In this session, Theresa will discuss how the shift to a go-to-market can require a "numbers detox." For many marketing teams, pre-GTM goals were built on driving VOLUME: more downloads, more visits, more clicks, more leads. Switching to GTM means changing your mindset to focus on QUALITY over QUANTITY. That means higher intent scores, better product fit, and lower churn - and lots of uncomfortable discussions with leadership when it comes time to review your numbers. Cue the need for a GTM numbers detox. Together, we will discuss the reality of your post-GTM numbers and how to shift your organization's expectations to focus on smaller, more engaged audiences that stay longer, spend more money, and drive lasting revenue and success.
2023 has been centered around changing conventional marketing perspectives. Theresa aims to drive home the idea of shifting away from focusing solely on numerical targets, such as the count of marketing or sales-qualified leads. Instead, she proposes a more organic, intricate approach that values quality over quantity.
Theresa criticizes the common model, where marketing, sales and customer success function independently, often leading to unpredictable outcomes, including selling products that customers don't necessarily need. This situation can cause premature customer churn - a critical predicament most businesses face today.
To curb such counterproductive effects, Theresa pushes for a "go-to-market" approach. This strategy fosters a more concerted effort from all departments, working towards a shared revenue goal. This approach spurs the thought that it's not just about reaching the numbers; it is more about finding the right customers for the right products and nurturing these relationships over the long term. Theresa emphasizes the necessity for all teams to share a common incentive - overall growth. To achieve this, there should be consistent information sharing across all departments.
She also underscores the significance of certain marketing activities including A/B testing campaigns that allow marketers to capture well-fitted customers better. Rigorous measurement of these strategies is equally important to keep pace with the volatile market trends.
Webinars stand out as essential tools in successful marketing strategies. Evidence points to an approximate 92% adoption rate by marketing teams. However, in using webinars, the emphasis should be on the quality - gauging its relevance to the attendees rather than the quantity - the volume of the attendees. Another key point is to listen meticulously to the target audience, actively engaging in communities with potential customers, and using this data to tailor the 'webinar' topics.
In the end, it's all about bridging better alignment among the marketing, sales, and customer success teams. There should be a robust feedback loop to ensure everyone is working towards the same goal. Metrics for successful marketing strategies ought to include customer referrals and the value they bring in the long term.
Ultimately, it is crucial for marketers to be adept at speaking a language the leadership understands, especially in terms of return on investment (ROI). This translates to advocating for a go-to-market motion and eventually leading businesses towards a path of sustainable growth.
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