GTM Live RV220 - Who Owns GTM? | Go To Market Live Episode 37
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Nov 5, 2024 Discover why the CEO, not the CMO, should take the reins on go-to-market strategies. The conversation likens GTM to a factory, emphasizing the need for systemic improvements. Explore how CMOs are evolving in SaaS, focusing on product marketing and customer renewals. The discussion highlights the importance of aligning financial metrics with marketing outcomes and advocates for a holistic approach to attribution that connects customer success and overall business efficiency. Tune in for insights on team dynamics and organizational accountability.
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Pacetto's Success
- Chris Walker's new company, Pacetto, significantly increased revenue and pipeline in October.
- This happened without changing marketing cadence, only the messaging, targeting CROs and CEOs.
Declining ROI Impact
- Declining ROI from business development and revenue-focused marketing investments is a critical issue.
- This issue can cost companies millions and delays the compounding growth of SaaS businesses.
Focus on Blended ROI
- Focus on blended ROI of all pipeline creation investments to expose problems or highlight success.
- This approach facilitates productive discussions about improvement strategies.