What Do You Mean By "Go-to-Market?" There is With every evolution, Go- confusion to-Market becomes more Most organizations believe that GTM is complex and owned by Marketing, Sales, or Marketing and Sales. But today’s growth plays misunderstood. Today we include Product-Led Growth, are in a quagmire of data, Community-Led, Channel/Partner-Led, ABM, Inbound, and Outbound. The revenue targets, teams, metrics we measure are no longer MQLs and an endless search for and SQLs, they are ARR, GRR, and NRR. This shift in growth plays and metrics growth at all costs. requires Marketing, Sales, and Customer It is our view that the framework for Success to be on the same page. GTM running a GTM process will be the has evolved and has become a holistic transformative driver of this next decade, and strategic initiative. But it lacks a just as the demand waterfall and flipped unifying definition and framework. funnel were for the last. In the late 90s, a sales professional would have thought that sales process, plays, automation, Marketing qualifying their leads, and "GTM having their calls recorded for later coaching would be heresy. belongs to So (not without resistance), we believe Marketing the unification of the GTM functions or Sales" (Marketing, Sales, Success, Service, RevOps, Enablement, and Product) under a GTM process (not an org chart) will allow B2B companies to execute more strategically, outmaneuver their 77% competitors, expand their markets, and drive customer lifetime value to new 1,000+ B2B Professionals heights. @GTM Partners © 2022 Go To Market Partners, LLC. All rights reserved.