B2B Marketing Exchange Demystify Your GTM Strategy With The 9 “Cs”
Feb 12, 2025
Margaret Safford, President of Gain Relationship, and Sophia Agustina, CEO of the same firm, dive into their revolutionary nine C's GTM framework that centers on customer needs. They discuss why customer-centricity is crucial in today's fast-paced marketing world and how buying behaviors have evolved with new technologies. The duo shares insights on creating impactful content and aligning campaigns for higher ROI, while also introducing a 10-question assessment for organizations to evaluate their customer-centric strengths and gaps.
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Customer Expectations Drive GTM Change
- Customer expectations have shifted toward fast, personalized, and seamless experiences across B2B and B2C.
- Marketers must prioritize delivering clear value that accelerates pipeline and reduces stalled leads.
From Eloqua To AI-Driven Martech
- Sophia recounts early B2B marketing using Eloqua and the evolution since then.
- She contrasts 2007 multi-touch personalization with today's rapid martech proliferation and talent shifts.
Onboarding Mismatch Fuels Churn
- Vendors often misalign onboarding support with what customers actually need for adoption.
- This mismatch drives churn despite increased vendor spending on services.