Reviewing Your GTM Strategy

Within annual business planning lies a pivotal phase: the review of your go-to-market (GTM) strategy. The name of the game of GTM lies in understanding the origins of your deals, optimizing sales and marketing efforts, and strategically investing in new GTM approaches, sometimes treating them as R & D. Here are three ideas to think about:

• Exploring GTM Partnerships: Recently, GTM Partners conducted a survey shedding light on GTM strategies in action. Their findings, delineated in a comprehensive table, showcase the prevalence of various GTM approaches. Observing this data unveils the prevalent trends and common practices across different sectors.

View the table and the full report from GTM Partners here.

• Diverse Motion Strategies: Diving deeper into the survey results unveils a crucial insight: while companies actively engage in multiple GTM strategies, they seldom embrace all available avenues. Understanding the range of strategies is fundamental when contemplating investments for the upcoming year. It’s important to discern where deals originate and where they don’t, guiding strategic investments for 2024.
• Distinguishing Motion Types: Each GTM motion demands a tailored approach. Whether it’s outbound strategies, engagement with strategic partners versus prospects, or addressing distinct audience segments such as SMBs or enterprise accounts, the objectives and execution must adapt accordingly. For instance, consider the contrasting dynamics between attending a paid in-person event and hosting a virtual one—distinct in objectives, execution, and associated costs.

It’s vital to perceive sales and marketing not as sequential phases but as collaborative teams. In B2B revenue generation, success hinges upon the synchronization of these teams. It’s not only about a linear progression from marketing activities to Sales Qualified Leads (SQLs) and deals. Instead, it’s about combining their unique talents and expertise for each GTM motion.

What else do you think about your GTM strategy? What other considerations or insights would you offer?

Watch a video of how this fits into our own experience at Syrup here: https://syrupmarketing.com/reviewing-your-gtm-strategy/