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Sales & Marketing Today

Demands INTERCONNECTEDNESS

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And Product / Market Fit Is Not Binary

There's a lot more going on in sales and marketing today - not all of it productive or efficient. To realize the potential for growth, scale and value creation traditional sales and marketing models need to be recognized for what they now are - DISCONNECTED.

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Our 4-Dimensional GTM Approach Provides Leaders Needed Visibility to All-4 Axes of a Modern Go-to-Market Engine

 

With improved visibility to the modern levels of interconnectedness leaders will gain improved ability to effectively manage the multitude of interdependent levers and step-change growth. Much like powering a performance racing yacht when facing wind, sea, weather systems, and the cycles of season and place e.g. focusing on adapting just one or two of the core dimensions of your Go-to-Market is akin to turning the helm, yet not adjusting your sails. The ship will under-perform.

4 Dimensions

Today's Highly Interconnected Growth Engines Require Alignment & Re-Powering to the New Normal. Get the Visibility you Need to Adapt and Deliver More Effectively.

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CUSTOMER
  • Deep Understanding

    • Quantitative

    • Qualitative​

    • Behavioral

  • Alignment

  • Advocacy

  • Data

  • Journey

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STORY
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PLAYS
  • Aligned to Business Goals

  • Modern / Innovative

  • Blueprints

  • SPRINTS

  • Integrated

  • Consistent

  • Always-on

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ACTIVATION
  • People

  • Process

  • Technology

  • Analytics / BI / AI

  • Institutionalized

  • Measurable & Predictable

  • Continuous Optimization

  • Outcomes & Impacts

There are many important and interconnected go-to-market elements for every company in every industry. In the COVID19, digital and customer-centricity era, a deep internal understanding of those often-complex elements, along with the skillful alignment of a focused and disciplined go-to-market strategy, define winning organizations.

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Knowing The Problem To Be Solved

Drucker’s first maxim “If you can’t measure it, you can’t improve it” needs updating in a time of radical change specifically related to sales and marketing. Our experience demonstrates, well before the current market disruption, that before you can measure it you need new and deeper lenses to be able to “see the entirety and interconnectedness of it”, understand it in your context, and then “prioritize it” from a multitude of interdependent levers, often across siloed disciplines. It remains imperative.

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Interdisciplinary Innovation

Our collaborative 4-Dimensional GTM approach harnesses “Interdisciplinary Innovation”, to bring the exceptional expertise from within your organization, and ours, into a collaborative environment to approach challenges with a deep and clean set of lenses. Today's interconnected Go-to-Market requires this new dynamic of diversity of experience and knowledge to deliver more effectively, surface opportunities and uncover bottlenecks.

 

By bringing “lean start-up” methodologies to bear, teams and leadership improve visibility to their own levels of interconnectedness, and modern GTM best practices - improving teamwork while gaining the ability to more  effectively manage the multitude of interdependent levers.  With their foundation further solidified leaders can focus more effectively on Drucker’s second maxim – “Management is doing things right; leadership is doing the right things” - enabling improved scale and step-change growth.

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Deep Customer Understanding

  • Understanding

  • Alignment

  • Advocacy

  • Data

  • Journey

Do you know your CUSTOMER deeply?  Is your positioning aligned to your customer? Have you identified new growth markets? Is pricing competitive and effective?  What is your customer’s buy cycle vs. your sales-cycle? How many buyers are in your buying group? What are their pains? How are they different? Do you have generic 101 personas? Do you know customers well enough to align your solution to their needs, their priority initiatives, success factors, pains, buying processes and time-frames, etc.?  Do you have real clarity into your addressable market? Are customers looking for you to innovate? How many customers do you have? How many buyers are at each of those customer companies? Which are the critical functional responsibilities to engage with and when, and where should you be redirecting precious resources? Do you know how their needs change as they progress through their research of your company and competitors, in their journey?

Your Story

  • Trust

  • WHY & True North

  • Authentic

  • Simple / Clear

  • Relevant

  • Emotive

  • Logical Pathways

What is your story about? Is it Trusted? Authentic? Is it grounded in the customer? Do you understand the pains different buyers have, and the buying groups they are a part of?  We live in a Trust economy.  Buyers trust their peers and your customers more than your marketing and sales messaging.  Are you talking about your product and its speeds and feeds, or have you aligned your story, beyond the "What" and the "How" to address your customer's fears, uncertainties, doubts... and aspirations for their business and themselves? Have you surfaced your Customer's Voice?  Is your story simple and clear in your elevator pitch? How about in the longer versions?  Does it have an emotional connection? Does it align with your WHY – your True North?  Your Story is important not only to your messaging but to the strategic positioning that will shape your investments in product, markets, M&A, etc.

Modern Plays

  • Strategically Grounded

  • Modern / Innovative

  • Blueprints

  • SPRINTS

  • Integrated

  • Consistent

  • Always-on

What’s your playbook? Have you built a set of modern PLAYS and detailed program blueprints that deliver your Story to buyers at their watering holes? Are your plays integrated? What are the common areas of under-performance for B2B & Hybrid B2B/C firms? Are you driving buyers into and through your compelling Story? Helping them do their research rapidly and seamlessly with “logical-pathways” to lead them into and through your website, to content and sales tools, and ultimately down the primrose path to sales-readiness?  How effective is your channel strategy? Is ABM more than just a buzz word? Have you found effective ways to make your customer the hero and accelerate account penetration, overcome objections, shift mindsets and urgency?  If you aren’t architecting a new set of Plays for today’s rapidly changing sales and marketing environment your competitor likely will be. 

Seamless Activation 

  • People

  • Process

  • Technology

  • Analytics, BI, AI

  • Institutionalized

  • Measurable & Predictable

  • Outcomes & Impacts

  • Continuous Optimization

Do you have people with the right skills, in the right places?  Are modern tools and processes in place?  Are they institutionalized? With 7,000+ martech platforms and 2500+ sales-tech platforms, what’s the right technology mix? What does your data really look like? Is it old, segmentable? How do you fix it fast? Do you have the right KPIs, SMART goals, OKRs.  Are you tracking and meeting ARR, CAC, LTV, and expansion goals?  Do you have the tagging, hooks and metadata in place to inform effective analytics and dashboards and drive continuous optimization? Have you considered AI, or VR (virtual reality)? Are you out of bandwidth? Is the team so focused on working in-the-business that working on-the-business continues to be delayed? How can you align teams around a set of modern strategies and goals that drive the business forward faster?

 

 

Adapt Your Go-to-Market. Deliver More Effectively
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UnicornGTM provides a phased investment approach to help you attain a High-Performance Growth Engine. Initial bite-sized SPRINTS help leadership identify and prioritize critical problems... solve them fast and provide strategic insights to future phases of acceleration. We strive for outcomes of 2X impact from initial strategic sprints. Roll-outs at 10X, 20X to 50X.
Our staged approach builds trust with measurable results and investment payback.  

 

A Staged Approach to Step-Change Outcomes & Impacts

PHASE 1 ADAPT Initial engagements often start with our 4-D GTM DIAGNOSTIC Sprint which focuses on discovering and diagnosing the problem, and defining & prioritizing potential high-level strategies and programmatic solutions. Our experience demonstrates that a diagnostic initiative offers the opportunity to identify and deliver quick-hits and immediate impacts and outcomes - including throughout the course of the initial phase of engagement - with a practitioner-centric application of best practices. We often incorporate a TRUE NORTH element to get strategic foundations of customer-centricity and alignment in place and enabling increased performance with improved messaging and positioning.

Additional strategic SPRINT Offerings address known areas of under-performance which might include:  

  • WIN-RATE OPTIMIZATION

  • COMPETITIVE ASSESSMENT

  • PERSONAS 2.0

  • ACCOUNT BASED MARKETING

  • NURTURE BLUEPRINT

  • CONVERSION ANALYTICS INSIGHTS

  • CUSTOMER VOICE ASSETS

 

PHASE 2 ALIGN is focused on developing the detailed strategy and implementation plan (Playbook, Program Blueprints, Growth Acceleration Calculator, etc.), with associated modeling to demonstrate measurable and predictable return on investment. We will continue to actively provide advice and guidance, with leadership, its teams and vendors, to activate best-practices and further advance identified quick-hit opportunities to drive incremental growth. (more)

 

PHASE 3 ACCELERATE provides hands-on continued guidance and advice toward the effective activation of the described implementation plan – this may also involve assistance with incremental team curation and/or deeper levels of fractional ongoing management - to continuously optimize and institutionalize the optimized Go-to-Market strategy.  (more)

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Ready to ADAPT & DELIVER MORE EFFECTIVELY? Schedule some time to share perspectives.

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