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PRINCIPLES
Rip off the GTM Band-Aid
Many GTM teams say that their main problem is communication. So the next step is usually booking more meetings — a weekly OKRs meeting, a biweekly coffee chat with people from other teams, or even restructuring teams to see if that will help.
This can work for a while. But according to Chris Walker, CEO at Passetto and Executive Chairman at Refine Labs, it’s not the answer in the end:
“More meetings might make it easier for people to work together. It might patch up the problem for a while that will come back to you in 3 months when you’re missing your pipeline for Q4. It’s a Band-Aid.”
GTM problems go way further than just communication. In fact, GTM Partners found 15 factors that cause the most problems for GTM teams. And adding more meetings to your calendar won’t make them disappear (as if we all had more time for more meetings).
When you have a GTM problem, it involves every department, from marketing to product.
TACTICS
How to fix your GTM problems
Chris Walker emphasized last week on LinkedIn that the best way to address GTM challenges is to rip off the Band-Aid. Here are his key tips for improvement, along with insights on how ELG can assist:
1. Build a unified view of GTM with financial data & GTM data: This will help you understand both effectiveness (performance) and efficiency (unit economics).
How ELG helps: Facilitates collaboration with partners and stakeholders to share insights and data, creating a richer understanding of market dynamics and performance metrics across the ecosystem.
2. Align the GTM leadership team on a core KPI stack: Focusing on overall success rather than departmental or channel-specific attribution fosters collaboration and accountability.
How ELG helps: By relying on partnerships and collaboration within the ecosystem, an ELG approach can help establish KPIs that reflect joint success metrics.
3. Categorize GTM investment by customer lifecycle stage rather than by department: This perspective helps optimize spend and prioritize initiatives that will drive the most impact.
How ELG helps: Partners can help you map your joint customer lifecycle, allowing for more targeted investment strategies that resonate across different touchpoints in the ecosystem.
4. Break down compound metrics: This helps isolate specific issues, risks, and opportunities at various stages of the customer lifecycle.
How ELG helps: Breaking down metrics can be enhanced by leveraging data from partners, providing a more comprehensive view of performance.
5. Build cross-functional initiatives: Collaborating across departments to tackle significant challenges in your Revenue Factory fosters innovation and accelerates problem-solving.
How ELG helps: Your partnerships can contribute with additional resources, expertise, and perspectives, enriching cross-functional initiatives and leading to better solutions.
6. Monitor and evaluate impact against the core KPI stack: Track initiatives without relying solely on departmental attribution, but on KPIs
How ELG helps: Your partners can contribute to and benefit from a collective understanding of performance metrics, enhancing accountability and driving continuous improvement.
“Just to drive home the message - you should be able to clearly understand how your GTM is performing and isolate the biggest issues/opportunities without ever discussing or using attribution by channel or department.”
FROM THE ECOSYSTEM
Future of Revenue survey
As a GTM leader, your experience and insights are crucial to understanding the direction of revenue strategies in our industry.
We’ve partnered with Pavilion to survey GTM leaders, and we’d love it if you could take 7 minutes to share your thoughts.
It’s completely anonymous, and you’ll get early access to the report before its official release this fall.
It’s completely anonymous, and as a thank you, you'll get early access to the report before its official release PLUS 15% off your ticket for GTM2024 (Oct 14-16 in Austin, TX) where Crossbeam CMO Alex Poulos will share the results LIVE on stage.
Share your experience here.
THE QUOTE OF THE DAY
Sangram Vajre, Co-founder and CEO of GTM Partners, and Lindsay Cordell, Partner at GTM Partners, know that if you really want to fix your GTM motion, you have to stop blaming departments.
STUFF YOU CAN’T MISS
- TODAY, September 24th — GTMNow Live: The Future of Outbound: An Ecosystem-Led Approach — Outbound is changing and ecosystems have never been more important. Join go-to-market leaders from Crossbeam, Pattern, and Atlan as they discuss the shift towards an ecosystem-led approach in outbound sales. Register now.
- September 26th — Dueling Perspectives: The Great AI SDR Debate — Join Sangram Vajre, Co-Founder and CEO of GTM Partners, and Matt Milen, Co-Founder and President of Regie.AI, as they share the real potential of AI in sales development (and its implications for your GTM strategy). Register now.
- October 1st — SalesIntel Annual Summit — SalesIntel is organizing a 100% free and virtual summit where you will find specific tracks curated for sales, marketing, and RevOps and roundtable working sessions focused on sharing actionable ways to build pipelines and achieve growth goals. Save your seat here.
- October 1st - 3rd — RevCon — RevGenius partnered with Common Room, Sigma, Avoma, The Juice, and many more to bring you a 3-day virtual conference to reunite your sales, marketing, RevOps, and CS leaders behind to learn and discuss about the future of SaaS. Save your spot here.
- October 14th - 16th — GTM2024 — Join Pavilion at The Fairmont in Austin, TX to get ahead on your 2025 GTM strategy, learn about market trends, and boost your GTM strategy. Get your ticket here.
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