In a recent discussion about go-to-market (GTM) strategies at G2 Reach 2023, B2B SaaS leaders shared insights on aligning organizational efforts. Moderated by former Freshworks CMO Stacey Epstein, the panel featured Ellie Fields, Chief Product Officer at Salesloft; Amber Armstrong, CMO at Sales Cloud of Salesforce; and Will May, Chief Revenue Officer at Pendo.
The conversation began with Will emphasizing the importance of leadership and a “First team mindset” to prioritize what’s best for the overall organization. Pendo uses three critical interlocks to align efforts: pipeline, customers, and product roadmaps.
Data Integration & Visibility
Ellie highlighted the integration of marketing signals into the sales process as crucial for organization-wide alignment. Recognizing shifts in buying behavior and adjusting accordingly is vital for companies to stay alert and reactive to market dynamics.
Clear Measurement & Processes
Salesforce emphasizes the V2MOM process to facilitate communication and achieve alignment. This tool encapsulates Vision, Values, Methods, Obstacles, and Metrics to ensure clear measurement and processes. Amber also emphasized the key role of a company’s website in serving as a source of truth that aligns marketing, sales, and product efforts.
Community & Experimentation
Amber shared Salesforce’s efforts in community building with their Salesblazer community, while Will discussed a misstep he recently experienced and the value of customer service in their GTM strategy.
Shared Goals & Ownership
The panelists stressed the importance of timing, personalized touches, and shared pipeline ownership. Stacey noted that by distributing goals between teams, shared ownership fosters collaboration.
Moving Forward Together
From this group’s discussion, it’s evident that GTM alignment requires clarity in communication, leadership prioritization, data visibility, customer feedback understanding, and collaborative ownership of strategies and decisions. When these strategies are followed, leaders have the potential to catalyze an organization’s GTM success.
To watch the recorded panel, check out the on-demand G2 Reach 2023 session.