11mo Edited Sam Jacobs 11mo 4 Like Comment
RevOps Expert | Entrepreneur and Mom | Helping Go-to-Market executives leverage their data to identify and act on efficient growth opportunities
Wise words from Sam Jacobs! I talk a lot about establishing a strong GTM foundation, and this alignment across marketing, sales, product, and customer success is the steel thread of that foundation. Notice the critical pieces of what Sam points out: đ clearly defined, actionable, and trackable customer lifecycle (i.e., Awareness, Education, Selection, Onboarding, Impact, Expansion...not just attention to the Selection stage). My 'aha moment' with this was đ¶ Jacco van der Kooij Data Model and Operating Model (https://lnkd.in/enAjc7n7). đŻ centralized ops that report to the go-to-market executive. Centralized ops should report to the CEO, CFO, or COO if the CRO does not cover all of the go-to-market. Ryan Milligan has a great perspective on this. Organizational structure matters. đ€ speaking the same language across strategy, processes, and methodologies. These are not 'check the box' programs that can unthinkingly be carried over from one company to another. Establishing terms, definitions, data governance, workflows, playbooks, enablement, and monitoring is the only way to ensure this alignment. It sounds like a lot, but based on the maturity of your company, this can be pretty straightforward when given the proper attention and management.
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8 signs you might be out of GTM alignment: 1. You donât have a comprehensive view of the customer lifecycle 2. Every department has their own ops person with different data - there is no one single source of truth 3. The same words (eg âRevenueâ, âFunnelâ, âOnboardingâ) means different things in different departments 4. Each exec goes to a different conference to learn a different set of tools that donât integrate 5. You donât have a consistent definition of your ICP 6. You're consistently asking, âShould we sell to this person?â implying that even if youâve defined your ICP, your team doesnât actually believe you mean it 7. Product, Sales, and Marketing are sending different emails to the same customer multiple times per week without coordination 8. Nobody at the company can agree on how youâre going to hit your growth targets Alignment comes from the same KPIs from a single source of truth, governed by a coherent and uniform methodology of the customer journey, and aligned against ongoing and recurring customer impact.
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