That’s why I’m taking a moment to define it. At Demandbase, GTM refers quite simply to all the strategies and activities having to do with generating revenue. It encompasses all the definitions above, but aligns most closely to the second option, “All customer-facing activities, including marketing, sales, account retention, and growth.” Now, why does B2B GTM need transformation? So glad you asked. I see two primary reasons. 1. The shift to digital B2B GTM has always been more challenging than B2C. decision, more complex solutions that require more consideration, and more initiatives vying for the same budget dollars.
But the level of complexity has escalated in bulgaria whatsapp phone number modern times with the digital revolution. And that’s been amplified since the start of the pandemic, when much of the workforce shifted to remote work. According to industry experts, as much as 95% of the buyer journey is carried out without engaging your sales reps. In other words, the journey is conducted almost entirely online, and is mostly hidden from the marketers and sellers who need to engage these prospective buyers. As if that wasn’t challenging enough, with multiple stakeholders involved in every purchase decision, you’ve got a network of activity happening that resembles a soccer match more than a single-threaded relay race, where there would be a clear handoff between marketing and sales.
As in soccer, where the ball moves forwards, backwards, and sideways, passing from offense to defense and back again until eventually a goal is scored, in today’s go-to-market, sales needs to jump in early, marketing needs to stay in the game all the way until a deal closes, and customer success comes in from the sidelines if the sale involves an existing customer. With the entire revenue organization on the field, alignment is not only nice, it’s essential. These teams must work as one, targeting the same accounts and decision-makers, sharing the same goals, working from the same data — say goodbye to siloed data — and they need to be working from the same playbook.