The Importance of getting GTM right..... and wrong.

I hope you have had a restful summer break and feel renewed for Autumn.

We are delighted to welcome a well-respected authority on ‘Go To Market’ in the Payments Industry Justin Hanna, as the guest contributor to our newsletter.

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After 15 years, I have seen what happens when businesses fail at go-to-market (GTM) strategies, it often stems from a fundamental misunderstanding of what drives customer engagement. Too often, companies focus on quantity over quality, hiring a large number of salespeople with the hope that sheer volume will lead to success.?

?Customers, particularly in the B2B space, are looking for individuals who understand their industry, can speak their language, and provide insights that are tailored to their unique challenges. They want to feel like they’re talking to someone who knows their pain points, not just someone reading from a script. When businesses get this right, they see a significant shift in their success rates. Customer relationships are stronger, sales cycles are shorter, and revenue growth is more sustainable. You would rather have a team of 8 salespeople with 50% of them hitting numbers than a team of 10 with only 30% (which is the average) of salespeople overachieving. In my experience, a smaller but more experienced, knowledgeable and senior team will contribute more than a large sales team.?

?Building a culture of success: Respect, Trust, and Inspiration

?Respect is foundational. When employees feel respected, they are more engaged, more productive, and more likely to go above and beyond in their roles. This respect extends beyond just treating people kindly; it involves recognising and valuing the unique contributions of each team member. Trust, on the other hand, is the glue that holds teams together. When leadership trusts their employees, and employees trust their leaders, it creates an environment where people feel safe to take risks, innovate, and grow. This trust then spills over into how your team interacts with customers, building stronger, more authentic relationships. My question to leaders and managers (of which there is a difference) is down to a few main things.

1.????? Inspiration - I have always wanted to be inspired by my leaders.

2.????? Caring - Does your leader and manager know where you want to be in 2/3/4 years? Their job is to get you there

3.????? An understanding of the vision of the business.

?Inspiration is the spark that ignites long-term success. It’s about creating an environment where people feel motivated not just by their pay at the end of the month but by the impact they are making. When employees are inspired, they pass that inspiration onto your customers, creating a cycle of positivity and growth that propels the business forward. A culture that prioritises future growth—both for colleagues and customers—ensures that the business remains competitive and resilient in a rapidly changing market.

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At Payments Leaders Advisory we work with Payments scaleups, corporates and merchants, to develop an effective Go To Market strategy that future proofs their business.

If you have a Go To Market need and would like to find out more please contact [email protected]

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