RV181 - Tackling Go-To-Market Bloat | Go To Market Live Episode 17
May 19, 2024
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The podcast discusses issues in the B2B tech sector, focusing on go-to-market bloat and the need for companies to reevaluate sales and marketing spending. It explores optimizing strategies using signal-based analytics, efficient customer acquisition, and the economic impacts of interest rate changes. The chapters delve into topics such as navigating data quality challenges, multi-touch attribution, and exploring the dynamic nature of customer acquisition cost payback period.
B2B companies need to reevaluate sales and marketing spending for profitable growth.
Signal-based analytics can optimize go-to-market investments for improved sales effectiveness.
Organizations must tackle data cleanliness and alignment for better decision-making and team alignment.
Resistance to change in adopting signal-based selling strategies requires leadership buy-in and overcoming obstacles.
Deep dives
Key Insights on Networking Events and Conferences
The podcast episode delves into the significance of networking events and conferences like SaaS Stock USA, discussing how these gatherings offer valuable opportunities for connecting with industry professionals, learning from keynote speakers, and sharing insights. The speaker highlights the prestigious nature of these events and the benefits of attending them for building connections and staying updated on industry trends.
Impact of Growth Rate Slowdown on Public SaaS Companies
The episode sheds light on the challenges faced by public SaaS companies due to a slowdown in growth rates. With a detailed analysis of growth rate trends and revenue figures over the years, the speaker emphasizes the impact on enterprise value, profitability, and overall business strategy. The discussion includes insights on the changing dynamics of the public markets and the implications for private companies.
Go-to-Market Bloat and Sales and Marketing Expenses
A key point of focus in the podcast is the concept of go-to-market bloat, where B2B companies are investing substantial amounts, ranging from 40% to 60% of total revenue, in sales and marketing expenses. The speaker highlights the challenges of achieving ROI on these investments, addressing issues like overspending, low sales quota attainment, and the need for recalibrating sales and marketing strategies.
Signal-Based Analytics for Optimizing Go-To-Market Investments
The episode introduces the concept of signal-based analytics as a powerful tool for optimizing go-to-market investments. By tracking trackable signals and segmenting them into buying signals, the speaker explains how companies can gain valuable insights to enhance sales effectiveness, reduce costs, and improve overall marketing strategies. Signal-based analytics offer a data-driven approach to making informed decisions.
Challenges in Data Cleanliness and Building Alignment for Transformation
The discussion touches on the complexities of maintaining data cleanliness and alignment within organizations, especially amidst mergers, rebranding, and decentralized tech stacks. The speaker emphasizes the importance of tackling data duplicates and ensuring accurate data across the organization. Addressing the need for top-down leadership support, the episode highlights the struggle of fostering alignment between marketing and sales teams to drive transformation and navigate tech challenges.
Navigating Resistance and Implementing Organizational Changes
The podcast explores the challenges of navigating organizational resistance to change and implementing transformational strategies. In discussing the complexities of overseeing changes in decentralized teams and complex tech ecosystems, the speaker emphasizes the need for top-down leadership support and effective data management practices. Addressing resistance to data cleanliness and alignment, the episode provides insights into overcoming challenges and fostering team alignment.
Evaluating Resistance to Signal-Based Selling and Measurement Approaches
The episode delves into potential resistance from business leaders towards signal-based selling and measurement approaches, analyzing possible pushback and concerns. The speaker identifies common obstacles such as reliance on multi-touch attribution models and highlights the benefits of adopting a signal-based strategy for optimizing sales and marketing efforts. With a focus on gaining leadership buy-in and overcoming challenges, the discussion provides valuable insights into driving organizational change.
Career Advice and Strategic Perspective on Transformational Changes
The podcast offers career advice and strategic insights on navigating transformational changes in organizational structures. Discussing the challenges of cultivating leadership support for data-driven initiatives and overcoming resistance to change, the speaker highlights the importance of building skills and experience during career transitions. Emphasizing the value of long-term impact and skill development, the episode provides a strategic perspective on driving organizational transformation and career growth.
In this week’s event, Chris discusses issues in the B2B tech sector, focusing on go-to-market bloat. He explains that both public and private SaaS companies are seeing slower growth and rising customer acquisition costs (CAC).
Chris highlights the need for B2B companies to reevaluate their sales and marketing spending due to a shift towards prioritizing profitable growth. He mentions that there are many trackable indicators of buyer interest that are not currently being monitored, which could improve the efficiency of go-to-market spending.
If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
The next Expert Session, featuring Kyle Coleman will take place on June 6 at 12pm central. Register Here.
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm
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