The Terminus Blueprint to Account-Based Marketing
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What makes up a go-to-market team? Usually it includes all customer or prospect-facing teams that have an impact on revenue. This can be summarized by four main areas:
- Customer Success
Individuals across all four of these teams can make up your go-to-market team. They are constantly thinking about how to efficiently and effectively generate revenue for your business. But before we go into the team structure further, let’s take a step back and discuss go-to-market strategy.
Why is it important to first establish a go-to-market strategy? An organization needs direction and goals for their team before they start spending the time and resources on the execution. What’s the point of assembling a go-to-market team if they don’t know what to do, right?
A GTM strategy is important because it allows a team to first think about their top go-to-market goals. Is the main goal to generate more revenue? Win more new customers? Retain all current customers? All of the above? Defining goals then allows a team to think about the inputs and outputs, as well as a timeline and expectations of resources, budget, and time commitment. From there, a team can then use a strategy to build a framework, template, and to-do list. But we’ll get to that more later.
Not all go-to-market strategies are the same. It depends on the industry, vertical, or stage of the business, as well as many other factors. For example, a go-to-market strategy for professional services may not have the same goals or team structure as a go-to-market strategy for startups.
If you need a starting point or some extra inspiration for your B2B go-to-market strategy, these types of resources can help:
- Go-to-market strategy slide summary
- Go-to-market strategy examples
- Go-to-market strategy example PDF
- B2B go-to-market strategy example guide
- GTM strategy example ebook
- Go-to-market strategy case study
Go-to-Market Team Structure
Once you have a strategy in place, it’s important to focus on a go-to-market strategy template. This will allow the go-to-market team structure to fall into place based on the go-to-market template. For example, a template might reveal that your Marketing Operations Manager needs to first launch targeted digital ads for your target accounts before the Sales team sends their first email or makes their first phone call. A template allows you and your team to establish an order of operations, or a go-to-market plan checklist.
Here’s an example of how a GTM strategy template influences team responsibilities:
- The Marketing leader and the Sales leader build an ideal customer profile.
- The Marketing Operations Manager helps supply data for this process.
- The Marketing Campaign Leader then builds account segments based on the ideal customer profile.
- The Marketing Designer and Copywriter then develop messaging, ad creative and a campaign theme for a particular audience, segment, or campaign.
- The Marketing Operations Manager will then track engagement metrics and share this data to each Sales Account Executive in a simple and digestible way.
- Each Sales Account Executive will use engagement data, as well as intent data and other insights to form a personalized follow-up message for each of their target accounts.
- The Sales team will keep the Marketing team informed on which accounts are progressing and becoming new customers.
- The Marketing team will keep the Sales team informed on which tactics and forms of engagement are working best.
- All teams learn what went well, what didn’t, and apply their learnings to the next audience segment or campaign.
- Customer Success can run this same process with the Marketing team for their top customer accounts.
Of course this bulleted list is just a high-level example. Teams will also need tools like a go-to-market template PPT, go-to-market strategy template Excel spreadsheet, go-to-market template PPT summary, or a GTM strategy template PPT plan to execute on this idea. A go-to-market strategy for startups template and a go-to-market strategy template free version is also available from credible sources like McKinsey.
Also worth noting is the comparison between a template and a framework. Depending on who you ask, they have a lot of similarities and little differences. A GTM strategy framework is just another way to put your template and strategy together. Similarly, a go-to-market strategy framework also allows a team to establish responsibilities and expectations.
In a slightly different situation, a team may need to develop a strategy or template so they can build a go-to-market slide pitch deck. A GTM deck like this is for the President, CEO, or Founder to pitch the business to investors so the business can get funded and grow larger or faster.
A go-to-market strategy PPT can include past milestones, notable customers, new product features, their business model, and projections on the future. It allows investors to see where the business has come from and where it is going. An effective go-to-market slide pitch deck also stirs up excitement and urgency to invest. VC firms all want a return on their investment, so you can build your go-to-market slides in a way that shows their money will be put to good use.
Slide decks like this are most common for startups. A go-to-market strategy for startups PPT should clearly state the value proposition of the business and how it makes an impact with their customers. It should also honestly state important financial information with a fair assumption of future expectations.
In terms of your GTM team, the Marketing or Design team can probably help with the slide deck. But the Leadership team will need to decide on the content within the slide deck and rehearse it in a way where it’s effectively communicated during investor meetings. The Sales or Customer Success team could then use these slides for future prospect or customer meetings if needed.
Google Go-to-Market Team
If you google go-to-market team, many interesting results may come up. Depending on what you’re specifically looking for, you may need to scroll through a few pages before you find what you need. Are you looking for job openings or opportunities with go-to-market teams? The GTM meaning in networking translates to just regular Marketing, Sales, or Customer Success teams. If you know of job openings within these teams, these can be considered go-to-market roles. If you want to meet someone on a GTM team so you can learn more, google go to market jobs and look for names you might know on LinkedIn. You can then click on their profile, see if you have any mutual connections, and then introduce yourself.
If you google go-to-market strategy examples of the stock market, your results will be different. A company going public can be considered a strategy of GTM, meaning stocks and stock prices are a result of a go-to-market plan.
Similarly, a GTM meaning Google provides in the United States may be different than what you see in Ireland, for example. In terms of the actual GTM meaning, country results vary. A strategy considered popular or effective in America may not work or resonate with an Irish audience. It all depends on how people within each country define the GTM meaning or how they were taught the GTM meaning in text resources.
Finally, if you google go-to-market strategy and find many buzzwords, this is normal. There are many terms to learn related to go-to-market speak, like ROI (return on investment) or CLTV (customer lifetime value). It’s almost to the point where GTM meaning Urban Dictionary resources are needed to explain all of these different terms.
GTM Meaning Marketing
If you’re still struggling with the GTM meaning marketing leaders have defined and what it means for your business, don’t get frustrated. This is a common feeling and oftentimes many business professionals need to analyze many resources before developing their own go-to-market team or strategy. If you need a source of inspiration or good place to start, we recommend four credible sources of information.
- The Terminus Resource Hub
- The McKinsey Consulting website
- Harvard Business Review
- The Boston Consulting Group website
The Terminus Resource Hub
Here you’ll find many guides, trends reports, case studies, and video content on how different go-to-market strategies are being executed today in the B2B world. Examples and case studies are very important to analyze before building your own strategy, so this is a great place to start. Terminus offers basic “101” resources on how to get started, as well as advanced resources to take your go-to-market strategy to the next level.
McKinsey & Company
McKinsey & Company is a go-to-market strategy consulting company that helps their clients transform their organizations, embed the right technology, and build enduring capabilities. They have 30,000+ employees working in 130 different cities around the world. Altogether, the business represents over 90 years in management consulting experience. All that to say, they are a very credible source of go-to-market resources and information. They offer the following resources on their website:
- Go-to-market strategy McKinsey guide
- Go-to-market strategy framework McKinsey report
- Go-to-market strategy McKinsey PDF case study
- Go-to-market strategy McKinsey PPT summary
- Go-to-market strategy McKinsey template
Harvard Business Review
Looking for a high-level go-to-market strategy framework? HBR is another source to consider. They have a great reputation for thought leadership in the form of blog posts and articles. And many of these well-written pieces focus on go-to-market strategies and execution.
Boston Consulting Group
Just like McKinsey, Boston Consulting Group is a well-known name in the business world. They help their clients grow and create scalable revenue generation. If you’re looking for a customer go-to-market strategy, BCG offers case studies and many other resources on their website. As you can see in their company name, they are headquartered in Boston but work with customers all over the world.
Be sure to use all four of these sources to learn more about go-to-market strategies. The more you can educate yourself on best practices, trends, and common terminology, the more confident you’ll feel when building out your own go-to-market plan.