A lack of commitment to comprehensive research, combined with reliance on subpar proprietary data, often undermines go-to-market (GTM) strategies.
Challenges in Customer Engagement
Many customer engagement teams often operate in silos, leading to friction over technology choices that can create unnecessary barriers between marketing and sales.
This disconnect adds layers of complexity to an already challenging process.
Moreover, competitive dynamics around favored tech tools can widen the rift between teams, ultimately hindering a holistic view of customer journeys.
Many customer success departments utilize software that sits outside the central Customer Relationship Management (CRM) systems, resulting in a fragmented data landscape that complicates the analysis of customer behavior through sales funnels and pipelines.
Essential Components for Success
To build a harmonized GTM strategy for 2025, consider these essential components:
- Ensure all teams work from a shared data source linked to your CRM.
- Develop reports to keep tabs on data quality, Ideal Customer Profile (ICP), average customer journey, deal velocity, churn rates, and individual performance metrics.
- Encourage business unit leaders to cultivate collaboration over competition.
- Conduct a thorough competitive analysis.
- Historical proprietary data is ideal; if it’s out of reach, engage potential customers via platforms like Wynter or Respondent to collect valuable insights.
- Utilize AI to uncover trends in your proprietary data, emphasizing effective strategies and improvement areas.
- Take a deep dive into customer segmentation; explore beyond standard identifiers like industry or company size to understand the specific drivers of engagement with your brand.
- Designate an individual to regularly connect with customers and review both won and lost deals.
Automate this workflow within your CRM to facilitate interviews or feedback requests post-transaction.
Framework for Implementation
With these elements in place, you can adopt a solid framework for your go-to-market approach.
B2B organizations might benefit from the ARISE GTM Methodology®, which outlines a clear path from assessing your current landscape to executing a cohesive GTM strategy.
This structured approach empowers smaller teams to create impactful strategies—a growing demand from leadership.
- Evaluate: Analyze your performance, reporting methods, technology use, agency partnerships, individual contributions, and key metrics such as payback periods and profitability.
- Investigate: Deploy AI tools to run competitive analyses, review industry research, and scrutinize first-party data to clarify your market position and unique differentiators.
- Innovate: Engage cross-functional teams to merge insights gained and pinpoint market opportunities alongside customer feedback, leading to brainstorming potential avenues for growth.
- Plan: Transform the identified ideas into a strategic blueprint, incorporating campaigns that resonate with your defined differentiation, positioning, and messaging.
- Implement: Put your plan into action while remaining flexible, being prepared to pivot and scale successful tactics.
Involve valued customers in refining your messaging and positioning for effectiveness.
This structured methodology allows organizations to adapt and enhance their strategies year after year, ensuring they remain relevant.
Source: Entrepreneur