Everything an Open-Minded CEO Needs to Know about GTM in 2023

It used to be acceptable for CEOs to build large sales teams and not value marketing.

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CEOs don't want to — and — can't — admit linear sales led no longer works. They struggle to understand buyers' wish to switch between channels and experiences.

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It means that B2B buyers demand simple, diverse buying workflows today.

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As a result, sales reps are not the only channel to customers but simply a channel, and alignment across in-person, remote and digital is crucial for supporting customers in how they buy.

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We call this 'Revenue Orchestration', which must be owned.

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This changes the game for everyone on your team.

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The focus will shift from.

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• CEO

Then: Sales led

Now: Alignment led

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• CRO

Then: Sales driver

Now: Revenue connector

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• CMO

Then: Pipeline supporter

Now: Revenue orchestrator

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• CFO

Then: Marketing ROI

Now: Revenue efficiencies

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• CCO

Then: Customer retention

Now: Revenue expander

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Why is the Game Different?

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• The revenue funnel has shifted, again

• Hiring in sales is not a growth plan

• Poor revenue alignment kills growth

• External forces have changed b2b selling

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The winners will:

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• Build a fantastic product and experience

• Build an engaged audience and brand

• Build a connected and aligned GTM machine

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That's literally it.