Your Go-To-Market Tech Stack is only as strong as its weakest link and here is how to fix it before it costs you millions

ou’re investing big dollars in your go-to-market (GTM) tech stack to power the growth of your business. Is your tech stack delivering?

A poorly built GTM tech stack is a silent profit killer.

Poor data quality alone can cost millions per year according to Gartner. Just imagine the cost of a tech stack that doesn’t do its job.?

This article explores four best practices to build a go-to-market tech stack that acts as a force multiplier for your business.

Four best practices to build a GTM tech stack

1. Curate the right GTM tools for your tech stack

The first problem to solve is picking the right GTM tools. There are two ways to tackle that problem, known as Best of Suite and Best of Breed.?

Best of Suite

Look for vendors that have integrated multiple tools so that they work seamlessly together (e.g., Salesforce or Hubspot for revenue operations). That integration is very valuable: faster time to market and lower cost to market. A no-brainer, right? That said, there’s a catch: don’t expect a tool that is the best at everything. It will be good enough at everything.

Best of Breed

If you do not want to settle for anything less than the best, look for vendors that provide the best tools for your context, and integrate them together yourself. It will be slower and more expensive. But you can strive for a system that is best in class for you.?

Best of Suite is only an option for mature technology requirements, such as sales or marketing automation. In emerging areas, there is no such thing as Best of Suite – yet.

You have to go Best of Breed.

As an example, if you want to build a cold lead generation, tech stack, you have to source very specialized tools as PhantomBuster or equivalent to outreach on LinkedIn; Clay or equivalent for data enrichment; Lemlist or equivalent for muti-channel channel management.?

2. Integrate your GTM tools so they work together seamlessly

The second problem to solve is making the tools you have selected work for you.

If you have picked a Best of Suite platform, you’ve solved that problem.

If you have gone Best of Breed, you will need to integrate your tools together.?

Until you integrate your tools together, you have a swivel chair business, where you need to manually enter the same data into different systems. If you do not? integrate your GTM tools, you cannot harness end-to-end automation as a force multiplier for your business. It’s that simple.?

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