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.