GTM Live RV228 - The Portfolio Approach to GTM Investments | Go To Market Live Episode 41
Dec 24, 2024
Discover how GTM teams can shift from a growth-at-all-costs mentality to an efficiency-first strategy. Learn the importance of financial data in optimizing marketing investments and how to build a closed-loop feedback system for pipeline efficiency. Explore the often misunderstood dynamics between marketing and sales, emphasizing that alignment exists on a spectrum. Rethink the role of marketing leaders as strategic revenue drivers, while understanding the need for KPIs that directly link marketing efforts to business objectives.
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Fair-Weather GTM Strategies
- Companies often overspend on GTM in times of growth, neglecting unit economics.
- This leads to a fair-weather strategy that fails during economic downturns.
Strategic Cost-Cutting
- Don't resort to blanket cost-cutting; it doesn't improve efficiency.
- Instead, analyze individual GTM investments and cut the underperforming ones.
Marketing as a Portfolio
- CMOs should view marketing as a portfolio of investments.
- Each investment should be analyzed individually and optimized based on its performance and purpose.