This article outlines three critical areas to evaluate when optimizing your go-to-market (GTM) strategy: the GTM Delta, buyer journey mapping, and identifying points of friction in the buyer's journey. It emphasizes the importance of clarity in messaging and the need to streamline the buyer experience to improve conversion rates. The author also highlights common pitfalls that can derail potential sales.

The article discusses the importance of context graphs in enhancing go-to-market (GTM) strategies. It highlights how capturing decision traces can improve sales and marketing efficiency by providing a comprehensive view of customer interactions and outcomes. Fragmented information across systems and roles hinders this process, making the need for a cohesive approach essential.

The article discusses the mixed impact of AI on B2B go-to-market (GTM) teams, highlighting that while many leaders see little benefit, some are achieving significant results. It shares insights from 30 GTM experts and outlines practical AI use cases across content creation, marketing, and sales, emphasizing that teams don’t need to be AI experts to leverage these tools effectively.

Philip Lacor, CRO of Personio, outlines how they transformed their sales process using AI in just six months. He shares key lessons learned, including the importance of cross-functional collaboration and prioritizing tasks based on customer needs, while detailing successful AI use cases that boosted efficiency and insights.

This article outlines strategies for pricing and selling products when creating a new market category. It emphasizes that understanding sales models and market readiness is crucial, as many technical founders mistakenly focus too much on distribution rather than perceived value. The piece provides practical insights from Martin Casado based on his experiences at Nicira.

A timeline of B2B go-to-market (GTM) strategies over the last 15 years highlights significant changes in marketing approaches, team structures, and spending habits. The author reflects on the evolution from freemium models to hybrid GTM motions and the impact of new technologies, emphasizing the need for teams to adapt and stay agile in a rapidly changing landscape. Additionally, the piece discusses the blending of roles and the importance of sales and marketing alignment in achieving success.