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GTM Motion and Components

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41 views21 pages

GTM Motion and Components

Uploaded by

pascherpourtoi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Intro

Definitions
Let’s get clear on concepts you’ll come across in this doc.

Go-to-market (GTM) - sales, marketing and customer success activities/programs


designed to sell your product or service.

Account-based Marketing (ABM) - a GTM philosophy and tactics designed for


“whale hunting” - winning deals over $15K/year. The “unit of measurement” ABM
uses is the account (company) rather than the lead (individual) - recognizing that
rather than focusing on collecting a quantity of leads, ABM aims to create aligned
sales-marketing and focusing on strategically nurturing accounts (companies)

1. The Components You Need to Get Deals


The GTM Delta pyramid describes all the major components that need to be in place
for your go-to market to be effective. We always start by looking at this:
The GTM Delta consists of four key components that take your offering from
unknown to the hands of ideal buyers:
1. Market: Understand the market, information needs, ideal customer profile
2. Message: Positioning, core messages, brand narrative
3. Assets: Marketing assets and sales collateral to create awareness and educate
4. Action: Campaigns - warm-up, activation, nurturing, demand capture
All four components need to be in place or the "pyramid" will fall
Being weak in any 4 areas of the Delta will cause issues.

2. Determine GTM maturity


99% of organizations fit into one of 4 stages based on how mature (and effective)
their GTM operations are:
Here is a quiz that helps you determine your GTM Archetype.
The dimensions:
1. Primary GTM driving force: to what degree is the sales-marketing transaction-
driven vs value driven

2. Scope and depth of GTM operations: immature GTM is characterized by relying on


1-2 channels and focusing on “filling top of funnel”, with sales doing ad-hoc
activities in later pipeline/buyer journey stages. Mature GTM spans multiple
channels with formal programs catering to multiple buyer journey stages.

The four archetypes: Hunter, Sailor, Knight, Wizard


● Hunter: Lowest maturity, ad hoc, founder-led sales, transaction-driven
● Wizard: Highest maturity, full GTM and ABM, value-driven, sales/marketing/CS
alignment

Market
1. Define TAM and TRM

Total Addressable Market (TAM)

TAM is part of defining the market in the GTM Delta framework


● It includes all the companies you can realistically sell to in the near future (3-5
years), even if you don't have all the features in place yet
● Within TAM, total relevant market (TRM) is companies you can sell to right
now that fit your ICP
● Intent accounts are companies within your TRM showing buying signals that
they are sales ready

Who are we targeting with campaigns (Action)?


We’re creating
1. Demand capture, Activation and nurture programs for Intent Accounts
2. Demand generation, Warmup programs for the Total Relevant Market (and
Intent accounts to some extent too)

If inbound leads or referrals drop in from outside our ICP but inside the Total
Relevant Market, we evaluate whether it makes sense to engage.

2. Define the Ideal Customer Profile (ICP)

Figure out firmographics, maturity, strategic goals of the companies who are
your ideal prospects. Then go into what triggers and signals might indicate
that they have a need.

Ideal Customer Profile (ICP)


● An ICP defines the ideal company that is the best fit for your
product/service

To determine ICP, look at your best current customers and identify common
characteristics:
● Industries, strategic goals, main challenges, pain points, maturity level,
team structure - whatever is relevant in your ability to sell and deliver
● Interview your ideal customers to understand their needs and buying
process
● List out factors that indicate if a prospective company has the qualities
to be an ideal customer
● Go beyond just firmographic data to include strategic goals,
challenges and pain points
This should be a collective brainstorming, getting a good amount of input
from sales, marketing and customer success.

3. Define the Buyer Personas - Map the Buying


Committee
Once you have the ideal company profile (ICP) nailed, map out all the people
who will take part in the buying process. Identify needs, pains and other relevant
variables. Focus on the Champion.
4. Identify Stages of The Buying Journey

The Bowtie Model:


● A model of the full lifecycle B2B buyer journey - highlighting not just
acquisition, but retention and expansion.
● The left side covers pre-purchase stages: Awareness, Education,
Selection
● The right side is post-purchase: Onboarding, Impact, Growth
● Identifies metrics and activities for sales, marketing and customer
success at each stage
● Emphasizes the importance of the post-purchase stages for expansion
revenue

Identify the top information needs of relevant buyer personas for each
lifecycle stage. Identify triggers that will have the ICP move from one stage to
the next.

The buyer journey is not linear; it’s more like a tangle of spaghetti, but these
are the main phases your buyers will zigzag through,
- sometimes skipping stages
- other times stalling or regressing.

Message
1. Map the Transformation Your Solution Creates

Create a Before-After transformation Matrix, digging deep into how your solution
changes the game for the ICP and the Champion persona. Use the dimensions of
“have”, “feel”, “average day” (jobs-to-be-done) and “status” to go deep on the
before-after contrast.
Involve the team in this, have them vote on the top 3 befores and afters in a
workshop.

2. Optional: Create a Hook-Offer


It helps to have a service or product that serves as a foot-in-the-door offer,
such as an audit, a POC pilot. Make sure it provides real value, has risk reversal
and whets their appetite for more.
3. Nail the Narrative
Create a Compelling Story That Hooks Buyers and draws them into your world. This
is where you breathe life into your unique Point-of-View on the market or buyers’
problems. Use the Storybrand framework.
Assets
1. Set Up Tracking

Use a visitor-identification solution like Leadfeeder.com/Dealfront to uncover what


companies visit your website. This will help measure your ICP-traffic, not just any
traffic in general.
We also run Google Analytics. If relevant, you can get attribution data using
Dreamdata, which we run for a few clients.
2. Create a Content Cadence

Squadcast/Descript.com helps you record in the cloud, transcribe, edit and


repurpose video content. The recording bit is still a bit shaky with Squadcast,
(alternative: Riverside) so we use external cams and mics locally for better quality
while being connected via Google Meet.

AI content creation: Perplexity.ai lets you choose between the latest and greatest
premium LLMs for $20 a month. Our current go-to LLM is Claude Opus for long-form
content and summarizing calls.
Action
The tools covered here often span a wide range of functions but we mostly have
niche usecases for them and tend to stick to what they’re best at.

Set Up Your KPIs


Match KPIs to relevant buying journey stages:
Create A Target Account List
…with personalized messaging.

Clay.com helps us go from just an ICP and buyer persona definition to list building,
refining, enriching… all the way to writing personalized outreach emails.

In this example, we’re using it to scrape companies’ open job postings.

For a deepdive on how we use Clay, check out our free GTM Essentials course.

Apollo.io: Get intent data, enrichment (and more). You can use Apollo several ways,
we prefer to use it only for data because we use other tools for outreach.

Proper outbound setup


For proper outbound email, you’ll want to have auto-rotation of inboxes and delivery
tracking-optimization. A tool we’re currently testing that seems to do a good job is
Smartlead.ai.
Launch Campaigns

We use Expandi for multichannel campaigns. The reason for preference despite the
poor UX is the feature-richness: not only can it do outbound email, but its rich
linkedin automation suite is best in class. It’s probably the safest tool to use out
there.

In addition to automating connection requests and messages that most any Li


automation tool will do, Expandi can do Open InMail messages, like posts and even
upvote peoples’ skills. It also has a decent visual campaign automation builder.

If you do high volume email, you might want to opt for a tool that does email inbox
rotation and has more diverse email marketing features, as Expandi is pretty basic in
this respect.
We’re using Sendspark to send personalized video messages to prospects where AI
fills in their name and makes a screen recording of their website so it looks like
you’re talking directly to the person while on their website.

All this on a personalized landing page where your calendar app is integrated. And
super video and click analytics.
PPC advertising
Outbound is awesomized if you have the proper account-targeted campaign, our
go-to platforms are Meta Ads (especially Instagram) and Linkedin Ads.

Keeping It All Together


Running various research, programs, aligning between departments and keeping
our eyes and minds on the right metrics isn’t easy. But we tried to make it simple. We
use a process we have developed called Full Lifecycle Revenue Growthmapping.

This makes sure you’re aligned on financial goals, metrics, programs… and are clear
on what actions need to be taken across your GTM teams to arrive at the common
goal.
Here are the steps briefly:
0. Make sure GTM Delta components are in place.

1. Reverse engineer your company’s/divisions’ financial goals to arrive at


pipeline targets:

2. Agree on the KPIs you’ll be tracking


3. Map your programs to phases of the buyer journey (see bowtie model above)
and determine the impact the given program makes at each level. Add
owners, success definitions and if relevant, how many SQLs you plan to
source from the program in 12 months.

4. For each program, come up with the top 3 activities each department (sales,
marketing, client success) needs to do to hit the desired outcome.
5. For each activity in (4), assign activity (leading) metrics and owners within
each department

6. Have the heads of each department meet (bi)monthly to discuss progress,


issues and take action on solving them.

If you want a detailed walkthrough on Full Lifecycle Revenue Growthmapping and


get the template spreadsheet » check out Klear’s GTM Essentials course - you can
sign up for free.

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