Strategic Planning Has Failed You Does this sound familiar to you? A new revenue target has been set for the company. You have to 3X the existing revenue. So you do the math. Work yourself backward from the target – how many leads do you need? How many new salespeople will need to be hired? What’s the marketing budget to get there, etc.? Well, what if we told you this is the wrong approach? Hitting a revenue target is all about Go-to-Market, and you can’t math your way out of this. If you approach revenue like a math problem, chances are slim that you will hit your target; even if you do, you will be cutting a lot of corners to get there. "Mathing" your way to a revenue target is just one of the go-to-market biases that exist in the B2B tech industry. There are several more. GTM BIASES – THE 5 "ISMS" Mathism Spreadsheet over strategy Incrementalism Risk aversion over decision-making Departmentalism Team outcomes prioritized over customer experience Growthism Short-term wins at the cost of long-term planning Sizism Future possibility over near-term reality @GTM Partners These biases stem from the poor way in which companies approach annual strategic planning, targets, and goals. By focusing their efforts on the issues within departments, they miss the real issue – annual planning should start with strategy conversations and the trade-offs that must occur at a company level long before you ever discuss what will happen in each department. Remember, the goal of GTM is to acquire, keep, and grow customer relationships – this kind of thinking can not be done in a spreadsheet, like the ones that produce the growth percentage target that is typically handed down to departmental leaders from finance. © 2022 Go To Market Partners, LLC. All rights reserved.