Centrae’s Post

Is your GTM system ready for a major upgrade? 🛠 Introducing a new workshop... 💡 Building Your Revenue Factory: Driving Alignment and Growth with a Revenue Council. 💡 In today's competitive landscape, having a cohesive and well-managed Go-To-Market (GTM) strategy is crucial for sustainable growth. We’ve been engaging with top GTM leaders and revenue strategists from leading SaaS companies, and one thing stands out: the need for a unified approach to managing the entire GTM system. So, how do you achieve this? Transform your GTM team into a ‘revenue factory’ by establishing a Revenue Council. This workshop will show you how a dedicated council can ensure seamless integration across marketing, sales, and customer success, driving alignment and growth. Join our upcoming session hosted by Dominique Levin and learn from the best in the industry: Building Your Revenue Factory: Driving Alignment and Growth with a Revenue Council Wednesday, June 26 9:00 am - 10:00 am Pacific Time This workshop is perfect for: - CROs - VPs of Sales, Marketing, Customer Success - RevOps professionals - GTM leaders aiming for durable business growth What you’ll gain: - Understanding the role of a Revenue Council in overseeing your GTM system - Techniques to create a closed-loop revenue system connecting marketing, sales, and customer success - Strategies for defining and aligning metrics to ensure cohesive growth across all stages You’ll leave this workshop equipped with actionable insights on driving alignment and growth by implementing a Revenue Council and creating a seamless, integrated GTM strategy. Link to register in the first comment. Join us!

A month ago, I talked about Sales Enablement 👋 Today, I am excited to dive into the dynamic world of Go-To-Market (GTM) strategies. 🌐 The right GTM strategy can make all the difference in launching and scaling a product or solution successfully. And while the strategies can vary depending on the business, offering and stage of maturity, here are a few things to keep in mind as you build out your strategy: -       Know your Audience – Understanding your target market is 🔑. Organizations need to tailor their strategy to resonate with the needs, pain points and aspirations of not only the market but the key personas in that market. Personalization is critical. -       Cross Functional Collaboration – There are so many parties that play into a strategy – Sales and Pre-Sales, Marketing, CS, Services, Product (are there others I am missing here). Collaboration between and alignment with these key stakeholders are crucial. -       Iterate and Learn – Flexibility and agility are important. Organizations need to continually analyze performance metrics and feedback. And there needs to be a good feedback loop into product to incorporate customer feedback when applicable. Your strategy is a “living document”. Organizations need to be flexible to iterate and sometimes even pivot based on real-time feedback. -       Clear Messaging – I can’t stress this enough. The value proposition needs to be simple, easy to understand and crystal clear. Create compelling messages that articulate the benefits your product/solution brings to the table. Making it clear and simple and value based will make sure your target audiences “get it” and want to buy. -       Digital channels - As we know, marketing shouldn’t just be to the channels of the past. Leverage social media, content marketing and other digital channels to get the story out and connect with your audiences. What is your go to GTM strategy? Share your insights and hopefully spark a meaningful conversation. #GoToMarket #GTM #BusinesGrowth

Is your Marketing Team successful? Do you even know how to tell? At Sync Consulting we help growing companies turn marketing from ‘a hard working team responding to requests’ to a revenue generating arm of the business emitting clear messages about your brands, and driving tangible and trackable results. 🛑 Stop selling based on promos and product specs and start selling based on high value leads and customer solutions! 💰 😡 Are you feeling any of these pains: • Disconnected marketing strategy and execution • Unclear metrics and results • Ineffective lead management • Incoherent messaging • Team management challenges 😀 We offer a five-part program addressing these challenges head-on: • Marketing Strategy Workshop • Marketing KPI Visual Management • Lead Management Program • Value Prop & Commercial Execution Workshop • Marketing Manager Coaching 🏆 So are you ready to learn more on how to turn your Marketing Team into a profit center?  Let’s chat! #marketingconsulting #businessgrowth #leadgeneration #marketingROI #SynergySync

When sales teams struggle with outdated tools and lack alignment with marketing, it hurts their ability to connect with buyers. To fix this, sales enablement leaders need a new approach that combines great content and seller-focused technology with ongoing coaching. #salesenablement #buyerjourney

Thrilled to delve into the world of sales-marketing alignment in my recent read on LinkedIn. Reminds me of a symphony where each instrument plays a crucial role to create harmony, in this case, between sales and marketing teams. Here's a snapshot of the key takeaways that got me thinking: - Alignment should start at the top, emphasizing leadership's crucial role - The switch from the "baton pass" era to the current account-based experience is a game-changer - Shared metrics and definitive success criteria are the guiding stars in this journey - The power of communication: solving complex issues through open dialogue - Futuristic alignment: a cornerstone for seamless customer journeys and optimized resource allocation Embracing alignment isn't just a trending topic; it's becoming indispensable for success in the dynamic B2B landscape. Are you onboard with this transformative narrative? https://lnkd.in/gEE2d94h

RevOps and GTM Effectiveness Right now, many companies are focusing on Go-To-Market (GTM) strategy planning, refinement, and execution. Reflecting on insights from the RevOps Summit and conversations with leaders like Michael Tiang, this post explores my take on the 'Three-Legged Stool' model of optimising Efficiency ('how much'), Effectiveness ('where'), and Quality ('conversion') in GTM strategy that is supported by system, data and process governance. This model, which Mike shared at the Summit, can be used to track GTM effectiveness and drive GTM excellence. Below is my perspective on how this model can be applied to the GTM process: 1️⃣ Efficiency ('how much'): Determining the level of the resources to commit to a GTM strategy and achieve a commercial outcome (e.g. revenue target) requires alignment and a joint effort between commercial leaders, RevOps, and key teams such as Finance & Marketing. RevOps plays a pivotal role in helping to coordinate these efforts and track the effectiveness of the resource deployment (e.g. the effect of increasing headcount or the effectiveness of the compensation plan). 2️⃣ Effectiveness ('where') Understanding GTM effectiveness is a crucial part of the execution phase. It involves tracking attainment, being responsive to the data, and resolving issues in real time. This can be achieved through comprehensive GTM reporting, that includes attainment (lagging indicators), pipeline and activity metrics (leading indicators), alongside market penetration metrics. In addition to these quantitative metrics, regular qualitative feedback sessions with the commercial teams across systems, data, and processes are vital. 3️⃣ Quality ('conversion') I am still thinking about this part of the model, but it is clear that the conversion of activities into tangible results is crucial. This leads to the most critical aspect: governance. Effective governance ensures accurate tracking and measurement, that can be delivered through sales process and systems enablement. As we navigate this year, I’m eager to engage with the RevOps community on GTM effectiveness strategies and how we can collectively drive change in our organizations.

(Follow up to a prior post about GTM being a team sport) Lots of companies say they want to grow. But…they aren’t willing to align their GTM organizations and make hard trade offs to do so. Pipeline is missed, revenue targets are missed and it becomes a finger pointing game that leads into a vicious cycle. Companies that commit to growth organize all their GTM functions - marketing all the way through CS - around their customer segments and customer outcomes. Then they appoint single-threaded leaders that own the outcomes at a segment level. Business unit leaders. This means - at a ‘business unit’ level, each leader needs figure out: - Product capabilities should be highlighted for their customer needs - Pricing and packaging - Marketing strategy that aligns with that segments buying process - eg ABM vs classic demand gen vs partner led etc - Sales enablement aligned to the buying mechanics - deep acumen building vs high volume transaction abilities, challenger selling vs order taking etc - AE profile aligned to segment needs - SE vs no SE model - Product marketing that’s aligned by segment. This means not every launch is relevant, not everything is about visionary messaging. Sometimes technical messaging is more important etc etc (more on this later) - Partner strategy. Which partners are needed for this segment’s needs? GSIs, resellers, cloud providers, channel partners? - Customer Success aligned to segment needs. Do you need adoption focus or renewal focus? What’s the CSM profile for your segment needs? Most companies end up centralizing all these functions for efficiency. There’s nothing wrong in sharing best practices across segments but once you prioritize functional efficiency over customer outcomes - you lose growth. Growth requires alignment, reorganization, focus and prioritization across GTM orgs.

💡 On a call recently, a belief that I have long held about product value propositions was validated. 👉 A well crafted #value proposition and product #positioning written in the context of your #ICP and #competition is the BEST tool for sales enablement. It arms the sales org to craft the right messaging that attracts the right customers. I was recently giving a demo of how we derive the product value prop and positioning to someone who has been a strategic GTM consultant for a long time, and he asked me, "have you shown this to folks who are responsible for sales enablement? They would find it very useful." It would indeed be nirvana for sales enablement teams if for every major product release AND every ICP that is being targeted AND for every competitor they are running into, a product value prop including positioning could be made available! It would really help them unlock 🔓 their messages to prospects. The issue a lot of sales teams run into is that this content takes a while to be created because of the back and forth with product and marketing teams. And sales teams don't get their hands on the right content (if at all) for a very long time. At one time I saw sales enablement decks that were created 8 years ago very much still being used ! Anyone else in this boat❓ About time, sales enablement teams get timely #content, and understand product value props and positioning in the context of market and competition. 👉 In the next post, I will focus more on creating messaging based on value prop and positioning. #connectedgtm #gtm #marketing #sales #contentmarketing

Sales Enablement is not Product Marketing. Product Marketing is not Sales Enablement. Yet, these two roles share a lot in common. They can coexist side by side (Marketing & Sales), or report to the same business unit (GTM, Sales Excellence or even Product). If you're building Sales Enablement function from the ground up 🏗 , or looking to maximize your current investment, let's meet. The majority of leaders and C-Suite executives are still struggling to define what Sales Enablement is, let alone see the value from their investment. Don't stumble into common pitffals. Let's meet to build together a scalable and repeatable selling system across your entire customer lifecycle. Project Moneyball 🔥 Working with global leading SaaS logos and entrepreneurs. _______________________________________________________ To watch our insightful interviews, join our channel: https://lnkd.in/d9b3YRJp #salesenablement #revenueenablement #GTM #projectmoneyball #productmarketing

Sales enablement shouldn’t be created or led by your #sales or #marketing leader. Hear us out. It’s all about your product marketing manager (PMM). Why? Because they are the ones who 1) know the product inside out 2) know your customer 3) understand how to align sales and marketing. 🔥 This is how they empower sales and the enablement process: 🔥 Equipping reps with sales collateral (like battle cards, product sheets and sales scripts) so they’re able to deliver stronger pitches with shorter sales cycles. 💰Ensuring reps aren’t over or under-selling your products through standardised sales processes. 🏋 Delivering product training - including the product’s specifications, positioning, pricing, benefits, etc. 💪 Providing key learnings and feedback to help make ALL sales reps top performers. 📈 Optimising the buying funnel and providing more, high-quality leads. 🌎 Helping them personalise their pitches to various personas, segments and markets, so every sales conversation is relevant. Get winning. #salesenablement #whatsyourbias