The Data-Driven Go-to-Market
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The document discusses how data and technology are transforming go-to-market strategies. Key points include: 1) The future of sales is already here in the form of dynamic, continuous customer engagement across the entire buyer journey and lifecycle. 2) Account-based approaches are more important than ever, and intent data in particular provides valuable insights into accounts to improve targeting and messaging. 3) Building an end-to-end data platform allows organizations to deliver personalized, relevant engagements at scale through orchestration of automated workflows and a "communal data share" between functions.
The Data-Driven Go-to-Market
- 2. www.gartner.com/en/topo-now-gartner | 2 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. 1. Brief intro 2. Current Market Environment 3. GTM Implications 4. Key takeaways The Modern GTM
- 3. © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. Whats Happening in the Market
- 4. www.gartner.com/en/topo-now-gartner | 4 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. 1. Re-invent 2. Buyer-Seller access continues to decline 3. Buyers are agnostic to human v digital touches 4. The content marketing revolution went too well 5. Today’s buyer is increasingly digital, but the next set of buyers will be all digital Current Market Trends
- 5. www.gartner.com/en/topo-now-gartner | 5 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. 2021-2022: Rescale and Reinvent Top Two Post-Pandemic Recovery Paths Sales Organizations Are Most Likely to Pursue Percentage of Chief Sales Officers (CSOs) 0% 8% 10% 64% 80% Retire Reduce Return Reinvent Rescale n=61 CSOs Source: Gartner CSO Priorities Pulse Survey (January - February 2021) Rescale Prioritize highly effective or highly efficient routes to market, including virtual and digital channels. Reinvent Reposition the sales strategy to areas of greater differentiation and relevance to be more competitive post-pandemic. Return Reestablish legacy sales strategy and deployment. Reduce Trim investments and dedicated resources to specific markets. Retire Divest resources and operations where pre-pandemic concerns and post- pandemic issues exist. Most CSOs anticipate rescaling and/or reinventing their sales organizations for growth; very few expect to return to their pre-pandemic sales strategy and deployment.
- 6. www.gartner.com/en/topo-now-gartner | 6 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. Limited Access to Customer Buying Journey Proportion of Time Spent on Key Buying Activities 18% Researching Independently, Offline 17% Meeting With Potential Suppliers 16% Other 27% Researching Independently, Online 22% Meeting With Buying Group Meeting With a Single Supplier n = 750 B2B buyers Source: 2019 Gartner B2B Buyer Survey
- 7. www.gartner.com/en/topo-now-gartner | 7 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. B2B Buying Is Channel-Agnostic Proportion of Buyers Who Used Supplier Information Channels to Complete a Job Q: “Which information channels did you use to accomplish this activity set?” Source: 2019 Gartner B2B Buyer Survey 82% 92% 85% 90% 79% 88% 82% 86% 0% 50% 100% Problem Identification Solution Exploration Requirements Building Supplier Selection Supplier Sales Rep Supplier Website
- 8. www.gartner.com/en/topo-now-gartner | 8 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. n = 1,174 B2B Buyers 50% Agree 31% Disagree 19% Neutral Making Informed Trade-Offs Between Vendors Was Difficult n = 1,174 B2B Buyers 55% Agree 30% Disagree 15% Neutral Amount of Trustworthy Information Was Overwhelming n = 1,174 B2B Buyers 43% Agree 39% Disagree 18% Neutral Supplier Information Was Trustworthy but Contradictory B2B Was Too Good at Content
- 9. www.gartner.com/en/topo-now-gartner | 9 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. n= 1,040 B2B buyers with completed purchases Source: 2019 Gartner B2B Buyer Survey 17% 29% 44% 0% 25% 50% Baby Boomer (55 and Older) Generation X (35 to 54 Years Old) Millennial (25 to 34 Years Old) Percentage of Buyers Preferring Rep-Free Experience Overall Average: 33% Emerging Preference for a Rep-Free B2B Purchase
- 10. © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. The GTM
- 11. www.gartner.com/en/topo-now-gartner | 11 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. 1. The future of sales is… 2. What happened to account based? 3. It may have something to do with the data 4. The era of dynamic customer engagement (DCE) 5. Data should be end-to-end (e2e) and communal (and then it becomes powerful) 6. Orchestration: Before (cool word) Now (do-able and mission-critical) 7. Don’t worry – you can still just use data now and get lift 8. Hello Double/Triple Funnel – track all your GTM strategies. The Data-Driven GTM
- 12. www.gartner.com/en/topo-now-gartner | 12 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. Future of sales (isn’t really in the future)
- 13. www.gartner.com/en/topo-now-gartner | 13 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. Account Based is More Relevant Than Ever
- 14. www.gartner.com/en/topo-now-gartner | 14 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. And Data is the Key (especially intent data) © 2019 TOPO. All rights reserved. Unauthorized copying or distribution is a violation of copyright law. For questions, email [email protected] go-to-market planning should begin with one use case and expand into additional use cases over time. Intent Data Use Cases (Figure 1) USE CASE DESCRIPTION EXAMPLE Marketing Use Cases Account Selection Accounts are selected for programs based on high intent scores. Marketing adds all high-intent accounts with more than 1,000 employees to a 30-day integrated program. Account Segmentation Accounts are segmented based on current intent topics. Marketing develops a re-engagement program for cold contacts and uses intent data to assign each contact to one of three topic-specific tracks. Lead Generation Accounts with high intent are sent directly to SDRs and included in outbound programs. Marketing purchases intent data as part of a lead generation program, routing accounts and associated contacts to sales development reps (SDRs), and evaluates the outcome on cost per lead and lead conversion rate. Sales Development and Sales Use Cases Prioritization Leads and accounts are prioritized for SDR outreach based on intent scores. • Each week, SDRs add contacts from the five highest-intent accounts in their territory to outbound touch patterns. • Sales development prioritizes inbound lead follow-up by starting with leads from accounts with the highest intent scores. Account Insights Specific intent topics for each account are used to inform messaging. Sales development uses top intent categories to customize messaging and select content to share in touch patterns.
- 15. www.gartner.com/en/topo-now-gartner | 15 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. Hello Dynamic Customer Engagement (DCE)
- 16. www.gartner.com/en/topo-now-gartner | 16 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. DCE is enabled by a data-driven tech platform
- 17. www.gartner.com/en/topo-now-gartner | 17 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. Revops centralizes end-to-end revenue creation Buyer S a l e s C u s t o m e r S u c c e s s S a l e s D e v e l o p m e n t M a r k e t i n g § RevOps removes the siloed approach by: – One end-to-end owner of revenue production in the CRO – Centralizes all Ops functions under one RevOps leader – Creates a Communal Data Share between functions and ops – Enables continuous feedback loops between all revenue production teams based on buyer behavior Core Function Operations Communal Data CRO + + + + + + + +
- 18. www.gartner.com/en/topo-now-gartner | 18 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. The Power of Shared Data
- 19. www.gartner.com/en/topo-now-gartner | 19 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. Communal data is key Account Based Platform
- 20. www.gartner.com/en/topo-now-gartner | 20 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. From the communal data, machines (and people) can make great workflow decisions Account Based Platform
- 21. www.gartner.com/en/topo-now-gartner | 21 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. Orchestration- Because we can and we have to Video 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Phone Email Executive Outreach Direct Mail Marketing Email LinkedIn Web Personalization Digital Ads
- 22. www.gartner.com/en/topo-now-gartner | 22 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. BE DATA-DRIVEN NOW: FOCUS ON ENGAGEABILITY SDR and outbound prospecting programs have shifted from cold accounts and contacts to those that have shown signs of engageability. This is about: • Speed – The faster one can get to 1:1 engagement, the faster they can get to pipeline • Agility – Have the infrastructure to immediately load engageable targets and activate programs QUALIFY HIGH VALUE OFFER MEETING TOUCH PATTERNS DISCOVERY Previously engaged contacts Lower inbound scoring thresholds CRM + SEP PIPELINE Handoff Re-engage - SDR Thread in previously engaged accounts Intent data scored accounts/contacts New ICP targets High engagement scored contacts High Engageability Sources Current customers
- 23. www.gartner.com/en/topo-now-gartner | 23 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. Support and track multi-gtm strategies (3+) Opportunity Managed Product Activation Closed-Won Self-Serve Purchase Self-Serve Product Activation Product- Qualified Lead Engaged Lead SDR-Qualified Lead Lead Engaged Account Target Account PRODUCT-LED VOLUME ACCOUNT BASED
- 24. www.gartner.com/en/topo-now-gartner | 24 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. There is a metrics model for your business
- 25. www.gartner.com/en/topo-now-gartner | 25 © 2021 Gartner, Inc. and/or its affiliates. All rights reserved. 1. The future of sales isn’t really the future…it’s today 2. Everything is account based 3. Data makes account based real and scalable; intent data makes it exciting 4. Build an end-to-end data platform to deliver relevant engagement continuously and across the entire lifecycle 5. Take data, then orchestrate. You can do it. 6. If you can’t orchestrate, data can still drive lift NOW 7. Multiple GTM strategies? No problem. You can track it all. The Data-Driven GTM