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About the Authors:
Christopher Stiegal
Vice President
Christopher Stiegal is a vice president with First Analysis. Prior to joining First Analysis in 2017, he spent a year at Heartland Angels, where he focused on financial analysis, due diligence, and valuation analysis. Before beginning his career in finance, he spent his collegiate years jumpstarting and founding a million dollar construction company and a technology startup. He earned a bachelor’s degree in accounting from the University of Illinois at Urbana-Champaign.
Corey Greendale
Managing Director
Corey Greendale, with over two decades of experience at First Analysis, works with entrepreneurs as an investor and as an advisor on growth transactions to help build leading software and human capital businesses. He leads the firm’s efforts in the future-of-work area, learning technology, and the human capital sector, and his thought-leading research in those areas has been cited for excellence in the Wall Street Journal’s “Best on the Street” survey, Forbes and the Financial Times. He supports First Analysis’ investments in AmpliFund, Perceptyx, SynergySuite, Visage and Yello. Prior to joining First Analysis in 2000, he was a development analyst at Systema Corp., where he designed training programs for several large pharmaceutical companies. He earned an MBA with high honors from the University of Chicago Booth School of Business and a bachelor’s degree from Stanford University, where he graduated Phi Beta Kappa.
First Analysis Go-to-market Tech Team
Christopher Stiegal
Vice President
Corey Greendale
Managing Director
First Analysis White Paper
Go-to-market Tech 2.0
Our B2B GTM Framework: A deep dive into the granular categories and innovative companies
January 31, 2024

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

  1. Shifting human social behaviors
  2. Intensifying importance of connecting people, processes and technologies
  3. Intensifying competition for customers and talent

GTM technologies address these three needs with clear returns on investment

  1. Importance of growth
  2. GTM tools and ROI by department
  3. Stickiness of GTM technologies

Market structure and competitive dynamics

  1. Growing, large and fragmented GTM technology market
  2. Consolidators versus pure plays
  3. Horizontal versus vertical application strategies
  4. Incumbent displacement opportunities

First Analysis B2B GTM technology framework: An overview

Interconnectedness of GTM technologies

A taxonomy of GTM strategies

  1. Sales-led GTM
  2. Marketing-led GTM
  3. Product-led GTM
  4. Community-led GTM
  5. 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

  1. Operations infrastructure: Record & report
  2. Operations management: Plan & improve
  3. Pipeline suspecting: Research & setup
  4. Pipeline prospecting: Execute & prioritize
  5. Deal selling: Engage & differentiate
  6. Deal closing: Quote & sign
  7. Customer support: Service & support

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