Filters
The average enterprise has 23 vendors in their core GTM tech stack!
Thanks for being one of more than 48,000 forward-thinking GTM Leaders who subscribe to this weekly research note. We aim to be the go-to for go-to-market, so we appreciate you reading and sharing when you see something you like!
This week’s research note includes:
GTM Research: Lessons learned from 53 GTM tech stacks
GTM Problem of the Week: Should we build a more robust partner program?
GTM ROI Study of the Week: Reachdesk
GTM News: Announcing the launch of our GTM OS Certified Partners!
GTM Research: We reviewed 53 GTM tech stacks, and here’s what we learned.
A weekly deep-dive into new GTM research and insights
We’re on a mission to collect 100 GTM tech stacks.
We want to see:
which technologies are used most often
which vendors show up together most frequently
how many different technologies the average company uses
which areas of GTM are the most flooded and which have the most opportunity
Well, we’re more than halfway there.
We have collected 53 tech stacks and we thought it was time to see what we could learn from analyzing them as a set.
How do we get them? At every one of our GTM Made Simple roadshows, several companies come and present their biggest GTM challenges, their tech stacks, and their success stories. Attendees love hearing what peers are doing!
1. The average enterprise has 23 core vendors in their GTM tech stack.
Companies say they want to streamline their tech stacks.
According to G2’s 2023 Buyer Behavior Report, buyers rank ease of integration higher than the cost of the software, the kind of security it provides, or its TCO. 78% of buyers prefer to work with fewer vendors, and 84% say they wish they could use a single solution instead of multiple tools.
Yet our research shows that the average enterprise has 23 core GTM vendors in their tech stack.
The pillars with the most technology are Brand & Demand and Pipeline Velocity. We counted 327 total vendors in the Brand & Demand category, for an average of 7.6 vendors per company.
There were 248 vendors in the Pipeline Velocity category, which means companies have an average of 5.9 vendors in this category alone.
2. Some vendors show up again and again.
A core tech stack should cross silos and support the entire 8-pillar GTM OS.
The vendors who showed up the most in the 53 tech stacks we reviewed were:
Zoominfo
G2
Demandbase
Salesforce
Hubspot
Marketo
Gong
Clari
Salesloft
Gainsight
Openprise
LinkedIn
TechTarget
3. There are certain tech vendors that clearly work “better together.”
G2’s research showed that 82% of companies said it’s important that the software they buy integrates with their existing solutions.
When we say “better together,” we’re talking about more than just a simple integration.
We’re talking about vendors that work so seamlessly together, that buyers are better off choosing them together than any other pairings.
Two notable examples:
Zoominfo and Demandbase: In our review of tech stacks, we found many companies choose both these vendors because even though they have some similar capabilities, their mutual customers observe they are complementary technologies that work better together.
Hubspot and Salesforce: Unlike Zoominfo and Demandbase, which complement each other, Hubspot and Salesforce are clear competitors and they are not necessarily better together. The fact that so many companies use both indicates an opportunity for each to better meet a broader set of needs.
Thought starter: Which of your partners or vendors can you tell a true “better together” story?
In summary . . .
Buyers are still figuring out when to use a point solution and when to use a platform solution, but no matter what, they want tools that work well together.
Buyers: if you’re looking for a new solution, ask your best vendors who they work best with. Let them be the strategic advisors they long to be.
Vendors: Be prepared with an answer when buyers come with that question! Know who your best integration partners are and what they do well.
The GTM tech landscape is still a crowded, fragmented place. In order to stand out, find partners who elevate your value proposition and make you stickier within your customers’ tech stacks.
GTM Problem of the Week
Send us your most pressing GTM problem, and you’ll get a short session with an analyst to answer it!
Dear GTM Partners,
I’m CEO of a scale-up GTM SaaS provider. We have achieved product market fit, we’re profitable, and our investors and customers are all happy.
I’m at a turning point.
Do I invest more in partnerships to reach the next stage of growth, or do I rely on the GTM motions (inbound, outbound, events) that have gotten me to where I am today?
Scale-up Founder
Dear Scale-up Founder,
The specific strategies your company needs to hit your next milestones are unique to your industry, your product, your market, and a host of other factors.
But what we can tell you is that based on our research, we believe wholeheartedly that partner-led growth is a can’t-miss strategy for most companies.
We want to share some research with you from our recent GTM Benchmark that might shed some light on why we’re so bullish on partnerships (this research was conducted with Partnership Leaders).
Higher Retention Rates: In one case study we did, an $84M GTM technology vendor found that the more their customers integrated their products with other tech, the higher their retention rate. Customers with 6 integrations renewed at 60%, customers with 8 integrations renewed at 80%, and customers with 10+ integrations renewed at 100%! It makes sense. The more integrated you are with your customers’ tech stack, the stickier you are. You’re so much harder to replace.
More Revenue: Of companies with a partner program, more than half rely on partners for 25% of their revenue.
Lower CAC: 71% of companies say their CAC for a partner deal is much lower than it is with a solo deal.
Investments in Partner Programs: 60% of companies are expanding their partner teams in 2024.
If that’s not enough, check out these stats from our recent report on Partner-Led Growth. Using a partner-led growth GTM strategy drives:
46-99% higher opportunity win rate (source: Reveal)
11% shorter time to close (source: Reveal)
200-432% times more partner-sourced revenue (source: Partnerstack)
If you decide to go down the partnership path, give some thought to which of the 5 partner-led growth programs make the most sense for your business.
Then look for those real “better together” stories, where not only do you integrate, but the whole is greater than the sum of its parts.
You want to find partners where there is a 1+1=3 dynamic.
Lastly, don’t forget that forging great partnerships today can be a precursor to acquiring another company or being acquired, depending on what your exit strategy is.
Hope that helps, but we are always here to pitch in if you need us!
Send in your GTM Problem of the Week.
We solve GTM problems like this every single day!
Book a call to learn more about how we can help.
GTM ROI Study of the Week: Reachdesk
B2B buyers are inundated with emails, phone calls, and LinkedIn requests. However, to create pipeline and close deals, vendors must be able to break through the noise, capture the buyer’s attention, and build deeper connections with a message that really resonates.
Amidst industry fears that outbound is dead, sending prospects personalized gifts can transcend the digital overwhelm becoming increasingly common in B2B interactions.
Reachdesk is an AI-powered gifting platform that is able to turn corporate gifting into a measurable, scalable, global channel with real impact.
Marketing, Demand Gen, and ABM teams love using Reachdesk to augment and improve the effectiveness of traditional outreach and demand generation techniques with unique and personalized direct mail campaigns.
Sales users leverage Reachdesk to stand out from the crowd, book more meetings, generate pipeline, and accelerate deals that close at a higher rate than those who did not receive gifts.
Customer success teams use direct mail to engage customers around onboarding or renewal, celebrate success, and grow strategic accounts.
With deep integrations with popular CRM, MAP, and ABM platforms, leaders are able to easily track the impact of direct mail through improved response rates, contribution to pipeline, time saved, increased sales velocity, and bigger deals.
GTM News
GTM news, nuggets, announcements, and what we’re reading.
We’re hogging the GTM News this week and announcing the launch of our GTM OS Certification Partners!
We call it the GTMarketplace, and it’s where you can come to find agencies and fractional leaders who have all been trained, tested, and certified in our 8-pillar GTM Operating System.
The GTMarketplace will help you find an agency or fractional leader to help you execute your GTM strategy.
Certified Agency Partners:
Intelligent Demand helps B2B companies unlock smarter growth. With over a decade of proven success, we're the trusted partner of CMOs, CROs, and CEOs ready to drive meaningful growth.
Carabiner Group’s proprietary RevOps-as-a-Service® model offers on-demand, flexible access to a wide array of RevOps resources as and how you need them.
Khronos accelerates B2B marketing strategies through targeted, data-driven account-based programs, delivering buyer insight and pipeline growth.
Inverta brings strategy and technology together to help our clients become more effective at driving pipeline and revenue with their demand generation and ABM programs.
Certified Fractional Leaders:
Revenue Reimagined is your Go-To-Market Special Ops team. We identify the problem, pinpoint exactly what needs to happen, and provide the precise solutions to accelerate your go-to-market engine.
Scrappy ABM delivers step-by-step programs for the Crawl Stage of ABM.
Entry Point 1 scales startups and transforms scaleups with Fractional CMO and GTM Advisory services, directly connecting strategy and execution across revenue teams and improving your bottom line.
Arcadia helps partner teams scale and operationalize so they can become fully incorporated into the daily activities of GTM teams.
Sandy Yu unlocks the revenue hidden within your customer base to drive sustainable growth and profitability.
SaaS Lumen focuses on Revenue Acceleration services to help your GTM team improve metrics like Expansion and Renewal.
Kptn Ventures UG specializes in developing precise GTM strategies to transition startups from founder-led sales to scalable teams, aiming for €0.5M to €5M revenue growth.
We are so proud to be working with these incredible agencies and fractional leaders, and we hope you will consider them for your GTM execution needs!
If you’d like to be considered for GTM OS Certification, join the waitlist.
GTM Events
A list of upcoming events of interest to GTM professionals
April 11, Salt Lake City, UT: GTM Made Simple Roadshow
April 17, NYC and virtual: Goldenhour
April 17, NYC: GTM Partners Analyst-Led Dinner with Demandbase and Reachdesk
April 18, NYC, Pavilion CMO Summit
April 25, 1 p.m. Virtual: Rev Ops Leadership Summit
May 10, Seattle, WA: GTM Made Simple Roadshow
May 15-16, St. Louis, MO: Gainsight Pulse
June 7, Atlanta, GA: GTM Made Simple Roadshow
Hope to see some of you in Salt Lake City later this week!
Love,
The GTM Partners Team
