100%+ growth YoY, here’s how Walnut run their GTM
Startups, especially those in the software industry, often operate in a challenging environment full of unforeseen obstacles and opportunities. We spoke with Catie Ivey about that. She’s the Chief Revenue Officer at Walnut, a fast-scaling interactive demo platform for B2B sales.
We talked about managing a go-to-market strategy in a startup, tackling key issues like driving outbound growth, orchestrating the process, and creating a buyer-centric approach.
Finding Go-To-Market fit
In the early days of a startup, product-market fit is often the primary focus. However, as the business evolves, achieving go-to-market fit becomes a pressing necessity. This shift involves determining the right problems to solve, who to solve for, and building operational structures that can withstand the company’s growth speed.
“We anchor everything around customer centricity and then also be very purposeful at what are the right problems that we’re solving and who we’re solving them for, and what areas do we want to be absolute best in class at?” – [Catie Ivey 11:55]
Steps to Orchestrating an Effective Outbound Motion
Having honed in on their target market, Walnut began the journey of building an outbound motion. This was executed with a clear strategy, anchored on customer centricity, and purposeful recruitment of sellers who not only had sales acumen but were fundamentally interested in the B2B sales space.
“We’re hiring specific reps that we feel like have some experience and some excitement, not just to come in and take over a playbook and replicate what’s already been done before, but we’re looking for builders for sure.” – [Catie Ivey 38:49]
The Power of an ‘Allbound’ Approach
While creating a dedicated outbound motion is key to growth, one key takeaway from the discussion is the concept of an ‘allbound’ approach. This encapsulates the reality of multiple influences that contribute to the sales process and eventual customer acquisition.
“I really think of it as everything is an allbound motion. There is how marketing and sales and the entire go-to-market are working together. ” – Catie Ivey [17:56]
The Culture of Problem Solving in Full Funnel Management
One of the standout rituals observed at Walnut on their journey to growth was the Funnel Working Group. Here, various departmental heads and team leads all come together to scrutinize and problem-solve for different stages of the funnel. This cross-departmental involvement promotes alignment, accountability, and proactive problem-solving.
“From my perspective, to have a true culture of collaboration, there also has to be a culture of accountability.” – Catie Ivey [27:45]
Conclusion
Navigating the startup space is no easy feat. However, companies like Walnut reveal that with the right strategy, team, and customer-centric focus, impressive growth can be achieved. By employing unique and efficient approaches to tackling problems, maintaining alignment, and creating a sense of accountability, startups can establish and scale their go-to-market operations with great success.