Tech Vendor GTM

Has your shift from on-prem apps stalled? Are you eager to grow cloud revenue?

How a GTM Transformation Produces Results

By David H. Deans

The global B2B SaaS industry is growing rapidly, with tech vendors of all sizes looking to deliver modern Software-as-a-Service (SaaS) solutions.

This growth has created several challenges for IT and Software vendor chief marketing officers (CMOs), and chief sales officers (CSOs), who are tasked with market development and revenue growth.

The biggest challenge facing these leaders is a low-performance Go-to-Market (GTM) approach. Many tech vendors still use outdated methods, such as product-centered collateral, unsolicited emails, and sales cold calling.

Vendors can't achieve key decision-maker engagement with the customer Line of Business (LoB) leadership. They often lack the skills and experience.

GTM Effectiveness Transformation

In addition, vendors use obsolete tools and processes to track and measure the effectiveness of their GTM efforts.

Another challenge is the tech stack. Vendors use a patchwork of disjointed platforms to manage their marketing, sales, and customer success efforts. 

Tracking and measuring GTM performance results are problematic.

Some are even tracking the wrong metrics, or they aren't tracking metrics consistently. All of this dysfunction makes it very difficult for the leaders to make informed decisions about their GTM methods and associated results.

In contrast, the most savvy vendors invest the time and effort to positively transform their legacy GTM approach. They are fearless and driven to change.

Key Steps in the GTM Resolution Process

There are several steps that wise tech vendor leaders can take to resolve key challenges and improve desired GTM outcomes.

• Audit existing processes: The first step is to audit existing processes and look for opportunities to improve. This includes reviewing sales lead generation, the tech stack in place, and the data tracked and measured.

• Implement modern processes: next, deploy methods that are proven to be effective generating buyer engagement. This includes using research-based thought leadership and content marketing on LinkedIn.

• Integrate best-fit platforms: invest in the right tools and platforms to enable the most effective GTM approach. This includes using marketing automation, with GTM measurement and reporting platforms.

• Track actionable data: capture and share the right data to make informed decisions about market development progress. This includes tracking metrics such as qualified leads and buyer's journey acceleration results.

• Make informed decisions: create and share insights that enable agile decision-making about a GTM approach. This includes using performance data to track the effectiveness of GTM campaigns and making changes.

By enacting a bold diagnostic program, forward-thinking leaders will resolve roadblocks that limit their market development performance. Thereby, compete and win in the growing B2B SaaS applications arena.

How GeoActive Group Can Help You Transform

We specialize in helping B2B SaaS providers achieve their business goals. We have a wealth of experience in the software and cloud services sector, and we have enabled vendors to overcome challenges and achieve revenue growth.

We offer proven transformation consulting services, including:

• Market research and analysis: Assess your target market and identify the desired outcomes.

• Strategic planning: Develop a plan of action that will help you to achieve your growth objectives.

• GTM coaching: Execute a marketing and sales approach that will acquire and retain SaaS customers.

• Buyer engagement: reach and engage key business decision-makers at customers and target prospects.

If you're leading a B2B SaaS provider who is seeking practical help to overcome these challenges, then we encourage you to contact us.