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6 GTM frameworks for new GTM leaders
We’ve hosted nine GTM Made Simple roadshows around the U.S.
What we hear from GTM leaders in every city is some version of the same thing over and over:
“This is the only place I can tell the truth about our GTM challenges.”
“This is like a therapy session! I had no idea so many others were facing these issues!”
“I thought I had GTM figured out but this is helping me take my team to the next level.”
Many, but not all, of the people saying these things are CMOs.
Despite the fact that we believe the CEO should own GTM, the reality is that at most companies, the CMO is leading the charge and assembling the GTM team.
But we do get CEOs, CROs, and VPs of Product, Customer Success, Sales, and Marketing.
Some are in their first role leading the GTM charge.
Some are seasoned leaders who have joined a new company and are trying to assemble an effective GTM team.
A few are founders or longstanding leaders looking to level up their revenue.
So we decided to pull together a list of resources for new GTM leaders. Let us know in the comments what else has been helpful to you!
1. The Go-to-Market Operating System (OS)
The GTM Operating System is an 8-pillar framework that we have developed to provide organizations with clarity and alignment in their strategic planning and execution process.
The GTM Operating System is made up of many interconnected parts that allow your GTM team to stay aligned on a common goal, both as a GTM team and within specific disciplines such as sales, marketing, and customer success.
It also allows the owner of GTM within your organization to validate your strategy and understand the capacity of the GTM team. Like we said above, this should be the CEO but is often the CMO or CRO. Either way, these eight pillars are critical to ensuring that GTM is a company-wide holistic initiative and not just a marketing/ sales initiative.
The GTM Operating System provides blueprints for how to manage GTM execution across the entire company.
Each pillar builds on the next, allowing you to connect the dots between teams with significantly different roles.
2. MOVE: The 4-Question Go-to-Market Framework
Our co-founders, Sangram Vajre and Bryan Brown wrote a bestselling book called MOVE that serves as a GTM operating manual to give you confidence and clarity around:
Who you market to
What you need to operate effectively
When you scale your business
Which areas you can grow the most
It’s a great tool for a new GTM leader to assess the state of play, whether it’s your first gig or your 10th.
(Pro tip: if you want a copy, attend one of our roadshows. Everyone gets a signed edition!)
3. GTM and CMO Scorecards
Part of being a good c-level leader is knowing what to measure.
We’ve got you covered.
A modern GTM dashboard doesn’t just track acquisition and revenue. It tracks the overall health of the business to help the executive team make better go-to-market decisions faster.
Download the CMO/CRO Scorecard
3. A New ROI Framework
Our research shows that 60% of companies can’t quantify ROI.
We believe that credible, third-party validated ROI is the number one thing companies can do to accelerate growth this year.
New GTM leaders should understand the five types of ROI, how to communicate ROI to different personas on the buying committee, and how to use an ROI story at different stages of the sales cycle.
4. Understanding your Total Relevant Market (TRM)
As a new GTM leader, you may be coming into an organization that thinks they have their ICP nailed.
It’s worth your time and energy to make sure they do, or to make adjustments if they don’t.
What often shows up later on as a messaging problem or a sales problem is often a targeting problem.
Download our report to learn how to:
Gather intel on your ICP
Create customer cohorts
Select a provider for data intelligence
Develop a scoring model.
5. Understand the 7 GTM Motions
Most companies are leveraging more than one GTM motion at a time.
Huge enterprises may use all of them. A smaller startup may invest in only one or two.
Each of these approaches requires its own strategy and investment to ensure efficient growth.
Learn what they are, when you should use them, and how to know if you should invest in a new one.
6. Attend an Event
Almost every month, we have either an in-person or virtual event or both.
GTM Made Simple Roadshows
We just announced our in-person GTM Made Simple roadshows for the rest of 2023.
These are by-invitation-only events where director-level and above GTM leaders meet to talk about challenges and solutions.
So many people have said these are like therapy sessions or that it’s the only place they feel they can be really honest. The learning and networking would be fantastic for a new CMO.
NYC on September 22
Los Angeles on November 2
San Jose on December 7
The Role of Generative AI in Go-to-Market (July 27)
We’re also hosting a virtual leadership summit on July 27 on the Role of AI in Go-to-Market.
We will have companies showing how they leverage generative AI in their own GTM plans or in products that will make it easier for you.
Definitely sign up for this one even if you can’t attend the whole thing because you’ll want to make sure you’re on the list to receive the slides and recordings.
Why Digital Sales Rooms Are Key to Your GTM Strategy (July 20)
Discover the strategic role of Digital Sales Rooms (DSRs) and how they empower your sales team to close deals faster by leveraging personalized content experiences.
During this 30-minute webinar (register here), you’ll:
Discover why Digital Sales Rooms are becoming a must-have for modern revenue teams
Experience hands-on results from companies (like EcoVadis and Foundant) that use Digital Sales Rooms to empower their sales teams
Learn how Uberflip’s Digital Sales Rooms solution (Sales Assist) can streamline sales workflow, deliver intent and engagement data in real-time, and enable buyers with relevant content
Bryan Brown, Chief Analyst for Go-to-Market analyst firm GTM Partners will moderate a panel with two Digital Sales Room customers, and Yoav Schwartz, Co-founder and CEO at Uberflip.
GTM 2023: October 10-12 in Nashville
Our new partner, Pavilion, is hosting its first GTM conference in Nashville, October 10 -12 and it’s shaping up to be an incredible event. Our CEO, Sangram, will be speaking along with a host of other GTM leaders.
GTM2023 is a one-of-a-kind conference, bringing together full go-to-market executive teams to drive alignment over three days of hands-on planning workshops, top-of-mind panel discussions, and executive sessions.
October 10 - 12, 2023 | Nashville, Tennessee
We hope you got at least a day or two (or more!) off last week to rest and rejuvenate as we head into the dog days of summer and get ready for Q3 and Q4.
Love,
The GTM Partners Team
