4 Signs Your Go-to-Market Operation is Broken and How to Fix It
Your Go-to-Market (GTM) strategy outlines the means by which your organization delivers its unique value proposition to customers and achieves competitive advantage.
A well-considered GTM strategy is vital to the success of your business. However, sometimes, despite all your effort, your strategy could be broken and you may not even be aware of it.
In this episode, we explore four signs your GTM is broken and how you can fix it.
1. Disconnected Operations
A significant indication of a broken GTM strategy is when operations are disconnected — a siloed approach to sales, marketing, and customer success. This generally occurs when the respective teams, guided by different leaders, work in isolation, focused solely on their individual objectives and not the unified goal of the company. To fix this, ensure an integrative approach where teams work closely, with a clear understanding of their interconnected roles and shared objectives. And maybe consolidate under a unified RevOps function.
2. Disconnected Reporting
When reporting is disconnected, it often stems from disconnected operations. Different teams will have their own reporting systems in place. These systems might be effective individually, but if they are disconnected from each other, inconsistencies and inaccuracies are likely to creep in. The solution? Establish a unified reporting structure across the entire GTM operation. Don’t allow each team to only focus on their own performance metrics. Instead, create a shared basis of data and an understanding of how each team’s metrics impact the others.
3. Disconnected Language
In every industry and business, language is a powerful tool for communication. When sales teams, marketing teams, and customer service teams use different terminologies or fail to communicate effectively with each other, it signifies a broken GTM strategy. With a common language, your teams can operate more cohesively and contribute to the success of the go-to-market strategy.
4. Disconnected Execution and Goals
Often, the goals set by different groups in an organization are disconnected from each other. While individual targets are important, they can sometimes become barriers to a cohesive GTM strategy. Integrate individual goals with overarching company aims to ensure consistent growth.
Aligning efforts across your operation can make the GTM strategy more effective and successful.
The Way Forward
If any of the above signs resonate with your GTM strategy, it’s time for a reassessment. As Mikkel from Growblocks points out, aligning on a common goal is vital across the organization to achieve your targets.
“Each little gap…adds a little bit more sand into the gearbox, and eventually, it’s gonna grind to hold.” (Toni)
Ultimately, adopting a shared revenue architecture tied to common goals can make your GTM strategy more effective. “Yes, bow tie thinking,” as Mikkel encapsulates, “But revenue architecture. Someone has to own this thing.” By addressing these four signs promptly, you can rectify the disconnections in your GTM strategy and set your business on a path of growth and success.
As you move forward, remember, it’s not about shooting for disconnected success but creating a unified strategy that can propel your organization to the heights it can rightfully achieve.