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Why Marketing GTM Fails

Marketing GTM failure vs Marketing GTM success

Marketing GTM failure:

- Marketing is seen as something that is an afterthought
- Weak interplay between marketing and sales
- Marketing (just) becomes an annual planning exercise with zero execution
- The company doesn't have a clearly defined role for it
- Equates "scale" with volume
- Obsessed with tactics
- Highly reactive to metrics
- Everybody's focus is on the sales process, not marketing

Marketing GTM success:

- Marketing strategy drives the HOLISTIC company GTM
- You articulate a clearly defined role, i.e. brand building, sales activation, sales enablement support
- Aligned closely with ruthless sales execution
- "Scale" is what each incremental dollar invested does in terms of growth
- Obsessed with strategy <> tactics
- Sales understands the "value of marketing."
- Pro-active with metrics, can articulate trends in the pipeline
- Strategy is implemented iteratively and reviewed weekly
- Focus on "one commercial" engine

Remember, your destination is an investor's enterprise value creation. Marketing plays a significant role in that outcome because it's in the long term.

And the success of a company is what you call a nested probability,  so you have market execution; in that, you have seven or eight critical variables. Marketing GTM is one of those variables, so ensure you get it right.

Whenever you're ready, there are three ways I can help you:

(1) DUE DILIGENCE FOR INVESTORS & CEOs: A bespoke framework and capability model 'DEMAND KARMA' that delivers DD services to investors, VC firms and CEOs.

(2) ADVISORY: Retained advisory at funded scale-ups. A simple monthly fee. Helping CEOs build a scalable marketing machine. (Booked out until December)

(3) STRATEGY COACHING: Book time on my calendar to work through a standalone project or to get answers to your most pressing marketing strategy and execution questions.

If you're interested, let's jump on a call to see if you're a good fit.

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