Kristina Jaramillo’s Post

What is blocking GTM teams from being more customer-centric, and what are some solutions? Check out the post below for some insights from our latest podcast episode with Joshua Fryszer 👇

Mark Stouse (CEO of ProofAnalytics.ai) recently commented on a post by Tim Hillison saying: Marketing is leverage on the Sales motion, meaning that Marketing is designed to make Sales significantly more effective and efficient than Sales would be without Marketing. At Personal ABM: An Account-Based GTM Firm, we find that in most cases, sales is only becoming more efficient with marketing as marketing is delivering leads that are showing intent. Marketing is helping to tier, segment, prioritize and target accounts. But, marketing in many cases is not changing GTM motions. They're not changing GTM interactions that all teams are having. They are not changing the account experience across the buyer's journey. To us, marketing should be the driver of these changes. Too often, we'll talk to #GTM teams that are looking to go upmarket. They are wanting to go from a transactional sale to a more strategic, account-based sale that requires different interactions and experiences. Our first question is....how is marketing going to support and drive the GTM initiative of going up market? How are they going to influence a new conversation that sales and customer teams should be having? We ask this because "sales" cannot do it alone. We strongly believe that the experience that marketing delivers will impact the experience that sales delivers which will impact the experience that customer success teams deliver -- and all 3 impact the overall account experience. DAT Freight & Analytics is a perfect example of this. Check out the case study below.

I love this statement from Jessica Fewless at Inverta:   If you don't understand and properly address your buyer's journey, your #ABM strategy will really just be a collection of coordinated channels, not actually having an impact on your targets' movement through the journey. This is why it's important to start with 1:1 ABM in most cases so you can improve the account experience and GTM interactions across the buyer's journey and customer lifecycle. This is the only way you'll be able to properly address the buyer's journey to have an impact on your targets' movement through the journey. This is the only way you'll be able to effectively impact win rates, deal sizes, and revenue growth. On the Personal ABM: An Account-Based GTM Firm LinkedIn page, you'll see a case study on how we helped DAT Freight & Analytics properly address the buyer's journey to land and expand accounts on Gartner's Top 25 Supply Chain list. Read the case study and others on the company page at: https://lnkd.in/emPcUrZr

Good take from Steve Petersen and MarTech on buying/becoming a customer of Big vs Small players. My favorite takeaways: - The relationship you'll have with them as a customer (will you feel valued?) - Roadmap potential. The small players have faster ones with probably more direct impact from customers. Big players have funding for big initiatives, but they draw their own roadmap with their own timelines. https://lnkd.in/gVHyYP2y

Yikes! It's June 18th and we're ~8 business days away from the end of Q2 for (many orgs). So what do great marketing teams do in June? --> They focus on the 3As (Audit, Align, Advance) so they can continuously improve and drive better results. And this is today's #quicktipTuesday. These teams: --> Audit programs and results from H1/2024 --> Align on what's working vs. what's not working --> Advance into H2/2024 by refining plans based on their Audit learnings Here's how you can execute on the 3As: 1. 📈 Audit - review your programs, results and budget/spend vs. your #marketingstrategy, plans, and forecasts. Many folks do some variation of this weekly, monthly and quarterly but now is a great time to ensure you have H1 rolled-up data that can inform and H2 and beyond. 2. 💡 Align - work and sync up with Sales, Customer Experience and Customer Success teams on revenue targets and objectives for the remainder of this year. Ensure you're weaving in account-based marketing and frameworks for key accounts, assessing progress made in accounts that have been the focus to-date, scrutinizing your pipeline to maximize velocity, and identifying success pathways going forward. Look at this from a bigger-picture perspective with respect to your ICP so you can properly assess and refine. 3. 👟 Advance - do more of what's working for the business now, STOP whatever hasn't been working, and weave in some new ideas and experimentation if possible. Ensure teams have what they need for focus and speed to maximize wins in the months ahead. It's always the right time to finesse or fine-tune any segmentation, targeting and positioning required to strengthen your GTM motions. This may seem obvious and even over-simplified (as we all know that each of these three steps requires various approaches and sub-steps that need to be undertaken) but in my experience, we often make things more complicated than required, and we often times have to dive on in. --> Will you be embarking on the 3As? Tell me why or why not in the comments ⬇ #b2bmarketingstrategy #demandgeneration

Signals. Signals. Signals. Seems like everyone wants to build a signal-based GTM playbook, but what are they and how do they differ from any other GTM playbook? Signal-based playbooks are all about creating relevance for why your team is reaching out. Every signal is a potential indicator from a prospect or customer that they are ready for engagement. The signal itself will help reps determine what the next best action should be. The key is combining 1st party signals (data you collect) With 3rd party signals (data from other vendors) Together you combine these sources of data to find he level of intent a customer or prospect is showing. Your reps can then use these signals to prioritize where to spend effort. Examples of 1st party signals  - Product data (sign ups, feature usage, seats active)  - Marketing data (form fills, website activity, community engagement) - Customer data (opportunity stage, deal size)  - Etc. Examples of 3rd party signals  - Firmographic enrichment (industry, company size)  - Technographic (BuiltWith)  - G2 review data  - Account level buying intent (6sense)  - Etc.

💡 LinkedIn tells me there is a 500% increase in #PMM #roles posted! This isn't only in Dublin, it's a great time to be a PMM globally. If maximized it's one of the most impactful roles in #B2B #SaaS. Here's 5 questions #strategic #PMMs push the business on: 1️⃣ Do we have good data? Do we know what's working, what's not working & why - can we spot our ICP? Not who my leaders WANT the ICP to be...who the ICP truly is & why they actually come to us (per the win loss data)? 2️⃣ If we have good data, is #innovation #storytelling aligned to what the data is indicating? Can you draw a clear line from product roadmap --> deliberately optimized value prop for our ICP? 3️⃣ Can we articulate where we are NOT investing and why? 4️⃣ What is something we offer that a competitor could not easily copy in 12-18 months? 5️⃣ Are we using data in funnel, campaign & content strategy? Ie. Are we making marketing decisions based on gut instinct or based on customer data? Many businesses jump into execution without understanding these fundamentals, resulting in low ROI bc plans weren't tied to actual customer insights.

What every SaaS leader should do before a major initiative… Gather your marketing and sales teams for a focused GTM strategy session. Here's a precise checklist: 1. Analyze Data: Examine your data closely. Transform raw numbers into actionable insights. Ensure your data is clean, standardized, and ready for strategic use. 2. Develop Segmentation: Clearly define your customer segments. Create detailed personas to predict and influence customer behaviors effectively. 3. Identify Target Accounts: Determine your Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM). Set up robust systems for lead-to-account matching and multi-channel engagement tracking. 4. Invest in Technology: Choose the right technology to automate processes, clean and enrich data, and ensure smooth data transformation. By following these steps, you’ll establish a solid foundation for your data-driven initiatives and ensure your GTM strategies are built on robust groundwork.

Today I had a GTM advisory session with a SaaS founder who has 146 clients but struggles with their ICP. They could not clearly articulate who their ICP is. Why? Because they have 146 clients, but never really started to analyze them. So here is what we did. Enrich their client list with relevant data. In this case it meant: 1️⃣ contract value 2️⃣ payment schedule (monthly, yearly) 3️⃣ title of decision maker 4️⃣ amount of user 5️⃣ sales cycle (in days) 6️⃣ product usage 7️⃣ source 8️⃣ industry 9️⃣ size of company 🔟 what they used before The goal? To find segments that show good indicators to be our ideal customer segment. And then double down on these. And try to find more of them. After the strategy session, they found 2 segments that performed better than others. Now they will run tests to see if these 2 segments will show better results in their marketing & sales activities. 👉 How do you analyze your clients?

𝐆𝐓𝐌 𝐎𝐩𝐞𝐫𝐚𝐭𝐨𝐫𝐬 𝐚𝐧𝐝 𝐋𝐞𝐚𝐝𝐞𝐫𝐬, 𝐲𝐨𝐮𝐫 𝐢𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐜𝐚𝐧 𝐡𝐞𝐥𝐩 𝐝𝐫𝐢𝐯𝐞 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲-𝐰𝐢𝐝𝐞 𝐢𝐦𝐩𝐚𝐜𝐭...🚀 Our previous GTM Benchmark Reports have revealed some fascinating insights: 📊 56% of companies missed revenue targets in 2023 💼 72% experienced longer sales cycles 📈 54% of companies with partner programs rely on partners for over 25% of revenue 🔥 60% of companies plan to expand their partner teams in 2024 📉 57% of companies failed to build sufficient pipeline due to marketing spend cuts 💡 47% of buyers expect to see ROI within 6 months 🤝 70% of GTM leaders want tech and teams that work better together 📊 86% of B2B companies are doing outbound, with 59% planning to invest more 🚀 There's been a 473% increase in adoption of Customer Time-to-Value and Expansion technologies These findings have helped countless GTM professionals navigate challenges and seize opportunities. Now, we need YOUR expertise to shape the future of Go-to-Market strategies. Our new "GTM is Better Together Benchmark Report" launching at INBOUND 2024 aims to provide critical insights on: → Evolving GTM motions → Efficient growth strategies → Tech stack integration → Team alignment tactics → Customer-driven growth initiatives Your 5-minute survey contribution could yield years of improved GTM practices across the industry. Be part of this transformative initiative! Bryan Brown is leading the charge here! 🔗 Take the survey now: https://lnkd.in/gZem5mnE Together, we can build a more aligned, efficient, and successful GTM ecosystem. Your voice matters – let's shape the future of GTM! #GTM #BenchmarkReport #BetterTogether