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B2B Revenue Vitals
RV220 - Who Owns GTM? | Go To Market Live Episode 37
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.
51:58
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Quick takeaways
- Ownership of go-to-market strategies should lie with high-level executives like the CEO, ensuring collaboration across departments for optimal impact.
- Companies must shift from outdated attribution models to a focus on business-level KPIs to adapt to current market dynamics effectively.
Deep dives
Understanding Revenue Challenges
Many organizations, particularly those at the executive level, often misunderstand the intricate problems surrounding revenue generation. The speaker emphasizes that the traditional approach of addressing marketing issues within the marketing department is ineffective. Instead, solutions must be reframed to involve high-level executives such as the Chief Revenue Officer and CEO, who have the authority to enact real change. Addressing these revenue challenges requires collaboration across departments rather than isolated efforts within marketing.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode