![]() ![]() Telemetry and orchestration must be working together to drive a continuous and building series of interactions that Engage, Nurture and Convert during pre-sale and that see the customer Succeed, Develop and Grow post-sale. Not disjointed random acts of marketing, sales and customer success. Customer continuity: As various team members and programs across a Converged Growth organization engage with a customer, there must be ‘one’ end-to-end conversation with that customer.live interactions, but also ensuring they don’t conflict. This also means rationalizing digital vs. Customer orchestration: Based on continuous customer telemetry, an effective GTM Technology Stack must be able to decode customer state and actions to address the continuous question: What’s next? Meaning, based on his/her last interaction, identifying and serving up the next best Content Offer, site personalization, event invite or sales/success team member call.– and of intermediary customer interactions – e.g., channel engagements, content views, form fills, event attendance, etc. Customer telemetry: Continuous tracking both of customer state – e.g., what buying stage, what lead/opportunity qualification state, current CLV, etc.Since the core of a Converged Growth approach is end-to-end stewardship of the Customer Journey – both pre-sale and post-sale – we must frame our GTM technology components in terms of how they enable this approach.Īn effective GTM Technology Stack must address: What role does the Go-to-market Technology Stack play in enabling a Converged Growth organization? Orienting our technology stack starts with defining a clear charter. So how should you ‘re-think’ your GTM Technology Stack to support a Converged Growth approach to go-to-market? GTM Technology Stack Charter It challenges conventional approaches to the charter and role of our marketing, sales and customer success systems and data and to how we integrate and configure them. This approach has similar implications for our Go-to-market (GTM) Technology stack. ![]() ![]() We also believe a key implication is for a converged approach to leadership – vested in a Chief Growth Officer or ‘Office of’ the Chief Growth Officer. The core of a Converged Growth approach is to operationalize go-to-market activities around customer lifecycle in a way that better orchestrates engagement, that prioritizes customer journey stewardship and that optimizes sustainable client growth.Īt an organizational level, this results in blended teams, organized around stewardship of customer journey phases. “B2B organizations that unify commercial strategies and leverage multithreaded commercial engagements will realize revenue growth that outperforms their competition by 50%,” according to Gartner. This approach represents both a new organizational model and a new operational approach to go-to-market for B2B go-to-market teams – one that we believe could make-or-break your 2023 and beyond. ANNUITAS has presented a series of posts outlining both ‘why’ and ‘how’ organizations can evolve their go-to-market approach to adopt what we refer to as a Converged Growth model. ![]()
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