Let’s talk about how you can create a smarter Go To Market approach… in four steps.
Here’s my advice on the questions you need to ask/answer to create a smarter GTM approach:
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Do your sales and marketing teams ask themselves four fundamental questions before they send a single email or post a single update to LinkedIn?
My friends at DemandBase released a digital comic book all about smarter GTM approaches. They gave a bunch of sales and marketing leaders makeovers as superheroes.
I became Superhero Ann… fighting the foe of frighteningly lousy marketing….! <insert epic voiceover echo here!>
The comic book is my favorite kind of content – it’s fun! It’s useful! And you need to check it out. (Here’s the link again.)
Specifically, DemandBase asked Superhero Ann this question:
What first steps should sales and marketing leaders take to get started on smarter Go To Market?
First – what IS a GTM strategy?
My dog Augie wanted to know that. (He’s very business-minded.)
So… Augie and anyone else who is wondering – a GTM strategy should ideally crystalize step-by-step how a business will engage with customers to convince them to buy a specific service or product, generally with an eye toward gaining market share, a competitive advantage…. and ultimately world domination!
Or so the popular thinking goes.
What if a Smarter Go To Market strategy is not about “convincing”?
…but instead starts with something more fundamental to get both sales and marketing on the same page?
Four questions of —
1 – Who will use it?
2- Who will buy it?
3- Why now? Why does this product/service matter to them now?
4 – And why are we the best choice to deliver it?
Sales and Marketing together answering those 4 questions first makes the path less about convincing… and more about crafting your story as truly the only smart choice.
Then the World Domination part comes in when you use your story as the foundation for truly valuable content and personalized messages….
…to the very best companies
…at the very most optimal time
…based on when they indicate through their actions and behavior that they are perfectly primed to hear from you.
Of course, DemandBase can give you the insights you need to know when and how best to reach out.
Here’s the foundation of a smarter Go To Market approach:
Understand your value to your customers. Focus on them relentlessly and with pathological empathy. Make the customer the hero of your story. That is what will set you apart.
Please check out the comic book via the link below.
It’s engaging – it’s interactive – and let me know what you think!