White paper: Go-to-market Tech 2.0
The First Analysis B2B GTM Framework: A deep dive into the granular categories and innovative companies
With the world’s rapid digital transformation since the 1990s, human social behaviors have forever changed, and as a result, business-to-business (B2B) buyer purchase patterns have shifted toward more digital-friendly, buyer- and peer-led multi-stakeholder processes. This shift has forced many sellers to meet buyers on buyers’ terms and establish new go-to-market (GTM) strategies. Gartner defines go-to-market strategies as plans that detail how organizations can engage with customers to convince them to buy their products and services and to gain a competitive advantage. Since repeatable, consistent growth remains the No. 1 focus for executives, B2B sellers have invested significant capital to build out their GTM strategies to address the changing needs of buyers.
TABLE OF CONTENTS
- Organizations have had to adopt and invest in new GTM strategies
- Complexity and resource constraints are reshaping GTM strategies
- The changes are driving the need for technology that enables GTM strategies
- A deeper dive: three specific growth drivers for GTM technologies
- Shifting human social behaviors
- Intensifying importance of connecting people, processes and technologies
- Intensifying competition for customers and talent
- GTM technologies address these three needs with clear returns on investment
- Importance of growth
- GTM tools and ROI by department
- Stickiness of GTM technologies
- Market structure and competitive dynamics
- Growing, large and fragmented GTM technology market
- Consolidators versus pure plays
- Horizontal versus vertical application strategies
- Incumbent displacement opportunities
- First Analysis B2B GTM technology framework: An overview
- Interconnectedness of GTM technologies
- A taxonomy of GTM strategies
- Sales-led GTM
- Marketing-led GTM
- Product-led GTM
- Community-led GTM
- Other GTM strategies
- Nine key GTM technology trends we’re watching
- First Analysis B2B GTM technology framework: Summary tables
- Zooming in: First Analysis B2B GTM Framework
- Operations infrastructure: Record & report
- Operations management: Plan & improve
- Pipeline suspecting: Research & setup
- Pipeline prospecting: Execute & prioritize
- Deal selling: Engage & differentiate
- Deal closing: Quote & sign
- Customer support: Service & support
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