The Source of GTM Complexity The last 20 years have seen monumental In an effort to provide these better changes in how buyers buy and how B2B experiences with more unique and companies market, sell, and deliver value. customized outcomes, we have created Suffice it to say, we could summarize all specialized roles in customer-facing that into the digitization of everything – departments to make sure we can deliver learning, buying, marketing, selling, to our growing buying committees and servicing, events, remote work, and more complex buyers. communication. This environment of instant information, lower-cost There was a time when we could simplify customization, and personalized our Go-to-Market teams into Sales and experiences has increased expectations. Marketing. However, as the sophistication Both buyers and the employees of B2B and needs of buyers have evolved and companies have taken center stage, businesses have invested in larger teams forcing a positive change in the way with more specialized roles and companies must create value in order to resources, the concept of planning and grow. To put it bluntly, if a buyer doesn’t executing a Go-to-Market strategy also like the way you interact with them, they has to evolve. For example, the idea that will go somewhere else, and if the you can simply measure the success of employee can’t connect the dots from your marketing organization via the the work they do to positive company pipeline they generate is fine for a top- and customer outcomes, they will also go line goal. However, when the skills and somewhere else. expectations of a highly specialized demand generation marketer are very different from the skills and expectations of a brand marketer, trying to pinpoint an issue can be a challenge. Should we fail to meet our pipeline expectations in a quarter, we often ask ourselves, "Do we 8 have a brand or positioning problem, or Typical number of are we just not reaching the right people at the right time?" The specialization that handoffs during the has allowed us to drive better customer acquisition experiences for our customers has also & delivery process made it more difficult to predict and diagnose issues. © 2022 Go To Market Partners, LLC. All rights reserved.