OnBase: Smashing Sales and Marketing Misalignments Ep. 410 | Ingredients for Great GTM
Episode Summary
In this episode of Sunny Side Up, host Jordan Saucedo interviews Marshall Hamilton, an expert in go-to-market strategy and customer profiling with over 10 years of experience. They discuss his current projects and initiatives at Sprout Social, how AI is impacting business execution, program management, internal tech stack, data governance policies, and creating operational effectiveness. Marshall shares strategies for scaling the business by looking at factors such as sales territories, customer density, segmentation, and resource reallocation. He also provides insights into having clarity around the direction of the business and how to provide it, as well as strategies for effective territory planning and understanding customer profiles. They also cover key metrics to prioritize when targeting customers such as firmographic data. Additionally, they discuss methods for maintaining data quality in a CRM system such as data governance policies and reaching out to thought leaders. Finally, they offer advice on how businesses can make during the current downturn such as cost optimization and adjusting pricing strategies.
About the Guest
Marshall Hamilton is a seasoned expert in go-to-market strategy and customer profiling, with a passion for helping companies optimize their sales and marketing efforts. With over 10 years of experience in the field, Marshall has developed a keen understanding of the intricacies involved in identifying and targeting the right customers across numerous organizations.
Coming from a sales background, both as a seller and leader of sales functions, Marshall has practical experience in guiding businesses to align their sales and marketing activities to maximize revenue growth and customer acquisition.
Connect with Marshall Hamilton
Key Takeaways
- Go-to-market strategy and customer profiling are essential for optimizing sales and marketing efforts.
- The impact of AI on social media management and the democratization of data query are significant trends to consider.
- Territory planning requires aligning talent with opportunities and providing clarity to stakeholders.
- Regularly updating the Ideal Customer Profile (ICP) is crucial to adapt to market changes and prioritize metrics effectively.
- Scaling a business involves strategic planning, including program management, internal tech stack, and go-to-market strategies for maximum effectiveness.
- Focusing solely on customers who already buy from you can limit your ability to identify potential customers outside that group.
- It's important to regularly revisit and refresh your ideal customer profile based on changes in business metrics and market dynamics.
- Sales metrics evolve, with different stages requiring different measurements, such as deal size, conversion rate, and opportunity flows.
- Firmographic data, including industry variables and site metrics, can provide valuable insights for targeting specific verticals.
- Continuous improvement is key in devising a go-to-market strategy, involving feedback loops, postmortems, and learning from other companies' sales operations.
- Processes and steps can be similar across different roles and industries, fostering growth and change.
- Seeking different perspectives through postmortems, interviews, and external resources sparks creativity and prevents stagnation.
Quote
“Quick wins are great, but playing the long game and having that long-term strategy and execution is vital.” – Marshall Hamilton
Recommended Resources
Books:
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