The 5 Valleys of Revenue Death If your company has a subpar GTM process, then you inevitably end up slicing the revenue pie further with each new attempt at revenue expansion (new markets or products), rather than growing the pie. CREATE BUT CAN'T MARKET When Marketing, Sales, and Success are disconnected, inserting You have launched more products and solutions will inflate expenses disproportionally a product but can’t to revenue. create enough demand for it. This is why GTM should be an ongoing strategic objective and not a 1 project or moment in time after a launch or acquisition. Part of the strategy is knowing that the path isn’t going to be linear. It's going to MARKET BUT be filled with peaks and valleys. Investing in your GTM capabilities CAN'T SELL gives you the ability to capitalize on the peaks and navigate the You are generating valleys. enough demand but can’t seem to @GTM Partners close enough sales. 2 SELL BUT CAN'T DELIVER You close customers but your customer team struggles to deliver or has to reset expectations. 3 DELIVER BUT CAN'T RENEW Your customers love your product but can’t seem to quantify the ROI enough to renew. 4 RENEW BUT One tricky aspect of the Valley of Death is that you can be CAN'T EXPAND experiencing revenue growth and still be suffering the Your customers like consequences of a failing GTM. When your teams are out of sync, what you do, but fail other teams can overcompensate and keep moving the ball to see your value forward, but inefficiently. For example, a strong marketing pipeline increase as your 5 solution improves. can cover for low sales conversion rates, and Sales can often sell ahead of product capabilities, but these are short-term fixes that @GTM Partners create a shaky foundation that you may not be able to grind your way out of. © 2022 Go To Market Partners, LLC. All rights reserved.