Lindsay Cordell, a partner and head of GTM advisory at GTM Partners, dives into the evolving landscape of go-to-market strategies. She highlights the critical shift to first-party data post-2022, urging businesses to rethink their approaches to pipeline development and sales enablement. Lindsay shares insights on integrating AI into sales processes while maintaining essential human connections for closing deals. She emphasizes the need for dynamic market awareness and effective hiring strategies in adapting to a complex B2B environment.
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insights INSIGHT
Post-2022 Shift
The business landscape changed significantly in November 2022, especially for tech companies.
Relying solely on third-party intent data is insufficient; first-party data and client needs are crucial.
volunteer_activism ADVICE
Pipeline Development
Redefine your MQL (Marketing Qualified Lead) and pay close attention to pipeline development.
Recognize that leads are not equivalent to buying intent, especially in complex B2B sales.
insights INSIGHT
AI in Sales
AI can streamline sales processes, reduce bias, and provide support like solution engineer bots.
However, human touch remains essential for closing deals, and AI cannot replace relationship building.
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Lindsay, a partner and head of GTM advisory, is a practitioner turned analyst who studies best practices and trends in Go-to-Market and develops actionable models and blueprints for our clients. She has held both practitioner and leadership roles in almost every aspect of Go-to-Market, including Product, Marketing, Sales, Revenue Operations, and Enablement for several Fortune 500 companies, including AT&T, Hearst, and Cox. She most recently ran the GTM Center of Excellence for the Account-Based Marketing Platform Solution Terminus.
Lindsay covers a lot in this episode, with some of the key takeaways being:
1. Transformational Shift in Go-To-Market Strategies: Post-November 2022, businesses need to revise their go-to-market strategies focusing more on first-party data rather than relying solely on third-party intent data.
2. Pipeline Development and Sales Enablement: Organizations excelling in pipeline development are rethinking their marketing qualified leads (MQL) approach, adapting to a more intricate B2B sales landscape.
3. AI Integration in Sales: The effective use of AI can streamline sales processes and reduce bias, but the human touch is essential for closing deals.
4. Dynamic Market Awareness: Continuous assessment of market conditions and buyer behavior is crucial for strategic adjustments in business operations and sales efforts.
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