GTM Live RV234 - The Pipeline Creation Framework | Go To Market Live Episode 43
Feb 4, 2025
Discover the fundamental flaws in pipeline creation that hinder many companies. Explore the three phases of effective pipeline strategies and why the "Marketing vs. SDRs" debate is flawed. Learn how to enhance attribution and measurement while rethinking RevOps for better sales productivity. Uncover the hidden costs of inefficiency in organizations and find out how CMOs, CROs, and CFOs can unite for greater go-to-market efficiency. Hear personal insights on achieving results with smaller, focused marketing teams.
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Reframing Marketing Categories
- Categorizing all marketing efforts under one "marketing budget" is ineffective.
- More specific subcategories with clear objectives and measurements are needed.
Two Core Marketing Responsibilities
- Divide marketing into two core responsibilities: business strategy and pipeline creation.
- These require different skill sets and should be treated separately.
Pipeline Creation Ownership
- Prospecting is part of pipeline creation, not sales.
- A qualified opportunity occurs after prospecting and sales qualification, making pipeline ownership unclear.