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The GTM Manifesto
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This week’s edition includes:
GTM Research: The GTM Manifesto
Spotlight: High Alpha’s 2024 SaaS Benchmarks Report
GTM Partners’ Analyst Hour: Unlocking AI for 2025 Planning on December 11, 2024
G2 Reach: Business at the Speed of AI
The GTM Manifesto
In an era where recurring revenue businesses face ever-evolving challenges, the GTM Consortium has a manifesto and set of standards to guide organizations in achieving sustainable and durable growth.
What is the GTM Consortium?
The GTM Consortium is an independent alliance that offers a standardized approach to GTM. It provides a common language, a uniform customer-centric methodology, and a set of standard GTM definitions, frameworks, processes, and metrics.
GTM Consortium's founding partners are Pavilion, GTM Partners, and Winning by Design, who collaborated to create the GTM Manifesto and the GTM Principles.
The mission of the GTM Consortium is to provide a best-in-class approach to recurring revenue companies, empowering them to drive sustainable and durable growth through proven GTM strategies.
Why do we need GTM Principles and Standards?
Siloed operations in marketing, sales, customer success, and product teams have caused inefficiency.
We need a unified GTM approach emphasizing cross-functional collaboration to create customer value while driving recurring revenue. Organizations risk misallocated resources, slower growth, and reduced enterprise value without this alignment.
What’s Included in the Manifesto?
The manifesto offers a comprehensive guide to GTM, covering:
A standard definition of GTM to rally behind:
Key Concepts
A unified GTM approach breaks down departmental silos, aligning teams to focus on customer impact rather than isolated metrics.
Common GTM Challenges
Issues like reliance on heroic sales efforts, misaligned teams, and churn are reframed as GTM problems requiring holistic solutions.
The Six GTM Motions and How to Measure Them
The six GTM motions are:
Inbound-led
Outbound-led
Product-led,
Partner-led
Event-led
Community-led
Frameworks for Execution
Models like the GTM Operating System and MOVE Framework provide actionable steps for aligning strategy with execution.
Then there are a host of models and frameworks for execution.
Why It Matters Now
As companies navigate tighter budgets and higher expectations, it’s crucial that we agree on standards and best practices.
Traditional approaches relying on unlimited capital are no longer viable.
By adopting GTM strategies, organizations can efficiently allocate resources, drive predictable growth, and ensure long-term success.
The GTM Manifesto is not just a guide—it’s a call to action for companies to rethink how they align their teams, measure success, and deliver customer value.
For businesses aiming to thrive in today’s competitive market, adopting these principles isn’t just an option—it’s a necessity.
Read the Manifesto: https://5242563.fs1.hubspotusercontent-na1.net/hubfs/5242563/GTM%20Consortium/GTM-Manifesto_RGB.pdf
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 Assessment: Over 1000 companies have taken our GTM Assessment to build their GTM Strategy. Your team can take it here.
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 work on a project basis for 4-6 weeks to fix your Total Relevant Market, POV, Market Investment Map, and more. If you need more than a one-off project, we can also 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.
Spotlight: High Alpha’s 2024 SaaS Benchmarks Report
High Alpha released their annual SaaS benchmark report last week, and here are a few highlights:
Market Stabilization and Growth:
The SaaS market is showing signs of stabilization after years of volatility. Net Dollar Retention (NDR) has stabilized at 110%, and year-over-year revenue growth for public SaaS companies has remained steady at 17%-18%.
Companies with less than $1M ARR saw a rebound in growth, with median year-over-year growth rates increasing to 100% compared to 90% in the previous year.
AI as a Growth Driver:
AI-native companies are outperforming traditional SaaS in revenue growth, especially in ARR bands greater than $1M.
While AI monetization strategies are evolving, 68% of companies monetizing AI are using subscription-based pricing models.
Efficiency Over Growth:
Companies are increasingly focused on operational efficiency. Early-stage SaaS businesses leverage fractional support to reduce costs, while larger firms are expanding headcounts post-pandemic.
Gross Revenue Retention (GRR) improved across most ARR bands, reflecting better customer retention and reduced churn.
New Analyst Hour: Unlocking AI for 2025 Planning
If you are planning on buying an AI product or already have an AI product that you want to use to the best of its potential, we are here to help!
On December 11, Sangram is hosting an all-star panel for an analyst hour that will cover the following topics:
Understand the versatility of AI across various segments and industries - Technology is not the only sector where AI is making waves - Healthcare. Manufacturing, Retail, and Finance are just a few of the sectors joining in the AI bandwagon.
Discuss the specific applications of AI, including automation, predictive analysis, and enhancing customer engagement, and highlight trends and emerging technologies that showcase AI’s adaptability
Discover how to evaluate the readiness of your organization for AI implementation or adoption - strategic alignment, infrastructure and workforce capabilities, privacy and ethical concerns, and mitigating the risks of AI implementation.
Watch case studies illustrating the practical application and measurable outcomes from organizations that have successfully adopted AI.
G2’s Reach: Business at the Speed of AI
Turn AI disruption into your GTM competitive advantage at Reach, G2’s annual virtual event.
Join best-selling author Seth Godin and GTM leaders from Grammarly, Canva, SaaStr and more as they reveal practical frameworks driving growth in today's AI-first market.
Get actionable strategies to accelerate revenue, exceed buyer expectations, and spot market shifts before competitors. Experience it all virtually on December 10th.
We hope you have a restful, happy, and grateful Thanksgiving with your loved ones. We’ll see you next week!
Love,
Karthi, Ciel, Anne, Suchi, Kabir, Sarah, Bryan, Lindsay, and Sangram
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