Outbound Squad State of GTM with Heath Barnett, VP of Revenue at Mixmax
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Jun 10, 2025 Heath Barnett, VP of Revenue at Mixmax, shares valuable insights on the changing dynamics of the buyer's journey and the rise of AI in sales. He emphasizes a buyer-centric approach, advocating for adaptive sales strategies and the vital role of technology. Barnett reveals methods for sales reps to self-source leads and enhance client engagement. He discusses the challenges of maintaining productivity in sales teams and highlights the importance of clear communication in modern go-to-market strategies, ultimately focusing on long-term customer relationships.
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Buyers Conduct Most Research
- Buyers now do 80-85% of their own research, up from 40-50% a decade ago.
- This drastic shift demands sales evolve to become more buyer-centric and solution-focused.
Meet Buyers With Value Early
- Focus sales and marketing on meeting buyers early with value-based content.
- Automate qualifying with tech, letting buyers self-serve if ready, reserving sales for those needing help.
Enterprise Marketing Stuck in Safe Mode
- Enterprises avoid new marketing tactics due to generational and ROI measurement challenges.
- Long-term content investments often lack executive buy-in amidst pressure for quick results.