In a 15-year-plus go-to-market strategy career, I have worked with hundreds of B2B companies directly, indirectly with other consultants or through any of the many accelerator programs I mentor on. During that time, I have seen a typical consistency that breaks all strategies - the lack of willingness to deep-dive research layered on poor proprietary data.
Customer-facing teams have been disjointed, arguing over tech stacks and creating barriers between marketing and sales, adding further complexity to an already complex and intricate process.
To build a fully aligned GTM strategy for 2025, all teams must work from a connected data source centered around the customer journey and use aligned technology.
The rise of Revenue Operations has become the number one demand for GTM teams since the end of the growth at all costs era we've just exited.
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