gtmPRO

Putting The 'Success' Back In: Customer Success

Mon, 03 Feb 2025 09:00:00 -0500

This episode highlights the evolution of customer success, advocating for a shift from process-driven strategies to genuinely solving customer problems. By implementing an understanding of ideal customer profiles and leveraging AI and analytical tools, companies can profoundly improve their customer success efforts.

• Redefining customer success to focus on client outcomes rather than metrics
• The importance of an Ideal Customer Profile for targeted support
• Empathetic communication and knowledge of customer challenges are essential
• Utilizing conversational intelligence to inform proactive support
• Product analytics must contextualize usage within customer circumstances
• Rethinking organization structures to include analytical resources for customer success
• The potential of AI in enhancing, rather than replacing, customer engagement

#55: 2025 Customer Success = Empathetic Engagement

Fri, 10 Jan 2025 18:00:00 -0500

Every business leader knows that understanding customers is key to thriving in challenging markets. In our latest episode, we delve into the game-changing role of empathy in customer success By focusing on genuine customer needs and democratizing communication within teams, organizations foster deeper connections that ultimately lead to sustainable success.

• Reflections on the challenges of customer acquisition in the current market
• Democratizing customer insights using AI tools
• The Spiced framework for sales and empathy
• Need for clear communication on product features and their benefits
• Emphasizing opportunities with “open to change” customers

#54: The Best of Digital Sales Rooms

Mon, 16 Dec 2024 14:00:00 -0500

The best of our last series. Unlock the keys to enhancing buyer decision confidence in the world of modern B2B sales through the transformative power of digital sales rooms. You'll gain a deep understanding of how delivering focused, relevant content can help simplify complex software purchasing decisions, as emphasized by the wisdom of "The JOLT Effect." Discover strategies for aligning sales methodologies with the buyer's journey, leveraging frameworks like Winning by Design's SPICED to craft mutual action plans that truly resonate.

#53: Digital Sales Rooms and AI Integration with Andy Mewborn

Mon, 09 Dec 2024 07:00:00 -0500

Explore how digital sales rooms are not just a trend but a necessity in creating a buyer-focused selling process. From Andy's journey at Outreach and Tapleo to the inception of Distribute, learn how integrating AI and leveraging existing data can streamline content creation, empowering salespeople to captivate buyers and close deals faster. This episode promises to help you cut through the clutter of sales tools by concentrating on essentials, ensuring your team stands out in the competitive market.

Andy Mewborn
Distribute.so

#52: Revolutionizing Sales Enablement with Ross from Accord

Sun, 01 Dec 2024 16:00:00 -0500

Ever wondered how to balance visionary ideas with practical reality in the startup world? Our discussion with Ross takes you through the rollercoaster of startup funding within the lower middle market, emphasizing the importance of well-defined customer profiles and resource allocation. Learn from his experiences at companies like Stripe, where thoughtful, deliberate growth and collaboration led to sustainable success. By focusing on core issues and avoiding premature scaling, Ross shares how startups can achieve innovative and robust product-market fit. Finally, the episode explores the evolving sales landscape, particularly the shift towards a more prescriptive sales approach. Ross explains how Accord revolutionizes sales enablement by integrating best practices into existing workflows, eliminating the need for separate tools.

Ross Rich LI
Inaccord.com

#51: Transforming Tech Sales: Buyer-Centric Digital Sales Rooms with Gal Aga

Fri, 22 Nov 2024 15:00:00 -0500

Ever wondered how to transform your B2B tech sales strategy into a buyer-centric powerhouse? Join us as Gal, the visionary co-founder and CEO of Aligned, unpacks the revolutionary digital sales rooms his platform offers. This episode equips you with the tools to streamline customer interactions, reduce the clutter of scattered emails, and foster seamless collaboration. Discover how Aligned is not just modernizing sales workflows but also turning sales representatives into trusted enablers who thrive by aligning their approach with the buyer’s journey.

Gal Aga

#50: AI Empowerment in Sales: Building Momentum with Ashley Wilson

Fri, 15 Nov 2024 13:00:00 -0500

Discover the journey of Ashley Wilson, co-founder of Momentum, as she takes us from her early career in marketing and sales at SoftLab to her innovative work with developer tools. With a unique blend of creativity and strategic insight, Ashley's story is a testament to how diverse experiences can lay the groundwork for groundbreaking ventures. Explore the cutting-edge world of sales enablement as we discuss the vital role of sellers as enablers in the digital age. Uncover how AI-driven tools and quality content are reshaping the landscape, providing sellers with the means to help buyers make informed decisions. With platforms like Momentum, Slack, and Salesforce at the forefront, we examine the crucial "build versus buy" debate and how companies can strategically integrate AI to stay ahead.

#49: The 'Messy Middle' Of The Sales Cycle - Featuring Mark Fershteyn

Fri, 08 Nov 2024 16:00:00 -0500

What if you could revolutionize your sales process and empower your buyers like never before? Join us for a compelling discussion with Mark Fershteyn, the co-founder of Recapped, as we dissect the evolving landscape of buyer enablement in sales. Mark's transition from VP of sales to CEO offers a treasure trove of insights, especially for B2B software and services companies with revenues under $50 million. We navigate the 'messy middle' of the sales cycle, where deals often stall, and uncover how mastering the science of selling through process and preparation can transform sales outcomes. Discover how Recapped emerged as a powerful platform that unites buyers and sellers for more effective collaboration and builds stronger buyer-seller relationships.

#48: Redefining ICP: The Real Deal

Fri, 01 Nov 2024 12:00:00 -0400

Master go-to-market strategies by redefining your Ideal Customer Profile (ICP). Our latest episode challenges the traditional approaches to ICP and reveals how a nuanced understanding can transform your business success. With insights from industry professionals, we promise you’ll learn the importance of precise ICP alignment and how it serves as the backbone for effective market engagement. We introduce our GTM Pro Accelerator process, a powerful tool designed to fill the gaps in your current ICP strategy, ensuring your company targets the right audience with laser-focused precision.

#47: Optimizing Sales with Precision and Insight

Sun, 27 Oct 2024 22:00:00 -0400

Can freemium models still shine in a crowded marketplace? Join us as we unravel customer acquisition, exploring how to stand out amidst an overwhelming array of choices. We emphasize the importance of understanding and meeting customers where they are, leveraging in-app messaging, and interpreting signals beyond mere product usage. Learn from our hands-on experience with a client, where refining the sales process and structuring initial calls made a significant impact on closing deals. In a competitive landscape, precision and efficiency are key. With the Smartsheet acquisition setting the stage, we bring insights into maximizing go-to-market efficiency in a world where market valuations are shifting.

.

#46: Selling From The Outside In

Fri, 18 Oct 2024 12:00:00 -0400

Imagine a sales process that's as intuitive and reliable as buying from Amazon—our latest episode of the GTM Pro Podcast promises to show you how. We explore the groundbreaking role of digital sales rooms in complex sales processes and why understanding the buyer's procurement journey is crucial for decision-making confidence. Plus, learn from industry leaders and a compelling CEO conversation about the power of asking the right questions to decode customer priorities.

#45: Package Recommendation Over Pricing: The Real Sales Pitch

Fri, 11 Oct 2024 11:00:00 -0400

Have you ever wondered how a simple purchase, like a toilet, could transform your understanding of sales dynamics? Inspired by April Dunford's unique shopping experience, we shed light on how strategic package recommendations can transform the way B2B sales are conducted. Join us as we uncover the art of positioning yourself as a trusted advisor, focusing on building buyer confidence and trust, even if it occasionally means putting aside personal commission incentives. In this episode, we tackle the challenge of balancing quick wins with deep, meaningful solutions in package recommendations. By understanding a client's readiness and capacity, we emphasize the importance of starting small yet strategically, ensuring that even the most inexperienced companies can rapidly achieve and recognize their "moment of value."

#44: The Ultimate Sales Discovery Framework

Sat, 05 Oct 2024 07:00:00 -0400

What if traditional sales methods are no longer serving you or your clients? In our latest GTM Pro Podcast episode, we unravel the SPICED framework—Situation, Pain, Impact, Critical Event, and Decision—as a transformative tool for sales discovery. Say goodbye to superficial data approaches and hello to a deeper understanding of your clients' macro conditions and unique business models. We promise you'll gain clarity on creating more meaningful sales engagements that build trust and lead to better outcomes.

#43: Enhancing GTM Efficiency With Buyer Zones

Sun, 29 Sep 2024 10:00:00 -0400

Ready to transform your Go-To-Market strategy and drive sustainable growth? We discuss actionable insights for boosting GTM efficiency and securing customer retention for B2B software and service companies under $50 million in revenue. We'll break down David Spitz's critical observations on the decline in sales and marketing productivity and provide you with incremental steps to enhance your buyer's journey. You'll learn the significance of clearly articulating your value and of starting small with solutions tailored to various stages of customer engagement. We’ll discuss the complexities of managing customer acquisition through partnerships, the potential conflicts this brings, and the strategic decisions around growth versus retention. From understanding the pressures of demonstrating growth for future funding rounds to the pitfalls of high churn rates, this episode equips revenue leaders with the knowledge to sustainable business growth.

#42: Overcoming 'No Decision' Outcomes and Boosting Buyer Confidence (Part two)

Mon, 23 Sep 2024 07:00:00 -0400

How can small B2B software and service companies overcome the growing trend of 'no decision' outcomes? Join us to find out why traditional go-to-market strategies are struggling to keep up and how incremental improvements can lead to significant growth. Our conversation highlights how educating buyers—not just selling to them—can guide them toward the most suitable solutions, ultimately ensuring a smoother sales journey.

#41: Stop Losing Customers to 'No Decision'

Fri, 13 Sep 2024 18:00:00 -0400

Is your B2B tech company struggling to make sense of today's chaotic market landscape? Discover the secrets to economic uncertainty in our latest GTM Pro Podcast episode. We promise you'll gain actionable insights on getting through the saturated software market, understanding buyer cynicism, and leveraging capital efficiency. We'll also dissect the reasons behind the decline of predictable revenue models and explore why traditional marketing strategies like paid ads and SEO are losing their edge. Uncover the complexities of modern marketing as we discuss the escalating costs and diminishing returns of digital advertising.
Don't miss out on this comprehensive guide to planning for 2025 and beyond.

#40: The End of The Content Series - Forgetting the Funnel with Gia Laudi

Fri, 06 Sep 2024 14:00:00 -0400

Gia from Forget the Funnel joins us to unpack her transformative journey from traditional digital marketing to pioneering customer-led growth in the SaaS world.
Struggling with customer research? This episode breaks down common challenges and misconceptions, emphasizing the understanding of ideal customers before diving into feedback and win-loss analysis. Gia advocates for the Jobs to be Done (JTBD) framework to uncover deep customer insights efficiently. We explore why companies often hit roadblocks despite knowing the value of customer research, offering practical solutions like bringing in third-party experts to overcome initial biases and kickstart impactful research efforts.

Forget The Funnel - Amazon
Gia on LI

#39: Emma Stratton on Clear Messaging and Value-Driven Communication

Mon, 02 Sep 2024 11:00:00 -0400

Mastering B2B messaging with clarity and precision has never been so easy. Join us as special guest -Emma Stratton unveils her journey from journalism and travel writing to becoming a renowned consultant in B2B tech messaging. Ever wondered how to humanize complex B2B products? Find out how shifting from feature-heavy descriptions to value-driven messaging can make all the difference.

Delve into techniques like:
-The "so what" game and creative exercises designed to help even the most technically-minded founders communicate their products effectively
-Leveraging B2C strategies for B2B success, emphasizing on understanding and mirroring customer language and emotions.
- Why prioritizing key benefits that solve real problems can turn a product pitch from mundane to magnetic.
-Focusing on a single, potent value proposition. Explore the challenges and triumphs of narrowing down multiple selling points to one irresistible message.

Through clear, honest communication, build the trust and confidence needed to make your B2B marketing truly stand out.

Emma's LinkedIn
Pre-order Emma's Book

#38: Content From a Sales POV - Featuring Jen Allen-Knuth

Sun, 25 Aug 2024 12:00:00 -0400

Learn how to build resilient GTM sales strategies with our special guest, Jen Allen-Knuth. Discover how understanding your customer's world and addressing their problems, rather than showcasing solutions, can revolutionize your sales approach. Jen's experiences highlight the power of delivering a compelling sales experience without relying on product demos, making this episode a must-listen for revenue leaders at B2B software and services companies.

In this episode we explore:

The two pivotal moments that transformed Jen's approach: the realization that 53% of B2B purchasing decisions are influenced by the sales experience and the importance of focusing on customers' worlds during initial calls.
The need of customer-centric training for new sales reps, ensuring they grasp the buyer's environment and status quo options before pitching solutions.
Specificity and relevance in sales messaging.
Integrating content creation with sales strategies to create a robust go-to-market engine.
The bridge to the gap between sales and marketing, ensuring alignment and fostering better performance.

Jen Allen-Knuth's LinkedIn
DemandJen

#37: Brendan Hufford on Structuring the Content Engine

Mon, 19 Aug 2024 09:00:00 -0400

How do you transform a rough patch in your life into an inspiring and thriving career? Join us in this episode as we sit down with Brendan Hufford, a former high school teacher who conquered personal and professional hurdles to become a leading authority in content, SEO, and marketing. Now the founder of Growth Sprints, Brendan discusses how his multifaceted background has shaped his innovative approach to marketing, offering invaluable lessons for revenue leaders in the B2B software and services sector. Don't miss out on Brendan's remarkable journey and the wealth of knowledge he brings to the table.

Our Favorite Brendan's Posts:

Brendan's LI

#36: Fuel For Your Content Engine - The Content August Series Intro

Sat, 10 Aug 2024 01:00:00 -0400

We are SO excited to present our latest gtmPRO series

🥁 🥁 🥁 🥁 🥁

"Content August" with THE ultimate special guests who preach the buyer led growth language 🙌

This episode will give you a sneak peak on our starring guests:

Mary Keough (OUT NOW!!) - Where Product and Content Marketers meet
Georgiana Laudi - Co-Founder and CEO of Forget The Funnel
Brendan Hufford - Founder of Growth Sprints
Jen Allen-Knuth - also known as DemandJen
Emma Stratton - Founder of Punchy | Positioning & Messaging

Make sure you don't miss out!

Hosts: Gary Schwake, Andy Monahan and Tiana Quiroga

#35: Where Product and Content Marketers Meet: Insights from Mary Keough

Sun, 04 Aug 2024 23:00:00 -0400

Welcome to our first episode of the Content August Series!

This episode is packed with wisdom on conducting insightful customer research and translating those insights into compelling content. Unlock the secrets of strategic content creation and product marketing with our special guest, Mary Keough, a luminary in the world of B2B marketing. Learn the art of recognizing customer pain points, tipping points for change, and downstream impacts, all while enhancing your product pages, feature pages, and use case pages to boost sales and marketing strategies. Mary sheds light on prioritizing depth over breadth in content marketing, ensuring your content addresses the key challenges of your target audience thoroughly.

Mary's LinkedIn

Our Favorite Mary Posts:

- As a new Head of Marketing for a B2B SaaS startup, what's NOT on my list of priorities is brand building.
- I use ChatGPT to write.
- Some of y'all can't get out of your kooky wonk talk and it shows.
- Here's the exact formula we used to re-write the Use Case pages on our new website
- For early-stage SaaS, SMB companies and even midmarket: everything about your product does not have to tie back to pipeline or revenue.

#34: The Real Competitive Landscape In The Mind of Your Buyer

Mon, 29 Jul 2024 09:00:00 -0400

Do you really know who is your competition in the mind of the buyer?

On this episode of the GTM Pro Podcast, we promise to decode buyer behavior, examining both the emotional and logical factors that influence purchasing decisions. Discover how to build buyer confidence, convey best practices, and position your product as a comprehensive solution.

Finally, we’ll discuss our philosophy for solving market challenges, emphasizing simplified decision-making and consistent messaging. You'll understand the critical role of marketing, customer success, and product teams in de-risking decisions for potential customers early in the process.

Whether you're a CEO or revenue leader looking to improve your go-to-market strategies, this episode is for YOU.

#33: Mid-Year Reboot: From Struggles To Success

Sat, 20 Jul 2024 19:00:00 -0400

What if missing your first-half revenue targets didn't spell disaster but an opportunity for strategic recalibration?
Join us as we dissect the complex revenue challenges faced by B2B Lower Middle Market SaaS companies during the chaotic mid-year period. We tackle everything from soaring costs and pricing pressures to extended sales cycles and internal bureaucracy. Yet, amidst these struggles, we offer actionable strategies to transform anxiety into a sustainable success model, priming you for a robust 2025.

#32: Putting On Your Buyer Hat

Sat, 13 Jul 2024 12:00:00 -0400

Are your B2B sales strategies truly buyer-focused, or are you missing the mark? Join us as we explore the transformative shift towards a buyer-led growth framework tailored for lower middle market B2B software and services companies.

We discuss the critical importance of understanding buyer concerns beyond just the product, covering stakeholder impact, implementation timelines, and total deployment costs.

Learn how to hone your active listening skills during sales calls and adjust your go-to-market strategies to genuinely support the buyer's journey, making your company stand out in a crowded marketplace.

#31: Elevate Your Go-to-Market Strategy: Thought Leadership and Beyond

Fri, 28 Jun 2024 23:00:00 -0400

In this episode, you're promised deep insights into decoding customer behavior and understanding the true jobs your products are hired to do. We tackle the pitfalls of random acts of marketing and emphasize the critical need for a cohesive strategy that helps revenue leaders understand the complex landscape of the lower middle market. Traditional marketing tactics are losing steam, and we break down why. Crack the code on why it's essential to go beyond surface-level efforts and generate meaningful, informed content that resonates with your Ideal Customer Profile (ICP).

Andrei Zinkevich's Post on LI
Alex James' Post on LI
Jonathan Spier's Post on LI

gtmPRO

#30: Redefining GTM Strategy for Modern Markets

Mon, 24 Jun 2024 08:00:00 -0400

Want to redefine your go-to-market strategy and leave outdated models behind? In this episode of the GTM Pro Podcast, we unlock the secrets to refining your GTM approach by leveraging investigative journalism. Traditional models like predictable revenue are fading in effectiveness, so we delve into how an investigative journalist can continuously refine your Ideal Customer Profile (ICP) with both quantitative and qualitative insights. This episode promises to help you navigate a competitive landscape brimming with alternatives and skepticism, making your GTM strategies more resilient and customer-focused.

gtmPRO

#29: Outbound Roundup: The Best of Matt, Jesse, Mark, Tito, and Kyle

Sat, 15 Jun 2024 00:00:00 -0400

Ready to transform your outbound sales game?

Discover how this new AI business model era is reshaping sales and marketing for B2B software and services companies and how to drive outbound to your advantage. Join Tiana and our insightful guests Jesse, Matt, Mark, Tito, and Kyle as we uncover the secrets to competitive approaches.

Any doubts? Check out our latest episodes for more!

Go be a PRO!

#28: The Final Outbound Chapter: Sales Success with Kyle Norton

Fri, 07 Jun 2024 12:00:00 -0400

What if you could transform your sales strategy and master the art of go-to-market discussions in the boardroom? Join us as we sit down with Kyle Norton, who has successfully overtaken the challenges of high-pressure sales environments at Vision Critical, League, Shopify and Owner.com. Kyle takes us through his journey, imparting his knowledge on foundational sales skills, the power of sales technology, and the intricacies of managing sales teams through various stages of growth.

Kyle Norton on LI
How to build GTM Efficiency in SMB Sales Kyle Norton, CRO @ Owner.com
Owner.com

#27: Outbound Evolution: The New Business Model Era

Fri, 31 May 2024 14:00:00 -0400

Join us as we go over the past 4 editions of Outbound May, where industry thought leaders Matt McFee, Jesse, Mark, and Tito explore the "creative data tinkerer" role in B2B outbound strategies for LMM companies.

We discuss:

How AI tools like GPT and Gemini are reshaping data usage and why a precise Ideal Customer Profile (ICP) backed by robust research is crucial.
Performance marketing secrets with innovative data approaches to identify customer needs, comparing traditional techniques with modern methods like data enrichment and time-based triggers.
Rethinking sales development representatives' roles, transitioning from volume-based to skill-based approaches, targeting customer readiness.
Building valuable customer relationships and driving engagement.

For more insights, go to:
gtmPRO
Andy's LI
Gary's LI

#26: Sales Mastery Unleashed: A Dominant B2B Outbound Engine with Tito Bohrt

Fri, 24 May 2024 10:00:00 -0400

Unlock the secrets of a high-octane B2B sales engine with our latest GTM Pro Podcast guest, Tito. With 13 years under his belt, this outbound sales maestro takes us through the blueprint of targeting and securing those big-ticket accounts that can transform your revenue stream. Tito doesn't just talk tactics; he presents an entire strategic framework for engaging the movers and shakers in any organization, ensuring your initial prospecting efforts lead to lucrative closings.

You'll gain an insider's look into the buyer's journey—a map often neglected yet vital for setting the winning criteria for your product. We tackle the common blunders that sales teams stumble upon, such as treating every lead with a one-size-fits-all mentality, and the disconnect that arises when outreach efforts fail to resonate with the customer's purchase intent. Furthermore, we unpack the potential of a well-crafted SDR strategy, showing you how to mold your team into a revenue-generating powerhouse.

Wrapping up, we dive into the psyche of the enterprise buyer, exploring the nuanced mindsets from those actively seeking to detractors resisting change. Through compelling storytelling and a deep understanding of sales psychology, we reveal how to convert prospects into customers.

Tito Bohrt - Sales Mad Scientist
tito@altisales.com

gtmPRO

#25: Sales Synergy: Refactoring Go-to-Market Mastery with Mark Kosoglow

Fri, 17 May 2024 17:00:00 -0400

Discover how to craft a winning go-to-market strategy with insights from Mark Kosoglow, as he shares his journey from educational product sales to leading tech sales with giants like Outreach and Catalyst. Mark’s expertise will show you how refining your go-to-market approach can drive customer-centric growth.

In this episode, we explore the resurgence of Account Executives in prospecting and introduce a new playbook for outbound sales. Imagine a specialized football team where each role is defined, and every channel—email, phone, social media—is masterfully utilized. This episode challenges the status quo of sales development, advocating for precision and accountability to overhaul the outbound sales engine.

We’ll also dive into the evolving synergy between marketing and sales, particularly in private equity backed companies. Learn how Revenue Operations teams are the unsung heroes, using data enrichment and intent-based insights to equip sales professionals with the tools they need to thrive. From understanding buyer behavior to crafting effective strategies, this episode is a must-listen for anyone looking to harness the full potential of RevOps and achieve sales excellence.

Where to find US
Mark's LI

#24: Outbound Innovation: Tech Sales and Strategy with SaaS Expert Jesse

Fri, 10 May 2024 14:00:00 -0400

Happy Friday PROs, and welcome to our second edition of Outbound May!

Unlock the secrets to revolutionizing your outbound sales strategy as we sit down with Jesse, the bootstrap founder and SaaS sales guru with 15 years under his belt.

He's here to pull back the curtain on scaling a tech company without the safety net of institutional funding, navigating a saturated software market, and leveraging the democratization of technology to compete with the big dogs.

Jesse's LI
Lead Magic
gtmPRO

#23: Inbox Conquest: Elevating B2B Outbound with Email Guru Matt McFee

Sun, 05 May 2024 14:00:00 -0400

Happy Friday PROs!

Explore the essentials of outbound B2B communications in this episode with Matt McFee, email marketing expert and co-founder of Inbox Monster. With a rich background at companies like 24/7 Real Media and Yahoo, Matt dives deep into the nuances of email and SMS marketing, highlighting the pivotal roles of data verification and deliverability.

gtmPRO
Matt McFee
Inbox Monster Website

#22: Marketing Maven's Blueprint: Engine Revving Strategies for B2B Success Under $50M

Fri, 26 Apr 2024 11:00:00 -0400

Happy Friday PROs!

Unlock the secrets to constructing a powerhouse marketing team in the B2B software and service industry with our latest podcast episode.

We will go through the intricate maze of marketing essentials, crucial for companies striving under the $50 million mark.

Inspired by marketing maven Emily Kramer, whose 'fuel and engine' analogy offers a groundbreaking perspective on how to rev up your marketing strategy right from the ground up.

This episode targets systems thinking and the value creation formula necessary to accelerate your Marketing company's growth.

gtmPRO.co

#21: The Revenue Architect's Guide to the Lower Middle Market

Sat, 20 Apr 2024 10:00:00 -0400

Hello PRO's!

Do you really know the Lower Middle Market?
Do you want to know more?
Then this is for you.

Unlock the secrets to the lower middle market as we gather insights that shatter the one-size-fits-all approach to B2B software and services strategies.

Discover why companies with revenues of $5 to $50 million demand a unique set of tactics to captivate investors and spur growth.

Our conversation traverses the crucial alignment of company goals with financial targets, the art of distinguishing your brand from the competition, and the significance of carving out a niche to make your mark.

We promise you'll leave with a blueprint tailored for the lower middle market.

#20: Team Pudding: From Sales Sidekick to Revenue Driver in Go-to-Market Tactics

Fri, 12 Apr 2024 15:00:00 -0400

Can marketing really be the strategic powerhouse of a go-to-market engine? We're challenging the old-school notion that marketing merely plays second fiddle to sales. Tune in to our latest GTM Pro Podcast episode, where we dissect the evolution of go-to-market strategies for B2B software and services companies in the lower middle market. We confront the assumption that marketing should be in service to sales and instead, illustrate how it's a critical driver of revenue growth. We underscore the value of aligning sales and marketing under a unified strategy with a crystal-clear understanding of the Ideal Customer Profile (ICP).

Andrei Zinkevich's Post
How to Market Internally - April Dunford
gtmPRO.co

#19: Marketing Master Playbook with Bill Macaitis

Fri, 05 Apr 2024 12:00:00 -0400

Good day PROs!

Join us in getting to know the transformative insights of Bill Macaitis, the marketing mastermind behind Slack, Zendesk, and Salesforce, as he shares the playbook for modern B2B marketing and growth strategies.

Core topics:

Mastering Go-to-Market Strategies for Revenue Leaders - 0:05
Product-Led Growth Strategy and Pricing - 11:42
Implementing Product-Led Growth Strategies - 15:32
Driving Behavior With Company-Wide Metrics - 25:36
Building a Strong Brand Identity - 28:38
Measuring Marketing Impact and Opacity - 36:56
Journey of Marketing Success - 44:04
Collaboration for Revenue Leader Growth - 52:56

Bill's LinkedIn
gtmPRO's LinkedIn

#18: Product Led Growth. Are we ready for it?

Mon, 01 Apr 2024 18:00:00 -0400

Hello PROs!

Welcome to our podcast. Tune in as we dissect product-led growth (PLG) strategies that are shaping success stories for businesses in the $5 to $50 million revenue bracket. We're not just skimming the surface; prepare for a deep dive into the practical application of PLG in the complex and agile labyrinth of enterprise environments.

gtmPRO site
Mark Roberge's PLG article

#17: Positioning in the Lower Middle Market with Anthony Pierri

Fri, 22 Mar 2024 13:00:00 -0400

Happy Friday PROs!

Welcome to one of our favorite episodes yet, accompanied by the positioning master, Anthony Pierri.

In this episode, Anthony reveals the alchemy of positioning and messaging that transforms Lower Middle Market companies into market contenders. He schools us in the mastery of anchoring—using tools, product categories, and conceptual reference points to cement a company's position in a volatile market.

Fletch
Where to find Anthony
More on gtmPRO

#16: Attribution. Should we even bother?

Fri, 15 Mar 2024 16:00:00 -0400

Happy Friday!

Is this the death of attribution for LMM companies?
If so, what should we do in it's place?

As boards, in many ways, we want to see a set of metrics around the performance of marketing, but what if by aiming for the perfect number, we are generating nothing but false positives?

Join us in this episode to find out!

#15: Net Revenue Retention: The Golden Ticket Debate

Mon, 11 Mar 2024 08:00:00 -0400

Good day PROs!

Ever thought about the effects of CS on Net Revenue Retention? Listen to this episode to get the golden ticket on who does your company really serve, and how to mordenize CS to understand why LMM companies really need them.

Happy listening!

Go be a PRO!

Conversation starter: Mark Kosoglow's LinkedIn post.

#14: The Investigative Journalist: A Secret Weapon To Your Revenue Engine

Fri, 01 Mar 2024 15:00:00 -0500

Welcome PROs!

Is the key to unlocking your B2B company's potential hidden in the most unexpected of roles? Join us as we introduce the hero of the B2B world—the investigative journalist—whose curiosity could very well be the linchpin in refining your Ideal Customer Profile.

In this episode, we reveal how these 'Buyer Advocates' go beyond traditional market research, offering unparalleled insights into the needs and decision-making processes of buyers.

This is a must-listen for anyone eager to understand the profound impact that a deep dive into the buyer's world can have on your company's go-to-market strategy, segmentation, and ultimately, buyer-led growth models.

#13: The Buyer Zones: Presented By Yield Group

Fri, 23 Feb 2024 17:00:00 -0500

Happy Friday PROs!

Struggling to align your marketing priorities with your company's growth goals? Uncover the insights to revolutionizing your lower middle-market company's approach to the buyer's journey.

Presenting our one and only buyer journey zones map, a game-changer for businesses tackling marketing myths and revealing how essential it is for your entire organization to sing the same tune when it comes to sales enablement and messaging.

Forget about random marketing tactics; we're talking high-intent targeted outbound efforts that are the true north for growing your business. By pinpointing bottlenecks and taking a deep dive into customer needs, we'll guide you through designing strategies that not only capture attention but also build solid foundations for sustainable business relationships.

Join us for this journey towards mastering the Buyer Journey maze and building lasting customer relationships.

Some of our inspiration: #119: B2B Positioning Strategy, Understanding How People Buy and Building Wynter (with Peep Laja)

#12: Buyer research with a little "r"

Fri, 16 Feb 2024 14:00:00 -0500

Happy Friday PRO!

In this episode, while missing our superstar Gary, Andy and Tiana take a deep dive into the essence of customer-centric exploration.

What do you think when you listen to the word "research"?

Expensive? Huge team?
Well not this time.

Join us as we explain our research methods, lower middle market edition. Without the capital R.

Thanks for listening, go be a PRO!

#11: Building a Powerhouse B2B Software Brand Without the Big Budget

Thu, 15 Feb 2024 15:00:00 -0500

Welcome back PROs!

Unlock the competitive edge your B2B Software and Services company wants, even operating under the 50 million revenue mark. This week, Andy and Gary delve into the strategies that will set your product apart in a fiercely contested market. Discover how a standout website, engaging demos, credible third-party reviews, and an active social media presence can be the linchpin to controlling the narrative and convincing potential customers that your solution is not just an option, but the only choice for their needs.

On this episode, we chat through the nuances of enabling the buyer's journey long before the sales cycle sparks to life. We provide answers to the questions: How do you share comprehensive product information without overwhelming prospects? How do you ensure your email campaigns reach their targets amidst advanced AI email filters? Join us for a discussion on these must-know tactics for building brand recall and nurturing genuine, value-driven connections, securing your spot in the competitive B2B landscape.

Spark for discussion was Peep's post on the content on which Buyer's rely to make a decision.
Podcast referenced in the discussion - Tito from Koala

#10: Decoding B2B Sales: Show the d@#! product (Lower Middle Market Edition)

Fri, 02 Feb 2024 15:00:00 -0500

Hey there PROs!

Ever found yourself navigating the B2B sales landscape and thinking there's got to be a simpler way? Our guest, Eric Dodds from RudderStack shares that sentiment, and in this episode, we talk about easing the often complex sales process for businesses under $50 million in revenue. We walk through the steps companies can take to make crucial sales information accessible on demand, thereby lightening the load for buyers and expediting the path to product validation in a competitive market.

Here are the blog posts that we talked about:

Announcing the Data Quality Toolkit: guarantee quality data from the source
Feature launch: Data Catalog for collaborative event definitions
Feature launch: Tracking Plans for violation management
- This is the one with the Arcade that goes end-to-end with a view of the impact on the marketing tool
Feature Launch: Health Dashboard for data quality monitoring and alerting
This is the tool RudderStack uses for the demos

#9: AI + Sales: The Unintended Impact Of Which We Should Be Aware

Sat, 27 Jan 2024 08:00:00 -0500

Hello Everyone!

Sales + AI = Efficiency = Profit
Right?
Yes, and no.
You might want to take a pause and rethink it.

Deploying technology into any process ever has always meant efficiency, and in those means better ways to handle the process. But in an era where people are absolutely tired of being exposed to cold outbound, we might want to rethink the consequences of up-scaling automation in sales (yet again).

Join us to dive into the positive and negative outcomes of AI in sales, where we discuss the sales innovation paradox of 2024, what you might have overlooked and what you should consider.

Go be a PRO!

#8: Tracking your competitors: Strategies for GTM Mastery

Fri, 19 Jan 2024 15:00:00 -0500

Welcome again gtmPROs!

In this episode, we talk about competitive mastery with Patrick Campbell's open-source intelligence from B2B software and services. If you belong to the Lower Middle Market environment, and want to understand the tempest of market rivals, this episode is for you. Showcasing why an 'always on' approach to market intelligence is a non-negotiable for revenue leaders who plan to stay ahead. Find out how to sidestep market landmines by understanding buyer psychology and recognizing potential threats that could redirect your customers' journey.

Patrick Campbell's Competitive Playbook

#7: The End of Customer Success (as we know it)

Sun, 14 Jan 2024 22:00:00 -0500

Have we entered a new era of Customer Success?

Welcome gtmPROs!

Join us in this episode for a candid discussion on the future of Customer Success in an era where AI and automation are making their mark. We'll talk about how technology is reshaping roles in sales and marketing and why we believe these are taking over some CS activities. More importantly, with this evolution we believe it is critical for these teams to unite to continue delivering exceptional CS experiences. Systems Thinking at it's core. We'll also touch on the role of Revenue Operations in bringing it all together. Hope you like it!

Resources:

#6: Measuring Marketing's Impact: The End of Digital Attirbution

Fri, 05 Jan 2024 16:00:00 -0500

Rand Fishkin's video on why digital attribution is going to die

Andy and Gary dissect the aftermath of privacy updates on digital attribution and how this impacts B2B Software and Services companies in the lower middle market. In this episode we dive deeper on the insights of transitioning to a media mix and efficiency model, where we consider everything from monetary to effort 'spend'—like the dedication it takes to craft this very podcast for brand elevation.

Our discussion focuses on the precision needed in targeting marketing efforts. It's about fostering an always-on systems thinking program that keeps you aligned with your buyers through always listening them and competitor analysis. We unpack various targeting tactics, from the expansive reach of LinkedIn to the intimate, issue-specific strategies that resonate with your target buyer. Balance is key—especially when aligning marketing initiatives with the expectations of a CEO or board—so we're here breaking down the transformative approach needed to understand your buyers before funneling resources into your campaigns.

Dive into the concept of unaided awareness, its growth over time, and how marketing efforts across all customer lifecycle stages can be harnessed to drive revenue. This episode promises to equip marketers and revenue leaders with the foresight to align their marketing tactics with the needs and journey of their buyers, paving the way for sustainable growth and brand presence.

#5: Systems Thinking for 2024 in Go-To-Market

Fri, 22 Dec 2023 14:00:00 -0500

Jacco's post
Podcast with CSO from SMART, the company referenced in the HBS article
Fantastic counterpoint by David Kellogg.
Unified Commercial Engine HBS Article

Embark on a time-traveling odyssey back to the not-so-distant past, where the digital bloom reshaped the SaaS industry's go-to-market playbook. Our latest episode is a treasure trove of stories and insights that will shift your perspective on the evolution of marketing and sales strategies. From the digital marketing surge to the essential role of Sales Development Representatives (SDRs), we navigate the trials and triumphs that have forged the cutting-edge tactics of today. Join us as we dissect the "law of shitty click-throughs" and confront the trials facing revenue leaders in the bustling lower middle market—a segment where innovation is key to cutting through the cacophony of advertising noise.

Here's a nugget of wisdom for those crafting go-to-market strategies: specificity isn't just a detail; it's the cornerstone of customer trust. In this episode, we peel back the layers of the 'moment of value' and examine the delicate dance between promises made and expectations met. We also tackle the buyer's skepticism in a sea of choices and explore how AI marvels like ChatGPT are changing the game for discerning buyers. As we weave through the narrative, the emphasis falls upon the power of a unified message—reminding organizations, regardless of size, that precise and targeted approaches can significantly bolster their marketing muscle.

Finally, we turn the spotlight on the holistic changes sweeping across marketing and sales departments, where the 'moment of value' reigns supreme in customer engagement. Our conversation is a call to arms for alignment across teams, ensuring that the brand's heartbeat is consistent from the first customer interaction to the last. With an eye toward efficiency and revenue that sticks, we liken a well-oiled marketing strategy to the rhythmic operations of a factory floor. Don't miss this enlightening episode, where we tackle the intricacies of go-to-market planning and offer up a vision for thriving in an ever-shifting business landscape.

#4: Foundations for 2024 Planning: The Bowling Pins Strategy

Sat, 16 Dec 2023 07:00:00 -0500

Foundations for 2024 Planning: Slides

Are you aligning your business plans with the right horizons? Buckle up, as we break down the Three Horizons concept in business planning and operations in this episode. We explore the potential pitfalls of focusing solely on the first horizon (current year's revenue and execution), and why envisioning your long-term goals (third horizon) could be a game-changer. Drawing upon the second horizon, which harmoniously blends the first and third, we illuminate its pivotal role in amplifying success.

Venturing into the second half of our podcast, we steer our conversation towards the complexities of business growth, particularly in the lower middle market. Illustrating this journey with a bowling alley analogy, we underline the importance of learning from one segment before progressing to the next. What's more? We delve into the concept of the solution landscape and the importance of understanding your market and competition. With the Byerled Growth Framework in focus, we stress the essence of defining your ideal customer profile, segmentation, and understanding buyer dynamics. Gear up for a comprehensive understanding of strategies that propel sustained business growth and success.

#3: The CEO goes "Let's go up market"

Fri, 08 Dec 2023 15:00:00 -0500

References:
Sam Jacobs Post
The Complete Guide to Moving Up-Market in SaaS
How to Use Positioning in Sales Qualification and Discovery

Ready to demystify the process of moving up market? We are here to challenge your preconceived notions and guide you through the complexities of this pivotal shift. We'll be debunking the myth that it's solely a go-to-market team's task and exploring how this strategic move affects every function within the organization - from product development to onboarding. Expect a candid conversation as we express our frustrations over the oversimplification of this process and the unrealistic expectations of instant revenue escalation.

Taking a deep dive into the murky waters of moving up market, we'll shed light on the potential roadblocks that can stifle a Lower Middle Market company's growth. Is it fair to assume that larger companies should pay more automatically? We challenge this notion as we stress the need to demonstrate value swiftly to bigger organizations. We'll also examine the crucial elements of moving up market, such as product positioning, pricing, packaging, and strategic market entry, underlining the need for these components to harmonize for a successful market transition.

In the final leg of our journey up market, we switch our focus to the pivotal role of the CEO in driving revenue growth. Join us as we caution against the perils of hastening this market transition without fully understanding its complexities. We underscore the importance of a clear strategic plan, gauging the company's current market status against its aspirations, and the concept of three horizon thinking. We wrap up with some practical strategies on selling up market, emphasizing the need to comprehend the economic buyer and crafting targeted messaging. Buckle up, it's time to aim higher!

#2: Outbound Will Never Be The Same

Fri, 01 Dec 2023 16:00:00 -0500

Andrew Chen, The Law of Shitty Clickthroughs: https://andrewchen.com/the-law-of-shitty-clickthroughs/
Jen Allen Knuth, Google is taking nunchucks away from the kids: https://www.linkedin.com/posts/demandjen1_if-you-gave-your-10-year-old-kid-nunchucks-activity-713057...
Alex Vacca, The end for Outreach and Salesloft?: https://www.linkedin.com/posts/alex-vacca_the-end-for-outreach-and-salesloft-outreach-activity-71302...

What if everything you knew about outbound marketing was about to change? Join us as we embark on a comprehensive discussion, probing the imminent transformation in the outbound marketing landscape. With tightening restrictions on emails by giants like Google and Yahoo, we shed light on the subsequent downfall of sales automation tools. As leaders navigating the realm of B2B software and services, we arm you with insights and predictions essential for embracing the future of outbound marketing.

Think outbound sales is a breeze? Think again. It's time to unravel the challenges one step at a time and discuss conventional outreach tactics from emails to calls. But as we unmask these strategies, we also underline the importance of credibility and relationship-building, which often get lost in the rush for short-term gains. We examine the diminishing returns of relying solely on outbound tactics and warn against the temptation of over-dependence on automation tools. It's all about finding that perfect balance - complementing outbound strategies with a genuine intent to build relationships.

Lastly, we journey through the crucial mindset shift needed in sales - moving from a focus on sales numbers to providing value. We delve into our experiences with CEO and CFO client relationships, where proactive and helpful outreach made all the difference. Remember, automation and AI are here to assist us, not replace the human touch in sales. Tune in as we underline the importance of delivering value to customers and prepare yourself for a radical shift in outbound marketing.

#1: Intro to gtmPRO

Thu, 30 Nov 2023 13:00:00 -0500

If you got asked to present a Go-to-Market plan to the Board, how would you feel?

gtmPRO is designed from the ground up to help revenue leaders at lower middle market companies (<$50mm in revenue) take on this challenge with confidence.

Your hosts for gtmPRO include:

Gary Schwake - Managing Partner at Yield Group (Go-to-Market advisory firm), Operating Partner at Boathouse Capital, Limited Partner at Stage 2 Capital and 2x Founder.
Andy Monahan - Partner at Yield Group, Operating Partner at Boathouse Capital and an OG data-driven growth expert (AOL, Capital One).
Tiana Quiroga - Manager of Marketing & Community at Yield Group and empathetic moderator of the podcast

Revenue leaders at lower middle market companies face unique challenges that the commonly available “hyperscale” thought-leadership doesn’t adequately address. They are simultaneously a Coach, a Player and, without a lot of guidance, an Executive.