The Marchitect, powered by Pavilion, is a podcast series where leadership and (product) marketing intersect. The Marchitect is for and about the world's best product marketing leaders and the Chief Marketing Officers owning the function. Listen on Spotify, Apple Podcasts or Casted.
For marketing leaders, success is closely tied to your ability to develop and execute a killer Go-To-Market (GTM) strategy. But what exactly is a GTM strategy?
In Episode 2 of The Marchitect podcast, powered by Pavilion, Karen Steele, the Chief Marketing Officer of Sendoso, and Sangram Vajre, founder of GTM Partners, share their valuable insights into managing a successful GTM strategy.
Before you GTM
GTM strategy is a balancing act. According to Karen, you need to make GTM a priority, but you also need a solid plan that takes into account your unique audience and the competitive landscape. Without a well-crafted GTM plan, you could fall behind your competitors and struggle to connect with your customers.
Karen and Sangram emphasize the importance of effective leadership in developing and executing a successful GTM strategy. To be a great leader, you need to have a deep understanding of your industry, competitors, and customers. As Sangram put it, "Leadership is not a title, it's a mindset."
How to know what's working — and what's not
But it’s not enough to know what a good GTM plan looks like. You need to know when your GTM strategy isn't working. Poor customer engagement, low conversion rates, and a lack of brand awareness are all signs that your GTM strategy may need some adjustments.
When it comes to implementing your GTM strategy, it's important to involve a diverse group of stakeholders, including sales, marketing, product, and customer success teams. Each team brings a unique perspective to the table, and collaboration is crucial to success.
Karen and Sangram both stress the importance of a data-driven approach to GTM. By analyzing customer behavior, market trends, and competitor activity, you can make informed decisions that drive your GTM strategy forward and set your company up for success.
Common GTM mistakes
What should you stop doing? Rather than chasing every new marketing trend or tactic, focus on building a solid foundation for your GTM strategy and refining it based on data-driven insights. That is how you will go to market the right way.
Don't forget to check out The Marchitect podcast for more tips and tricks to supercharge your GTM strategy and drive success for your business.