Go-to-Market Metamorphosis

Radical Manifesto for a Go-to-Market Metamorphosis

By David H. Deans

The traditional approach to technology vendor go-to-market (GTM) strategy is fundamentally flawed. The common practice of having separate and siloed groups for direct sales, channel partner sales, and corporate marketing is a relic of the past that is no longer effective in today's hyper-competitive market.

This legacy model spawns misalignment, functional tribalism, inefficiency, and lack of GTM agility. Bold structural change is required to transform these fragmented go-to-market components into a cohesive whole — an integrated GTM engine that maximizes revenue acceleration potential.

Why Change Now? The Situation Analysis

The old GTM model of disconnected sales and marketing teams is plagued by flaws:

Historically, this outmoded structure is ill-equipped to thrive in the era of self-directed "digital first" buying journeys, heightened customer expectations, and rapidly evolving global enterprise technology markets.

Buyers now demand engagement with a unified brand experience across all interactions and channels. Moreover, channel partners want and expect joint GTM sales engagement, not just lead distribution.

The need for real-time responsiveness and continuous innovation has never been greater.

Furthermore, the old product-centric mentality fails to emotionally resonate with senior decision-makers interested in their strategic business outcomes over a vendor's myopic product capabilities.

Therefore, forward-thinking technology vendors must now shift toward positioning their solutions within overarching Business Transformation Movements aligned with the aspirations of their customers.

Metamorphosis: A Transformation Vision

The future belongs to vendors that reinvent themselves around customer-obsessed go-to-market unification. This necessitates going all-in on an audacious new GTM model — one based on a single, tightly integrated "Polymathic Leadership" team.

This elite strike force would holistically own the entire go-to-market engine. Functions, roles, and workflows formerly divided across sales, channels, and marketing entities would be united under this breed of versatile leaders who demonstrate multidisciplinary skills spanning the entire GTM continuum.

Critically, this Polymathic GTM Leadership would be charged with leading a strategic digital growth Movement (rather than just a product category) that delivers on the desired outcomes and unlocks transformative value for discerning customer decision-makers.

By spearheading an overarching marketplace-oriented Movement that businesses can rally behind, vendors gain the ability to engage senior decision-makers at a deeper emotional and intellectual level.

The Polymathic GTM Leadership Charter

A visionary collective will empower combined "revenue teams" and exist cross-functionally:

This convergence would remove the debilitating silos and functional fiefdoms. By having one cohesive leadership team singularly chartered and incentivized around accelerating revenue and delivering exceptional commercial outcomes at every stage, the vendor becomes aligned with the customer.

Proven Benefits of Polymathic GTM Leadership

The transformative impact would be profound for vendors who dare to be different:

While difficult cultural and change management challenges must be overcome, those savvy vendors with the boldness to deconstruct and reinvent around Polymathic GTM Leadership will gain a meaningful and sustained competitive advantage over fearful competitors stuck in their legacy status quo.

Conclusion: Make the Change Now

It's time to reimagine your go-to-market strategy with this new unified model as your North Star. While deceptively simple, the broad implications and extensive organizational transformation required to bring it to fruition cannot be underestimated. Yes, this is a radical change. The result will reward the effort.

Decisive vendor leadership willing to undertake this courageous journey will put themselves on the path to becoming revenue acceleration trailblazers, abandoning the industrial-era GTM models of the past.

Learn more > Contact us now