Luigi MallardoWhat you should do for a healthy go-to-market strategy and execution in Mid-Market and Enterprise:
✅ Focus customer choreographies around concrete use cases where your prospect client can empathise
✅ Sell your proven business impact, not the features
✅ Get focused on Ideal Customer Profiles with which you have concrete validation
✅ Do “strategic outbound prospecting”, this is not about cold calling. It works if you know how to do it.
✅ Get obsessed with funnel, process, KPI’s and training & enablement
✅ Focus your customer acquisition engine on these KPI’s: pipeline in $ and number of Opps, conversion rate Opps to Won
✅ Build a scalable and aligned team through Go-To-Market Bible and Playbook
✅ Set up the appropriate systems. Salesforce. Outreach. Jiminny or Gong.
✅ Instead of pre-cooked AI recipes from your existing vendors, get a flexible AI platform for the GTM team like Copy AI
✅ Hire people based on experience and deal size, especially the ones with tough past experiences but that still keep the passion
What you shouldn’t do instead
❌ Keep on doing business if your product is a vitamin and not a medicine
❌ Focus your pitch on features.
❌ Go everywhere and against everyone
❌ Let the sales people decide which Account to go after
❌ Think you can improve without measuring with purpose
❌ Hire sales executives who only worked in big corporations
❌ Look only for that superstar VP Sales
❌ Be Bottleneck Founders
❌ Split Sales and Marketing too early
❌ Underinvest in Onboarding and Customer Success
❌ Hire Marketeers that talk about MQL in the interviewing process
❌ Waste money. The era of Burn rate is over. Welcome the era of efficient growth.
If you enjoyed these go-to-market guidelines, you will also like these Leadership Mantras and a Game Plan for a Healthy Go-To-Market in early-stage B2B SaaS.