. Misalignment causes teams to work in silos, leading to fractured efforts that waste resources and dilute messaging. Companies will struggle to keep employees engaged and execute their strategies without a unified vision.
• Underestimating Resource Requirements: Tech companies have a terrible reputation for underestimating the resources—time, budget, and personnel—needed for a successful GTM effort. This underestimation can stem from a lack of experience or an overly optimistic view of the product's market potential. Underestimated resources show inexperience. A good mantra: We think it will take twice as long and cost twice as much as we hope.
• Neglecting Customer Insight: Ignoring customer feedback during the development and execution phases is another critical mistake. This oversight can lead to significant miscalculations regarding product appeal and market fit. Without excellent market fit, you will be swimming against the current. (please see above for underestimating resource requirements)
• Overconfidence in Our Bubble: Tech firms may also fall into the trap of overestimating the uniqueness or superiority of their product features compared to competitors. This overconfidence can result in ineffective positioning and messaging strategies that fail to communicate the unique value proposition to potential customers.
• Ineffective Communication Strategies: Miscommunication between teams or stakeholders can severely impact GTM execution. Clear communication is essential for aligning objectives, sharing insights, and ensuring all team members are on the same page regarding strategy implementation. Without it, expect misunderstandings and assumptions that give you surprises you didn't want.

GTM Salvation can be yours in 2025!

Turning a culture around to GTM Value can happen in less than six months. The benefits can come as quickly as your company is ready to improve. To be candid, it has much to do with your CEO's ability to embrace and support change. If they can do that, there is hope!

If some of what I shared in this newsletter hits home with you as a C-level leader, employee, or PE firm, try to find out why this is happening. You may uncover a real gem that will help your business!

?? Your Accounts!

John