The New Role of Leaders in the Changing Go To Market World

THE NEW ROLE OF LEADERS IN THE CHANGING GO-TO-MARKET WORLD From GTM Confusion to Clarity Sangram Vajre

@sangramvajre 02 Papa, you are messed up! Papi, you can’t touch your toes? Sangu, I don’t want to take you the hospital

@ sangramvajre Learning new Go-to-market motions is like learning how to touch your toes, again!

From IPO’s to Recession and Layoffs 03 @sangramvajre

From Growth at all cost to Efficient Growth @sangramvajre GTMPartners research on economic impact with intent and buyer behavior data from G2, DemandWell and Bombora 04

Which business is more valuable ? $35M in ARR $50M in ARR 120% NRR 75% NRR Growth at all cost Needs 2x-3x new customers every year to keep going Efficient Growth at scale Double every 5 years with ZERO new customers @sangramvajre

@sangramvajre 06 You don’t have a marketing problem. You don’t have a sales problem. You don’t have a CS problem. You don’t have a product problem. ...You have a go-to-market problem.

Who owns GTM today? @sangramvajre 1. CEO 2. CMO 3. CRO 4. We all own it! 77% of recipients say a single department owns GTM Strategy. Ownership with GTM is very confusing

Our Through writing: Research Through writing: Our research showed us that GTM problems manifest in varied and complex ways. 15 Reasons Why GTM is Broken 07 @sangramvajre

GTM teams are no longer just sales and marketing. GTM metrics are no longer just pipeline and revenue. GTM motions are no longer just inbound and ABM. What’s next? 2023 & beyond Go-To-Market Frameworks Must Evolve 20 Years Pursuit of Efficient Growth Flipped Funnel 2015 Marketing & Sales Centric Demand Waterfall 2002 | 2012 Marketing Centric 09 Double Funnel 2018 Marketing & Sales Centric @sangramvajre

Go-To-Market Motions Must Evolve The 7 Types of Go-to-Market TYPE GROWTH LEVER EXECUTION Inbound-Led Content Marketing driving to conversion channels Marketing harvests demand via paid, organic, social, email, to qualify and route to Sales 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 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 Customer 10 Outbound Ecosystem Event Inbound PLG Channel @sangramvajre Community Customer

Here’s a new way GTM Operating System Operating System Total Relevan t Market Leadership & Management Customer Time-to-Value Pipelin e Velocit y Revenue Operation s Market Investment Map Brand & Deman d Customer Expansio n 5 GTM Recommendations For Modern GTM Leaders @sangramvajre 17 1. Ensure you have a clear ROI story to retain existing customers 2. NRR is your single most important metric for efficient growth because retention is the new acquisition 3. Experimenting with your GTM motions is more important than ever 4. Get out of your spreadsheets and onto the road and calls with customers and future customers - there is no excel formula for "recession" 5. Leaders must drive clarity, focus and alignment - no truck of VC money to bail you out

@sangramvajre 06 How to get efficient growth at scale. Unpacking the 15 go-to-market problems. Use the GTM Operating System to fix it. ...but wait there’s more

Technology Categorization Must Evolve @sangramvajre 11

11 Use-Cases Driven Ted Talk - Tech Talk Alicia Butler, Security Scorecard GTM Practitioners Shelly Aufray, Siemens Jodi Lebow, Hexagon Saranya Senguttuvan, Maersk Monica Mariño, Twilio

Use-Case Driven GTM Ted Talk Tech Talk