The 7 Go-to-Market Motions by GTM Partners

The Total Relevant Market v1 092722 T h e 7 G o - t o - M a r k e t M o t i o n s P R E S E N T E D B Y N e w a u d i e n c e s , p r o d u c t s o r g e o g r a p h i e s g e n e r a l l y r e q u i r e a n e w a p p r o a c h .

© 2023 Go To Market Partners , LLC . All rights reserved . Page 2 There are many different ways you can bring your products and services to the market . Our research has identified seven core approaches , which we call Go - to - Market ( GTM ) Motions . Each of these approaches requires its own strategy and investment to ensure efficient growth . Most companies are leveraging more than one type at a time . As companies scale they will even have multiple instances of a GTM motion . For example . How you run an outbound motion for a high velocity small business G o - t o - M a r k e t M o t i o n s Inbound - Led Outbound - Led Product - Led Channel - Led Event - Led Community - Led Ecosystem - Led segment will likely be very different then how you run an outbound motion for an enterprise segment . Why ? Because the skills required of the team , the products , messaging , buyer persona , and sales process could be vastly different necessitating unique investment and strategy respectively . For this reason we created a framework to help you determine when it ' s possible to give the existing team an additional GTM motion to run and when it will require additional investment ( budget , teams , process , plays ) . The GTM Motion ( s ) that are best for you depend on many factors , including your Total Relevant Market ( TRM ) and Ideal Customer Profile ( ICP ) , the product or service you ' re selling , your financial resources and capabilities , competitive and macroeconomic conditions , and many other variables . Remember the goal behind selecting GTM motion ( s ) is to find your optimal path ( s ) to revenue . The only limitation on the number of GTM Motions is your own resources and ability to execute well against the needs of your market .

© 2023 Go To Market Partners , LLC . All rights reserved . Page 3 Inbound - Led TYPE Content Marketing driving to conversion channels GROWTH LEVER Marketing harvests demand via paid , organic , social , email , to qualify and route to Sales EXECUTION Outbound - Led Coordinated and targeted account outreach Marketing & Sales : Account - based marketing & selling , 1 : 1 advertising , content hubs , SDRs Product - Led Product - driven adoption , usage & feature discovery Product facilitates deals , upsells , usage , expansion and may require a sales - assisted PLG approach Channel - Led Develop a network of distribution agents Enablement focus to educate & support resellers , agencies , & certified partners Event - Led Premium event experiences to drive quality connections Targeted educational roadshow events , in - person , virtual , & hybrid Community - Led Create a movement or category around a transformative idea Thought leadership driven by industry experts , influencers , and happy customers Ecosystem - Led Product integration & symbiotic relationships App & data exchanges , co - marketing , integrated use cases The 7 Go - to - Market Motions Source : GTM Partners ' Comprehensive Guide to GTM © GTM Partners , All Rights Reserved gtmpartners . com

A d d i n g a N e w P r o d u c t o r S e r v i c e Is the product distinct enough from your current offering that you give it a line item , you are adding new competitors , or a different set of industry knowledge is required ? 2 3 A d d i n g a N e w B u y e r P e r s o n a / V e r t i c a l Will you need to have new marketing , have new types of sellers , adjust your onboarding , and have success resources to satisfy the expectations of the new Persona / Vertical ? 1 A d d i n g a N e w G e o g r a p h y Can the same sales , marketing , onboarding , and success resources succeed selling and servicing the same product ( s ) in a new geography in the same way ? When to consider investing in additional GTM Motions ? Source : GTM Partners ' Comprehensive Guide to GTM © GTM Partners , All Rights Reserved gtmpartners . com © 2023 Go To Market Partners , LLC . All rights reserved . Page 4

GTM Motion Investment Framework Add the initiative to an existing GTM Motion Can you fund and launch a new GTM Motion ? Launch the initiative using a new GTM Motion Hold , or execute a limited test D e c i s i o n f r a m e w o r k f o r d e t e r m i n i n g w h e t h e r o r n o t y o u w i l l n e e d a n e w G T M M o t i o n ARE YOU ADDING : A new buyer ? New vertical ? New product ? New geography ? Can this be sold and delivered in the same way with existing resources in Marketing , Sales & CS ? Yes Yes No No Source : GTM Partners ' Comprehensive Guide to GTM © GTM Partners , All Rights Reserved gtmpartners . com T h e T a k e a w a y Adding a new buyer persona , vertical , product line , or geography will typically require new investment . This could mean net new resources , or it could mean restructuring and reallocating your existing resources away from a less profitable revenue source in order to drive a new one . © 2023 Go To Market Partners , LLC . All rights reserved . Page 5

© 2023 Go To Market Partners , LLC . All rights reserved . Page 6 GTM Motions in Action We ' ve asked dozens of companies what GTM Motions the y put the most strategic effort into . Outbound and Inbound are by far the most commonly - used motions ( 86 % each ) , while only 34 % of companies are using Event - Led growth and only 38 % use Product - Led growth . The table on the following page gives an overview of 25 companies from all industries , sizes , and stages . This table is not meant to represent the sum total of the ir efforts or campaigns , rather it ' s a snapshot of their most strategic initiatives . Inbound - Led GTM MOTION 86 % % OF B2BS THAT USE IT Outbound - Led Product - Led Channel - Led Event - Led Community - Led Ecosystem - Led Source : GTM Partners ' Company Survey © GTM Partners , All Rights Reserved gtmpartners . com 86 % 38 % 48 % 34 % 48 % 55 %

Company Outbound - Led Inbound - Led Product - Led Channel - Led Event - Led Community - Led Ecosystem - Led Brand Muscle x x x Check Point x x x x Clari x x x x x x EcoVadis x x x x F5 x x x Flip x Gem x x x x x Hexagon x x x x Luminos Labs x x x Maersk x x x x x x Merative x x x x x x x NSI x x x Quorum x x x Rimini Street x x Security Scoredcard x x x x x x SEIC x SFE Partners x x x Siemens x x x x x x x Snowflake x x x Stanley Security x x x Sysdig x x x x x TechTarget x x x x x Twilio x x x x x Verte x x Workramp x x x x Example GTM Motions © 2023 Go To Market Partners , LLC . All rights reserved . Page 7 Source : GTM Partners ' Company Survey © GTM Partners , All Rights Reserved gtmpartners . com View these companies GTM Motions , biggest GTM cha llenges , and the ir GTM Tech Stacks on our website : https : / / hub . gtmpartners . com / tech - stacks .

Salesforce first took the world by storm in early 2000 ' s when the y created a movement around " No Software " and built a strong Inbound engine . They then added Outbound to focus on mid - market buyers . Salesforce turned the ir movement into a Community of certified SFDC developers who got easy access through a Product - led motion . They eventually added an enterprise Outbound team as they moved up market . AppExchange signaled the start of an Ecosystem motion , and they built out a massive Channel - led motion of partners , service providers , and implementers . Dreamforce launched in 2003 and has become one of the most successful Event - led motions in the world . Over the years , they ' ve done city tours to bring customers and prospects together in more intimate and high - value experiences , as well as a virtual version during COVID that had over 140 million views . © 2023 Go To Market Partners , LLC . All rights reserved . Page 8 The best way to demonstrate how the GTM Motions work is to see how real companies use them , add to them , and change the m at pivotal moments . Many large companies start out with one or two GTM Motions and evolve over time . The following examples are not meant to be complete histories , rathe r examples of well - known GTM shifts that changed the way some of the biggest companies have maintained growth . Company Examples of GTM Motions As is the case with many PLG motions , Atlassian began seeing widespread adoption by individuals and teams within large enterprises . Over time , they started to get the attention of CFOs when tech sprawl forced a consolidation dilemma . Rather than be forced out , Atlassian built an enterprise team to go Outbound into existing enterprises with a large install base . The y began to resell and consolidate contracts and terms , often increasing contract value by offering more services , security , and custom integrations .

© 2023 Go To Market Partners , LLC . All rights reserved . Page 9 Hubspot cut their teeth in 2006 with the GTM motion the y invented and named : Inbound . Hubspot was also an early pioneer of Product - led growth and the freemium model with Website Grader in 2007 , just a year after the y launche d . Even the Inbound evangelists eventually decided the y need to go Outbound in 2010 ' s , hiring hundreds of reps to penetrate the ir SMB and mid - market B2B marketing segment . Hubspot ' s foray into large - scale Event - led growth started in 2011 with the Inbound conference . The company also added a powerful Channel motion which provides access to a segment that prefers to be served by agencies and frequently generates north of 40 % of annual revenue . Hubspot ' s Community is massive , and driven by expansions in the ir product suite , has morphed beyond marketing to include sales and customer success with GTM motions that cover the globe . Snowflake is largely known as a Product - Led - Growth company , but actually has one of the most successfully - - scaled Outbound motions in SaaS with hundreds of SDR ' s across four continents . Their story is one of combining the se two motions for maximum effect . Early on , one of their most successful strategies was to have a sales rep call and offer prospects access to their free product . The goal was to drive usage and adoption over short - term sales , slowly converting companies with multiple free users into large contracts . While the product was the key to success , without the engine of Outbound sales reps driving usage , the product would not have gotten the traction it did . Once it was well - established in the marketplace , Snowflake hit the growth accelerator by developing a powerful ABM ability ( part of Outbound ) that paired a marketer with a handful of reps in a region armed with a target account list . Today Snowflake continues to expand with Ecosystem and Channel motions as well .

© 2023 Go To Market Partners , LLC . All rights reserved . Page 10 With the understanding that events are a great way to spark community around a brand , Airmeet started with Event - led and Community GTM motions . The strong thought leadership , content , and experiences that emerged naturally drove a strong Inbound motion . Over time , the company has added an Outbound motion , but always focused through the lens of events , which is their bread and butter . Airmeet has learned through data that if they can use Outbound to get target accounts to multiple events , the y are much more likely to sign . Airmeet has also experimented with PLG , but eventually evolved their touchless PLG motion into a sales - assisted version that allows companies to start for free while still getting a taste of coaching and the assurance of a successful event . Vidyard is a video messaging platform with a strong PLG mindset . The company drives a free - to - paid pipeline by offering a robust free product , with opportunities to add new features through paid upgrades . In addition to using strategic PLG , Outbound , Inbound , and Channe l motions , Vidyard recognized the power of Community early on . Vidyard built a massive following of sales reps who depend on the daily “ sellertainment ” and best practices delivered through its direct marketing channels and Sales Feed media network . They also leverage Events like Fast Forward , a series of webinars and virtual summits featuring thought leaders and industry experts to equip the ir audience with the tools to be successful in their roles . With an incredibly strong Outbound motion in the enterprise segment , Demandbase had leveraged PLG by adding new product offerings ( including sales intelligence and data ) and self - service tools that allow a buyer to experience Demandbase ahead of purchasing . Demandbase has also instituted a double - funnel , built a strong Community , and are scaling their Event - led growth motion to ensure they always meet the buyer where the y are .

© 2023 Go To Market Partners , LLC . All rights reserved . Page 11 Sendoso sells their direct marketing automation solution with an Outbound sales motion but recently added PLG with launch of Sendoso Express to better serve the buying profile of their SMB segment . To accelerate their category , Sendoso has built a 500 + SuperSender Community of highly engaged customers and Slack group for sharing best practices and pioneering the direct marketing automation industry . Lastly , in order to drive adoption and innovation in direct marketing the y built an Ecosystem of native integrations to over 40 GTM apps and marketplace with tho usands of gifting options . Sales engagement platform Salesloft began with an Outbound motion , using their own product to fuel SDR outreach . Over time , the company honed its outbound approach and moved to a sophisticated ABM strategy after careful , strategic work on ICP identification and account scoring . Salesloft again leveraged its own product to build highly - targeted , long - tail outbound cadences targeted at specific personas . As the company grew and the customer base expanded , Salesloft diversified its GTM strategy to include Event and Community motions . The customer testimonials and success stories that emerged naturally drove Inbound . As the y invested in more demand gen , Inbound blossomed . Without abandoning the motions that have already been working , Salesloft is moving towards building an Ecosystem by partnering with existing parts of customers ’ tech stack .

© 2023 Go To Market Partners , LLC . All rights reserved . Page 12 Bombora pioneered the Intent data Category and experienced quick growth early on with their focus on building a sustainable Ecosystem by OEMing their data through direct integrations across major sales and marketing tech vendors . Soon after Bombora formed Channel partnerships with major global agencies to provide actionable Intent insights that drive their clients ’ media spend and programmatic advertising . Over the years , Bombora has built strong Inbound and Outbound motions , leaning heavily on SDRs aligned with marketing to execute . Bombora has also invested heavily in proprietary research tha t the y make available for free , driving Community around their thought leadership , data , and industry findings . Just as Hubspot invented Inbound , Terminus invented ABM ( considered under the Outbound motion ) . Terminus built the ABM category using the ir FlipMyFunnel movement and Community . In their early years they used Event - led GTM motion and reached over 4000 B2B marketers on a multi - city tour funded by selling booths to competitors and ecosystem partners Using their own product , they built strong Outbound ( ABM & SDR ) motion that provided deep expertise and allowed them to continue educating the market how to do ABM .

We often hear business leaders speak to the desired outcomes as though they are the plan: “We need 3X pipeline,” “Increase NRR by 3 points,” “30% increase in revenue,” etc. However, without a systematic way of confirming you have the correct processes and investment to achieve the goal, you might struggle to see risks that could prevent you from reaching it. How do you bridge the gap between your strategic planning process and your execution? The GTM Operating System is an 8- pillar framework that we have developed to provide organizations with a blueprint to provide clarity and alignment in their strategic planning and execution process. The Go-to-Market Operating System The GTM Operating System is made up of many interconnected parts that will allow your Go-to-Market team to stay aligned on a common goal, both as a GTM team and within specific disciplines such as Sales, Marketing, and Customer Success. It also allows the owner of GTM within your organization to validate your strategy and understand the capacity of the GTM team. The GTM Operating System provides blueprints for how to run a successful plan to manage the execution of a successful GTM Motion(s) across the entire company. Each pillar builds on the next, allowing you to connect the dots between teams with significantly different roles. These 8 pillars are critical to ensuring that GTM is a company-wide holistic initiative and not just a marketing and sales initiative. For example, without having the correct positioning and branding support, Sales will struggle to make their numbers, or if your customers can’t see value in your solution, having your revenue depend on expansion will become a challenge for your Account teams. T h e 7 T y p e s o f G T M M o t i o n s d i s c u s s e d h e r e a r e p a r t o f P i l l a r 3 : B r a n d a n d D e m a n d . How The GTM Operating System Works © 2023 Go To Market Partners , LLC . All rights reserved . Page 13

About GTM Partners Data and benchmarks collected from data providers , including G2 and Bombora , as well as our community of the world ’ s fastest - growing companies . Research , best practices , and design frameworks to provide guidance on the best - in - class approaches to strategizing , executing , and tooling your Go - to - Market approach . Personalized advice and support from experienced leaders and practitioners that help you address business challenges in a manner that is authentic and specific to you . Our consulting work focuses on areas such as Go - to - Market strategy , creating a Point of View , and Go - to - Market project execution strategy across the 8 pillars of GTM . Events and networking with industry leaders looking to define the category of Go - to - Market and revolutionize the way we create value for our organizations . About GTM Partners GTM Partners , a data - driven Go - To - Market Analyst firm helps organizations and GTM vendors to achieve efficient growth by transforming their GTM strategy . We work with high - growth companies to help them unify their GTM teams and to provide them with lasting strategies and frameworks . GTM Partners with a mission to make Go - To - Market simple aims to be the voice of the industry for all things GTM . We do this by offering : 1 . 2 . 3 . 4 . About the analysts Bryan Brown , Chief Analyst Bryan is a SaaS pioneer and thought leader in the marketing and sales tech industry . He has both created and brought to market innovative software products and ideas while helping thousands of companies in their effort to grow revenue more efficiently . Bryan is a co - founder with multiple exits ( Vtrenz ) has led strategy teams in Fortune 100 Companies ( IBM ) and has helped multiple organizations scale their products & Go - to - Market approaches from point solutions to platforms via organic product development and through mergers & acquisitions ( Silverpop , Terminus ) . His work over the years has been instrumental in forming new categories and securing top placements for his companies in both the Forrester WAVE and Gartner Magic Quadrant reports . Lindsay Cordell , Senior Go - To - Market Analyst Lindsay is a practitioner turned analyst who studies best practices and trends in Go - to - Market and develops actionable models and blueprints for our clients . She has held both practitioner and leadership roles in almost every aspect of Go - to - Market , including Product , Marketing , Sales , Revenue Operations , and Enablement for several Fortune 500 companies , including AT & T , Hearst , and Cox . She most recently ran the GTM Center of Excellence for the Account - Based Marketing Platform Solution Terminus . Sangram Vajre , Co - founder and CEO Sangram is a three - time best - selling author and co - founder of several organizations , including Terminus , The Peak Community , and most recently , GTM Partners . Sangram has been at the forefront of B2B marketing trends , the Flip - my - Funnel movement , and defining the Account - Based Marketing category , ushering in a new generation of marketers . He has previously held CMO roles at Pardot , a Salesforce company , and Terminus . To find out how GTM Partners can help you with efficient growth and revenue , contact us at analyst @ gtmpartners . com or visit our website at https : / / gtmpartners . com / © 2023 Go To Market Partners , LLC . All rights reserved . Page 14