Go-to-market is a strategy that determines which channels you use to sell a product or a service to your target customers. It's a strategy that companies use when they want to achieve a specific business objective or accelerate growth in a given market. A smart go-to-market requires a solid foundation of data and intelligence. However, Revenue Leaders must define the system that should be established to manage the GTM strategy.

Main Blockers

One of the most prominent challenges when going to market is that critical information is fragmented across different departments, and even when combined it is often inaccurate, outdated, and missing key insights. This makes it impossible to connect the dots and understand who your most profitable accounts are, where you should focus your efforts and with which tactics. And fixing this challenge is easier said than done. But it can break a lot of barriers for revenue leaders:

Limited prospect visibility: Can’t identify the high-quality accounts that are in-market and ready to engage.

Omnichannel tactics: Can’t orchestrate relevant account interactions across channels.

Streamline teams: Can’t align Sales and Marketing around a common view of the account as well as tactics that address their needs.

Limited account visibility: Without mapping lead activity to accounts in your CRM, your team lacks a critical understanding of target account engagement as well as cross-sell and up-sell opportunities.

Misrouted leads: Without account-level information (e.g., the account’s HQ location, company size, and whether the account has an open opportunity or if it is an existing customer), leads can get routed to the wrong owner.

Wasted time: SDRs waste time checking out leads before calling, trying to verify their validity, and checking what may already be happening at the account.

Hunch-based decisions: Can’t measure success, tracking how your efforts are moving the account needle.

Research Results

In the past years, Magnify conducted 2 consecutive studies to verify these challenges. Overall, 185 revenue leaders participated in the surveys. Respondents were responsible for generating more than €170 billions in revenue across the world.

Overall, the results indicated that there is a clear paradox when it comes to go-to-market strategies and execution: revenue leaders believe they have the necessary insights to generate more revenue and accelerate growth, but lack qualitative and quantitative data to make an informed and confident decision. However, four common bottlenecks were spotted that prevent revenue leaders from fast growth and revenue increase.