There are always a variety of questions running through marketers’ minds, such as who to market to, the tools needed to operate effectively, when to scale business and which areas have the most potential for growth. While these answers will change as the market changes, those four questions will always remain the same and enable you to focus on the who, what, when and where of your business.
At the upcoming B2B Sales & Marketing Exchange (#B2BSMX), Sangram Vajre, Chief Evangelist and Co-Founder at Terminus, will provide you with a new framework that’ll reveal your next steps and propel you forward, no matter the size of your company or the stage you’re in.
We caught up with Vajre to talk about all things go-to-market (GTM) and FlipMyFunnel ahead of next month’s #B2BSMX. Check out our conversation below!
B2B Sales & Marketing Exchange: Why are you excited to return to in-person events?
Sangram Vajre: I love communities. I’ve said this a million times before: Without a community, you’re simply a commodity. When people meet and ideas are exchanged — such as who received a new job, took a break or had a new idea or epiphany — companies are formed. I think there’s nothing better than in-person events to enable that type of exchange.
B2BSMX: What have you learned from your experiences with virtual events that you will bring with you back to in-person/hybrid?
Vajre: I think the biggest thing I’ve learned is to be intentional. I’ve said in some of my newsletters that being intentional is more important than being brilliant. These past couple of years have allowed each one of us to be intentional about what’s important: How do you want to spend your day? How much time do you want to spend between the to-do list vs. the most important things?
People have moved to new cities and even countries because they can work remotely; they have done things that they thought they never could do. I’m excited to see that intentionality toward life and what’s truly important has gone up.
B2BSMX: Your keynote revolves around “broken” GTM strategies. Why do you believe current GTM strategies are broken? And what steps should marketers take to fix them?
Vajre: Well, the first step will be to attend my session or the FlipMyFunnel track! But, in all seriousness, if saying “no” is incredibly difficult and your organizations suffer from your inability to prioritize, or you don’t have enough demand so your win rate is sloppy, those are all sure signs your GTM strategy is broken.
Additionally, other signs include hearing things such as:
- “We really haven’t found an ideal customer so far;”
- “Our customers don’t get the ROI for our product quickly;”
- “It almost feels like we have a churn issue we can never get out of;” and
- “There’s always a salesperson that is heroically getting you over the finish line and they really celebrate, but every month is a grind.”
In my keynote (and upcoming book), I will demystify how to fix those issues. I will be talking about how retention is the new acquisition and how RevOps is the new growth lever. A lot of marketing teams don’t think about RevOps as much, and they should.
Go-to-market is like a product. It’s not a strategy; it’s not a weekend project. It’s a product; think about it like a product.
B2BSMX: The Terminus team curated the entire FlipMyFunnel track in partnership with Demand Gen Report, and you’ve got an awesome lineup of ABM experts and practitioners taking the stage. Is there an overarching theme across all the sessions?
Vajre: The overarching theme is really GTM for the FlipMyFunnel track. How marketers GTM is truly the theme of that whole track.
B2BSMX: What are you looking forward to learning at B2BSMX?
Vajre: I’m looking forward to learning how modern marketers are grading their scorecards, reimagining the way they spend money in marketing, reorganizing their teams to deliver business outcomes and how they’re conducting ABM post-Covid-19.
Vajre will present a keynote address titled “Why Your Go-To-Market Strategy Is Broken & How To Fix It.” Check out the session on Tuesday, Aug. 10 at 9:00 AM.