One Team, One Funnel: Driving Growth with a Unified GTM

History teaches us that most worthwhile human endeavors require the strength of a unified team, because the team elevates every individual.

Consider the first landing on the moon –?it took thousands of people coming together to make this achievement happen. No one person could have done it alone.?

I share this because the same can be true in business. When teams come together to unite around a common goal, great feats are possible. And never has this unity been more important than now, during a time of leaner resources, yet more ambitious targets than in years past.?

By now we’ve all felt the pressure. 2023 was about cost reduction. 2024 is about accelerating growth in an efficient way. Boards are asking companies to do more with less, while customers are more and more expensive to acquire and buyer expectations continue to rise. We need focused, targeted efforts to meet these challenges. But doing so is challenging.?

Traditionally, go-to-market (GTM) teams – marketing, sales, customer success –?have operated separately. And what this results in is fragmentation. Disjointed funnels, processes, budgets, and data locked away across siloed tools and teams. It makes it nearly impossible to understand your customer when you’re operating off incomplete data, and this translates to an inconsistent, impersonalized experience for your customers, and wasted time and resources for your business. Fragmentation creates cracks that your customers slip through.?

At Typeform, we set out to create a solution to this problem –?a solution for unifying your GTM teams, tools, processes, and data, so that you can create a comprehensive customer picture that empowers you to put every customer on the right journey. We call it One Funnel.

It’s an approach that comprises a collection of products and integrations, enabling one team to use one tech stack to win and retain high value customers.?

In the coming month, I’ll be sharing more about our GTM evolution to One Funnel. I’ll explain growth strategies at a high level, and we’ll also get into the details about everything from data enrichment to full funnel KPIs. One Funnel is right for you if you’re a leader who cares about improving your bottom line by providing highly personalized experiences, efficiently.

Today, I want to start by introducing the concept, the benefits, and share where Typeform is in our journey.?

Why is now the time for One Funnel??

A macro GTM shift is taking place, sparked by the need for efficient growth. You might be wondering, if this shift is so transformative, why hasn’t it happened already??

The simple answer is that the technology hasn’t been available. Without the right integrations, teams have been cobbling together the ability to gather data, enrich data, score leads, and route customers to different journeys, resulting in a complex and disjointed tech stack. But now technology vendors are enhancing their tools to integrate and support a unified tech stack.?

A unified GTM team and stack is the foundation of One Funnel, and so for the first time, achieving it has become possible.

If you’re a Typeform customer, I can tell you where Typeform fits into this –?with integrations across every part of the GTM tech stack, you can use Typeform to collect data, and then using your other data sources, you can enrich it to complete the customer picture. You can?also use Typeform to continuously engage via personalized interactions – feedback surveys, product quizzes, onboarding forms, etc. – that keep you connected to your customer.

What can you achieve with One Funnel??

Let’s briefly recap –?One Funnel is all about achieving a deeper, better understanding of your customers, so that you can continuously put every customer on a personalized journey throughout their lifetime with your company.?

Here is what you can expect to achieve:?

• Source information about your customers by asking them directly. Typeform helps you create beautiful, powerful interactions that give you zero-party data. When you ask the right, tailored questions at the right time, you get more data that builds a stronger foundation.
• Understand your customers better by enriching that data with other data sources to complete the customer picture. No matter where your customers go, you see an end-to-end record of who they are and how they’ve engaged with your company. Think of it like a medical record that follows you from doctor office to office.?
• Now you’re ready to personalize every journey. Some leads are ready to be routed to sales, others are best suited to go into a nurture campaign. With a comprehensive understanding of who they are and what they need, you can put every customer on the right path.?

The end result is a better customer experience and greater GTM efficiency, both which positively impact your bottom line.?

Our progress to date

Evolving your GTM doesn’t happen overnight. In fact, it can take quite a while, but the key is to start. It doesn’t need to be a linear implementation; our journey hasn’t been, and we’re not yet done, but we’re already seeing early indications of One Funnel’s impact.?

So far we’ve brought our GTM team together under one revenue roof, led by our CRO Kristen Habacht. We’re also getting close to implementing new tools that will unify our tech stack (I’ll go into detail about both of these steps in a future article). Simultaneously, we’re doubling down on understanding our ICP, enabling us to better target, enrich, segment, and route – ensuring no lead is left without a journey.?

Results to date include sending a honed-in list of higher quality leads to sales and surpassing where we were for sales-assisted new business last year. Using our old methods, all inbound leads that came through the “Contact Sales” form were going to sales, resulting in a lack of quality. Now we are able to qualify MQLs around intent to purchase and ICP, then enrich, bringing in data discovery for sales to pursue the lead. This has resulted in a 40% increase in lead quality and 75% increase in opportunities. Looking ahead, we expect to see increases across other key metrics, including traffic, sign-ups, conversion and ARPA.?

I hope you’ll join us on this journey, as it’s one that I’m excited about and that I believe has the potential to transform our business, as well as yours.?

I’d love to hear via the comments if you’re thinking about your GTM evolution similarly or differently, and what steps you’re taking to make your GTM more efficient during these changing times.