How to get your GTM methodology to stick

Have you ever rolled out a sales methodology? 

Were all reps still using that methodology 6 months later? A year later? Did that methodology help leadership make more informed decisions?

The above often doesn’t happen. But there is a proven playbook for how we can fix that. 

Getting a methodology to stick goes well beyond training. It requires alignment around objectives and metrics, a methodical activation plan, and ongoing measurement and coaching. That isn’t just a methodology — it’s a Revenue Operating Model. Read below for some quick guidance on what you need to be thinking about — and for more where that came from, you can access the complete Research Paper from Winning by Design here. 

Why a sales methodology often doesn’t stick

Sales methodologies don’t stick via training alone.

Why not? The top reasons:

1. Leadership is not aligned on objectives and measurement
2. The methodology is often rolled out in a one-time training event, without any ongoing training, coaching, or continuous improvement efforts.
3. Without measurement and systematic reinforcement in place, commitment wanes.

Instead, and especially in today’s environment of sustainable growth, it is important to architect your growth by design.

In recurring revenue, this means thinking about the components of your GTM team as a ‘revenue factory’ that all must align with each other and using a methodology that enables that alignment.

There are two key things to get right:  1) Picking the right methodology and 2) Getting it to stick within your organization.  

Selecting the right methodology

The journey toward driving impact begins with the selection of a suitable methodology. 

But what constitutes the "right" methodology? It's a methodology that resonates with your organization's objectives and metrics and can be activated methodically. 

It's not about ticking off a task on a checklist, but about meticulously architecting your growth trajectory.

If you implement this idea of the 'revenue factory,' this means that each station in the factory must be in sync with the others, and the chosen methodology should facilitate this alignment.

Why sales methodologies fail to stick

Many organizations struggle to make their sales methodologies stick. The top reasons why sales methodologies don’t stick:  

• Leadership is not aligned on objectives and measurement
• The methodology is often rolled out in a one-time training event, without any ongoing training, coaching, or continuous improvement efforts.
• Without measurement and systematic reinforcement in place, commitment wanes.

Questions to ask yourself in order to dig into this further include: 

1. Does this methodology make it easy for customers to buy from you?
2. Is this methodology relevant for all Go To Market teams (marketing, sales, customer success)?
3. Is this methodology customer-centric: focused on achieving customer impact, rather than merely qualifying deals?
4. Is this methodology flexible enough to incorporate things already working well within your organization?
5. Is this methodology easy to measure within the systems you already have? Can it be integrated into your tech stack beyond CRM (e.g., sales engagement, CS management, and conversational intelligence)?
6. Can you continue to evolve and build on this methodology independently without incurring ongoing licensing fees?
7. What is the methodology activation plan for executives, frontline managers, and individual contributors? (see the next section for more on that)
8. What enablement materials are available to provide reps with turn-by-turn directions on implementing the required process and skills?
   

The litmus test: Evaluating your methodology

Once you've selected a methodology and crafted a plan for its implementation, it's time to put it under the microscope. This involves disseminating the research among your revenue leadership team and using it as a springboard for discussing alignment and potential gaps.

Assess your preferred methodologies against the criteria outlined in this paper. Will they fulfill the ultimate goal of complete GTM alignment?

The power of alignment

Alignment is the cornerstone of any successful methodology implementation. It ensures that everyone in the organization, from leadership to the frontline, is on the same page about what needs to be achieved and how to get there. This alignment should not be a one-time event but a continuous process that adapts as the organization and its environment evolve.

The role of activation

Activation is the process of putting the methodology into action. It involves training, coaching, and continuous improvement efforts. It's more than just rolling out the methodology; it needs to be activated to become part of the organization's DNA. This requires a structured plan that considers the organization's unique needs and characteristics.

The importance of measurement and coaching

Measurement and coaching are the tools that ensure the methodology is not just implemented but also sticks. Measurement allows you to track progress, identify gaps, and make necessary adjustments. Coaching, on the other hand, ensures that the methodology is understood and applied correctly. It provides the support and guidance needed for the methodology to take root and flourish.

The journey ahead

Making a Go-to-Market methodology stick is a journey, not a destination. It requires continuous effort, commitment, and adaptation. But the rewards are worth it. A well-implemented methodology can drive impact, align the organization, and set the stage for sustainable growth.

How to get this done

Remember, the "Sales Methodology" is not the thing. The impact is the thing. And to drive impact, you need to pick the proper methodology and make it stick within your organization. This requires going beyond training. It involves alignment around objectives and metrics, a methodical activation plan, and ongoing measurement and coaching.

If you need additional assistance, Pavilion has partnered with Winning By Design to give members access to all courses in their Revenue Academy (including fan-favorite Revenue Architecture) at no additional cost. View their full course catalog here.