Claude Walton

There's gold in these hills: 👉 Investments in retention can double as acquisition vehicles 👉 Customers do all of the selling to the prospects who join the events 👉 You can do no wrong by doing right by your customers Timeless lessons, Drew Neisser.

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Forget Inbound and Outbound artificial boundaries...and your old-fashioned play(s)/silos by Sales or Marketing in our new "B2B buyer in full control" world. No more spamming, sequences, non-personalised, un-engaging messages please SDR/AEs bombarding me;)... ending up straight into our Junk and Trash WATCH my one-min summary shown (SLIDES AVAILABLE) in June's Revenue Marketing Alliance Product Marketing Alliance ABM summit (watch on demand see link in comment) on https://lnkd.in/e2-4aZXR Thx as always Andrei Zinkevich Vladimir Blagojević Fullfunnel.io too for the usual inspiration, Elena Simou also, lkg fwrd to sharing more soon! It is all about an integrated AllBound, "a la ABM" playbook and even more importantly a GTMOps / RevOps mindset and framework. ABM = GTM: Pure & simple. Not Marketing, not Sales but cross-Product, CS, Sales, Marketing and related teams, all for the full customer journey benefits...from new sales to renewal & expansion (incl Partners) You need to (1) focus on enabling & boosting your Go To Market strategy, which motion(s) or which mix of, PLG, SLG, PLS or whatever.. (2) adapt your ABM playbook, craft your strategy and segmentation as you see here from top to bottom. What are the cohorts, firmographics, attributes, triggers, HubSpot properties, you name it, that are critical to define these cohorts with first, second or third-party data or other... selecting your most promising accounts using predictive AI, scoring, buying intent tactics and MarOps set-up

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Inevitability 🎯 The Democrats: Designed to fail since 2008 Part 1 of "The election as an illustration of how GTM Org Design dominates every other advantage" A non-partisan GTM analysis on why the outcome was inevitable The Democrats need a new CRO, or at least a new GTM Org Designer. The Democrats have tremendous strategic advantages vs. the Republicans. But they failed so spectacularly according to the principles of Go-To-Market Organization Design (GTMOD), that their loss was inevitable. Let's consider the Democrats' strategic advantages: ✅ Incumbency * The party already in power wins the presidency 60% of the time ✅ Superior access to capital * Harris’s campaign outraised Trump’s by 2.5x ($1,030 Mn vs. $399 Mn Jul-Sep) ✅ Dominance over the primary distribution channels * 94% of contributions from news journalists go to DNC * 6 of 7 major TV news channels skew left of center * One analysis of media coverage showed 9:1 +/- for Harris’s coverage and 1:9 against Trump ✅ Superior core product strategy * It’s hard to call either party “frugal” recently, but observability bias generally makes it better to be known as the party that does things for you. ✅ Brand * The Democratic Party is one of the oldest institutions in America, with a legacy tied to The New Deal, the Civil Rights Movement, the 1990s economy, and Barack Obama, with multi-generational dominance over a number of gender and racial cohorts * Donald Trump is known for a lot of things from his life before politics, but most of them are not exactly presidential ❓ So why do The Democrats need a new GTMOD? What is GTMOD? 🤓 GTMOD is the practice of designing the roles, structures, and processes of a GTM organization. From my experience working with 60+ orgs, I believe GTMOD to be the most powerful lever of long term advantage for a GTM organization. It’s how you make success inevitable through design. 🔎 Next week, we'll analyze the election outcome using all of the levers below to see how The Democrats got here and how they might improve. 1. Iteration to Product-Market-Fit 2. Iterating beyond Product-Market-Seller-Fit 3. Scaling Smart: Managing Second Order Effects, Mitigating Operational Dynamics, and Winning through Speed 4. Talent Strategy and Culture through Design 5. Continuous Improvement and Agile GTM 🧨 What we'll see is The Democrats should have won, should almost always win, but fail due to self-inflicted wounds in their GTMOD. 😉 We'll also see that Donald Trump, Barack Obama, and Bill Clinton aren't necessarily the political geniuses they're cracked up to be but rather better (or at least baseline-competent) practitioners of GTMOD. Until then, have an amazing weekend!!! #CRO #GTM #GTMOD

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How to piss off your customers with a lousy chatbot

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Cloudinary CRO Allison Metcalfe joins the GTM Podcast from GTMnow to share a variety of insights on building a great SaaS business: from customer stories as an incredibly powerful growth lever to balancing product led with enterprise sales motions. Give it a listen: https://okt.to/x2YpUj

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I see an industry wide need to include more functions and teams in the GTM motion, this one reflects pretty closely to what I have in mind https://lnkd.in/ek2iCWXb

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Loved this "Plan on a Page" format for annual planning I saw on the Inverta / Uptempo Planning Webinar Series. I have done OKRs, strategy docs, and budgets for planning, but I've never put it all together on one page like this. Love the simplicity, the communicability, and the laddering up. (Update: This plan-on-a-page is very close to the original SirusDecisions/Forrester designed by Craig Moore and available to Forrester subscribers.) I'm in bottom-up and top-down planning with ALL of my clients and talking about it to all of my CMO friends. I found their materials really helpful. If you want their template and how-to guide from the webinar, comment here, and I'll send you the pdf slides they sent me. They still have two more sessions in their planning webinar that intrigued me - this Thursday, October 31st, they're going through campaign strategy planning within the annual plan, and on November 4th, they're covering how to sell your plan to executives and communicate the impact. I'll put the webinar series info in the comments as well. Nice job, Kathy Macchi and Jim Williams on this series and helpful materials. #Planning #Process #Strategy

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What are the root causes of poor GTM team alignment? Our recent survey sheds some light on what your revenue team Ops peers are saying. These comprehensive reports provide all the information. https://gag.gl/4YHwRD #RevOps #DataQuality #RevTeamAlignment

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To be competitive, GTM teams need to demonstrate specialist knowledge and tailor the technical value proposition of increasingly complex products to specific audiences. This is hard to do across a broad portfolio and requires specific skills. As IBM’s Urheim explains, “A PM often has to take on a product marketing role, usually without training. As a result, messaging often focuses on describing a product’s capabilities and features. But that is not how you go to market. You can’t take a ‘product out’ approach; you go to market based on customer needs and use cases.” https://lnkd.in/gz-BAvTc

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🚀 **Unlocking the Power of Metadata Playbooks: A B2B Marketer’s Secret Weapon** 🚀 Metadata.io’s playbooks are more than just guides—they're ready-to-execute strategies that help you scale demand gen, account-based marketing, and more. Here are some key examples: 1. **The Insider’s Guide: How Lumar Uses Spotlight** This playbook breaks down how Lumar leverages Metadata Spotlight to enhance their marketing approach. The playbook walks through visualizing top plays, engaging leads across channels, and segmenting audiences for targeted messaging. The insights here help refine content and campaigns based on engagement signals. 2. **How to Build a Full-Funnel Campaign Strategy with Metadata** Crafting a full-funnel strategy can be complex, but this playbook lays out clear steps for marketers at every stage. From attracting new prospects to nurturing high-intent leads, you get a holistic view of developing campaigns that move leads down the funnel. Each step is broken down for easy execution, helping you align campaigns and messaging effectively. 3. **Paid Social Retargeting** Want to retarget efficiently on social platforms? This playbook dives into creating high-impact retargeting campaigns, building audiences, and optimizing ad spend. Whether you’re focusing on LinkedIn, Facebook, or Google, the strategies here help you re-engage and convert leads at scale. And there’s much more, including hands-on video tutorials for every aspect of demand gen, audience segmentation, and campaign optimization. These playbooks are designed to be immediately actionable and help you supercharge your B2B marketing efforts. Available here -> metadata.io/playbooks

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Looking for the right CMO for your org? (Or wondering if your current one fits the right profile for your needs?) Read this.

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99% of companies think #generativeai has huge potential to improve productivity. 99% of companies don't want to use #generativeai because of legal, quality, and compliance challenges. Let's change that. #digitalassetmanagement #dam #contentproductivity

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When you’re the CMO of 5 different companies you leverage voice enabled conversational AI to deliver high quality leads to your various sales teams. Of course when one of those companies is a conversational AI company you get to write the scripts and prompts at 3:30am! Revmo AI Providertech

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Thanks to Dave Rigotti and team for a wonderful #PLGTM conference in SF. I had great discussions with sales and marketing leaders and here are some observations on how PLG has evolved. Part 1: Time to rethink PLG practice ✔ While the core idea of PLG revolves around self-service adoption and user-driven growth, the practice has evolved, and companies are recognizing the need for a hybrid approach. ✔ For a lot of practitioners, PLG means self-service and users adopt the product without sales support. In practice, PLG leads to increases S&M costs increasing CAC. So, it no more just about building a product but putting the marketing $ behind it. ✔ Enterprise buyers are researching on their own and have good information before they come to the call. Huge number of prospects want sales help in navigating the value prop but want to try out themselves. ✔ PLG does lead to execution speed driving the awareness, showing the value, decreasing sales cycles and enabling simple and faster expansion. ✔ There is a myth that only startups or B2C companies use PLG and has to be bottom-up approach. While many of the companies we know and products we use might be B2C, lot of enterprise B2B companies are PLG as well. e.g. users can simply signup and start using Calendly, Canva or Airtable. teams can start using the products like loom, figma and datadog. ✔ Bringing customers need a hybrid approach in 2024. You need to provide user value created by the product and buyer value created by sales teams. Think about product market fit and product customer fit - leading to greater number of happy customers ✔ Every KPI you are measuring should drive an outcome. If you collect data, ask "what is it used for? " and "how does it help customer or adoption?" ✔ As the PLG model continues to evolve, companies must adapt and embrace a balanced approach that leverages the power of self-service adoption while providing sales support to drive customer success and long-term growth. Thanks to David Yockelson and Dave Boyce for providing engaging discussion on the core of PLG. #productledgrowth #productledsales #salesledgrowth #startups #salesleadership #productmanagement

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“It’s not ABM or ABS, it’s Account Based” Sales & marketing should be working together 🤝 Yesterday I was so lucky to host a live stream webinar with G2 and GTM Leaders with the incredible Anya Slowenko, Matt Gales, Maria Monks and Ollie Sharpe We unpacked… 🎯 How to identify your ICP 💰 Tapping into those in market buyers 🤝 How to align sales and marketing 🔨 Tools that help you build your account based strategy This conversation was so insightful and really highlighted the importance of taking the buyer on a journey Don’t undo all of the hard work marketing has done to educate the buyer once they have stated engaging with the sales team 📚 Align your teams by bringing marketing and sales into meetings together to discuss strategy, language and how you tier accounts Comment 🎥 if you would like to watch the recording and I’ll send it to you! Thanks again to G2 for partnering with us, and our films team for this incredible set up 🔥 Watch this space 👀 #ABM #ABS #AccountBased #Webinar

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AI landing page builders are overhyped and lack strategic alignment! Top-performing pages need AI capabilities + human expertise to capture your authentic brand voice. Here's why strategic testing is needed for sustainable growth. 👇

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Discover how PreSales teams are evolving, adapting, and unlocking new opportunities in 2024 👀 From organizational structure to budgeting and analytics, explore the trends shaping the industry: https://lnkd.in/eGvrCeJT ​

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Sadly, many GTM leaders are struggling to get business value out of AI. Here are 6 of my favorite use cases that are super easy to deploy. 😘 That is, of course, if you have the right GTM AI platform. Happy to help you get off the ground with any of these use cases. Say the word! #gtmai #gtm

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