This document discusses adjusting go-to-market (GTM) strategies when plans do not go as expected. It emphasizes the importance of trust and alignment between sales and marketing teams. A GTM strategy is described as an evolving plan to engage customers and gain a competitive advantage. The document suggests that GTM strategies should adapt to changing needs using account intelligence to prioritize and personalize approaches. Effective coordination between sales and marketing teams is highlighted as a key indicator of account-based success.

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How to Adjust
Your GTM Strategy
When Things Don’t
Go to Plan

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Today’s Speakers
Chris Moody
Head of GTM Thought Leadership
Demandbase
Stephanie McArthur
ABX Expert
Demandbase

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“Everyone has a plan
until they get punched
in the mouth.”
– Mike Tyson

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Doing more
with less
What’s the
biggest GTM
challenge today?

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What’s most critical to driving growth?
Source: DGR 2022 C-Suite Go-To-Market Benchmark Survey

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What are the biggest alignment challenges?
Source: DGR 2022 C-Suite Go-To-Market Benchmark Survey

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What is GTM Strategy?
A go-to-market (GTM) strategy is a plan that details how an
organization can engage with customers to convince them to buy
their product or service and to gain a competitive advantage.
- Gartner
● Not one size fits all
● Always evolving
● Plural, not singular
● Inclusive of ABM and demand gen

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You can have your cake and eat it too…
Account Based Sales Roles
Traditional Marketing Roles Account Based Marketing Roles
Traditional Sales Roles
Ideal
Customer
Profile (ICP)
Target
Account
Engaged
Account
Quality
Lead /
Account
Open-Opp Closed-Won
Retain
and
Expand
ABM and Demand are not Exclusionary

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“Handful” – median 14, mean 39
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
“Hundreds” – median 500, mean 6.2K
$50K – $250K
Your GTM Is a Spectrum of Styles
Targeted Demand Gen
(ICP)
1 : MANY ABX
1 : FEW ABX
Your GTM is a spectrum
of styles. It’s also a balancing act… 1 : 1 ABX
“Handful” – median 14, mean 39
$2M-$100M++
“Dozens” – median 50, mean 177
$250K – $2M
“Hundreds” – median 500, mean 6.2K
$50K – $250K
“Thousands”
<$50K
Source: ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study

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Adapt & Prioritize
GTM strategies will frequently change, your team and technology
must be capable of adapting to meet the business needs.
Using Account Intelligence helps adapt, prioritize, and personalize.
Source: DGR 2022 C-Suite Go-To-Market Benchmark Survey

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A Word on Trust
Just one direct report feeling that trust needs to be improved
lowered the trust rating across the team
32 percentile points
Source: Forbes “Losing Trust: The Impact Of One Team Member On Employee Engagement”

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Trust is Needed for Alignment
“I don't ever want sales to say,
Who picked these accounts? ”
-Jodi Lebow, Director of Marketing at Hexagon
“No implementation of technology is going to
magically bring sales and marketing together.”
-Jeffrey L. Cohen, Director, Analyst at Gartner

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When Sales and Marketing Play Nice
Old: The Hand-Off New: Exquisite Orchestration
TOPO: #1 indicator of account-based success is the
coordination between marketing and sales
Source: TOPO’s 2019 Benchmark survey

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Marketing-
Sourced
Pipeline
Marketing-
Influenced
Pipeline
All
Sourced
Pipeline
✔

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74%
Say sales’ awareness of
marketing campaigns is
important to win their business1
Of B2B sales reps who receive alerts
to key actions required on
opportunities say these alerts help
them do their job better1
When sales and marketing teams are
aligned, companies see an average
of 19% faster revenue growth and
15% higher profitability2
SOURCE:
1. SALESFORCE, STATE OF THE CONNECTED CUSTOMER
2. SIRIUSDECISIONS, KEYNOTE AT SIRIUSDECISIONS SUMMIT 2019
85%
Share insights
Align data Coordinate interactions
2
19%
Degrees of Alignment
1 3

16. Don’t count the people
you reach; reach the
people that count.
– David Ogilvy

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Engagement metrics tell you relationship
quality

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• Value
• Volume
• ConVersion
• Velocity

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Key Elements of Program Impact

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From there we can…
Digital Marketing uses Account-Based Advertising to reach
accounts showing intent in my product in an effort to increase
the number of engaged accounts this quarter.
Digital marketing uses website personalization to increase
time on site, in an effort to increase account engagement this
quarter.
SDRs use intent data to personalize outreach to new target
accounts in an effort to move their accounts from Qualified to
Engaged this quarter.

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Data Changes
Predictive Scores
Intent Behaviors
People/Account Activity
Website Visits
CRM
MAS
Sales Inbox/Calendars
Take Action(s)
Email
3rd Party Ad Channels
List Building/Updates
Sales Automation
Direct Mail
CRM Changes
Sales Tasks/Alerts
If this…. Then that….
AUTOMAGICALLY!!
From there we can…

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Multiple GTM Strategies Will Coexist
Source: Gartner Double Funnel

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Rinse and repeat
forever and ever.

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Thank you!