Just a quick post to share the slides I presented at SaaStock Dublin today on driving go-to-market (GTM) efficiences over the coming 24 months. I chose this topic because extending runway is on everyone’s mind and — because it’s usually the single largest contributor to overall operating expense — sales & marketing (S&M) is where companies turn to do so.
After a brief review of the problem, I look at two popular approaches that don’t work:
- The Excel-induced hallucination, where you make seemingly small but unsupported tweaks to your GTM funnel model that result in massive (and totally unrealistic) productivity gains.
- Everyone for themselves! A Lord of the Flies approach, which sales usually wins, resulting in too many mouths to feed with too few supporting resources.
What does is work is to adopt a three-musketeers attitude across sales, marketing, customer success, and professional services. (Yes, there actually were four muskeeters; they picked up d’Artagnan along the way.)
I then run through a punch list of ideas, some obvious and some less so, structured in four groups, about how you can drive GTM efficiency:
- Work better together
- Shoot at richer targets
- Forward-deploy more resources
- Improve operating efficiency
The slides are on Google drive here.
