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The Definitive GTM Assessment for 2025 Planning
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This week’s edition includes:
GTM Research: The Definitive GTM Assessment for 2025 Planning
GTM O.S. Certification Spotlight: Gwen Lafage
Upcoming GTM Events: Tickets are now open for our last show in San Francisco!
GTM Research: The Definitive GTM Assessment for 2025 Planning
A weekly deep-dive into new GTM research and insights.
It’s hard to believe it’s been three years since our co-founders Sangram Vajre and Bryan Brown published MOVE: the 4 Question Go-to-Market Framework.
A lot has changed in three years!
Here’s just a small fraction of what we’ve learned from working with thousands of companies since MOVE was published:
Generative AI: AI has gone from being a tool used by only the savviest users to being a ubiquitous part of GTM strategy and execution.
The rise of RevOps: Increasing complexity and demand for capital-efficient growth has required RevOps to step up into a strategic leadership role within a GTM team.
The old playbooks are dead: the days of costly growth through SEO and PPC are behind us. GTM-ers have had to learn to embrace efficiency, profitability, and personalization in their GTM strategy or risk being left behind.
Your customers expect ROI faster: 57% of buyers now expect to see ROI from their software purchases in under 90 days (whereas just one year ago, 47% expected to see ROI in 6 months).
Shift to value-based messaging: With increased competition and market saturation, B2B companies have pivoted from product-centric pitches to value-based messaging, emphasizing outcomes and ROI that their solutions can deliver.
We could probably list 25 more things that have changed how we go-to-market. Evolution is the name of the game.
What has NOT changed:
GTM is still hard: Arguably, it’s harder than ever. Companies still struggle to bridge the gap between their vision and effective execution. Our research shows that last year, 54% of companies didn’t create enough pipeline, 49% of companies missed revenue, and 51% are seeing longer Sales Cycles.
GTM is a team sport: GTM should be a collaboration between sales, marketing, customer success, leadership, product, and RevOps. Sales and marketing can’t do it alone.
Our definition of GTM remains the same: GTM is a transformational process for accelerating your path to market with high-performing revenue teams delivering a connected customer experience. GTM acts as the vehicle that bridges your company's strategic objectives (purpose and dreams) with customer outcomes (realized benefits).
MOVE: the 4 Questions
The four fundamental questions you can and should define your exploration of your GTM journey have also not changed:
Who should you MARKET to?
What do you need to OPERATE effectively?
When can you scale your business (VELOCITY)?
Where can you grow the most (EXPANSION)?
Join us on November 6 at 12:30 ET for GTM Made Simple Live where Sangram will talk about this assessment and how to use it.
The GTM Maturity Curve and the 3 P’s
In order to work strategically on the four questions above, it's essential to understand the GTM maturity curve's three stages and three “P's”:
Ideation (Problem-Market Fit): In this stage, you lack a fully developed product and are uncertain about its market fit.
Transition (Product-Market Fit): With the right product-market fit, you shift focus to developing a repeatable, scalable process to increase market share.
Execution (Platform-Market Fit): As your company evolves into a multiproduct organization, the emphasis shifts from individual products to a platform approach.
Your company's stage in this curve depends on factors beyond revenue, such as industry dynamics, market, category, and offerings.
The MOVE Assessment
We created an assessment you can take with your leadership team to determine where you and your team are aligned regarding the 3Ps.
When you take an assessment like this, what you’re looking for are areas that stand out as misaligned.
For example, if most of your team thinks you’re in the transition phase, but your metrics are stuck in ideation, you’ll be missing out on opportunities to really understand your business.
On the other hand, if you’re in the ideation phase and using metrics from the execution phase, you’re overcomplicating things and may be moving slower than you need to.
Below is an example of an assessment taken by a leadership team.
Each individual’s answers are mapped by color. So, for example, the CEO is the gray dot, the CMO is the yellow dot, and the CRO is the dark pink dot.
Here are a few takeaways from the real assessment shown below:
The CEO (the gray dot) is not on the same page as her team. She clearly marked four categories in Platform-Market fit while her employees feel the company is in Problem-Market fit. It will take some unpacking to understand if she is correct and hasn’t clearly articulated her vision, or whether she is too optimistic and needs a reality check.
Most of the dots are mapped to Product-Market Fit, or the Transition Phase. The outliers are in Expansion and KPIs, which lag behind. These are opportunities to catch up Expansion efforts and KPIs to their actual maturity stage.
One-third of the team still feels they are in reactive mode, which means work needs to be done to align priorities.
You can take the assessment and review it yourselves, or if you’d like, we can come in and do a session with your leadership team to help you understand where you are today and prioritize the GTM strategies that will help you grow the most efficiently.
Thousands of companies have taken the MOVE Assessment over the past three years, and we’d love for you to join their ranks. It’s on us!
Do you need help with your GTM strategy and execution?
GTM Partners works with B2B companies who need help with GTM, whether you just need a few tweaks or a full reboot of your strategy.
We’re booking now for 2025 planning work, including:
GTM Audit and Plan: We assess your current GTM challenges and opportunities, provide a GTM Score, and offer a plan for identifying and prioritizing your biggest GTM challenges.
Advisory: We work one-on-one or with your entire GTM team to execute your plan using our proprietary GTM Operating System and the frameworks we’ve built to accelerate your growth. We can do this on a project basis to address specific needs or help you through a total GTM transformation.
GTM Certification: We offer Go-to-Market certification for individuals, teams, and agencies using our proprietary GTM Operating System.
We’d love to chat more about your needs and how we can help.
GTM O.S. Certification Spotlight: Gwen Lafage
Gwen Lafage, VP of Brand at Sinch, is one of hundreds getting certified in the GTM Operating System.
Designed for GTM leaders and individual contributors in sales, marketing, customer success, and executive leadership, The GTM O.S. Certification program gives you a holistic view of designing and implementing a successful GTM strategy.
GTM Events- Come Hang Out with Us
A list of upcoming events GTM Partners is hosting or attending
November 4-6: MOps-Apalooza 2024 (Virtual and Anaheim, CA)
Marketing Operations (MOps) has become the backbone of successful GTM strategies.
Join Sangram at MOps-Apalooza 2024 via live stream or in-person in Anaheim, CA, November 4-6, where the brightest minds in Marketing Operations and GTM will gather to share strategies and actionable insights that transform how teams launch, scale, and optimize GTM processes.
Use code GTMOpza24 during checkout to save 10% off your ticket! Don’t miss out—register now to secure your spot.
Attend or stream MOps-Apalooza 2024 here.
November 6: GTM Made Simple Live (Virtual)
Join Sangram for his weekly series live on LinkedIn . This week’s topic is the MOVE Assessment covered above.
November 13: Build Your GTM Strategy in One Slide (Virtual)
Sangram will be hosting a closed-door session on November 13 at 2 p.m. to help guide you through creating your own GTM strategy on on slide.
Bring your entire team because transformation happens in teams.
November 20: GTM is Better Together (San Francisco)
This is our last of four Better Together shows and we would love to see you there! Our summit last week in NYC was amazing! Request an invitation for San Francisco here.
November 20, San Francisco:
Mopsapalooza
GTM Made Simple Live
Tuesday- Music City
Closed Door GTM in a Slide
Would love to hear what you think has and has not changed in the last 3 years of GTM. Leave your thoughts in the comments or on our LinkedIn post.
Love,
The GTM Partners Team
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