something to worry about B2B’s GTM Strategy Frame setup
Tags: Business Development, Marketing, Go To Market, B2B, Sales

B2C business wants to sell one product or product to as many consumers as possible. On the other hand, it is desirable for B2B businesses to take the strategy of selling various products or products to one or a few customers.

Thus, in B2B marketing, a market strategy must result in a customer strategy.

That is why account strategy is important, which is why B2B marketing’s GTM strategy is considered relatively less important than B2C marketing.

However, creating the first transaction with a corporate customer is like developing a GTM strategy

The Concept of GTM Strategy

The problem that many companies face in relation to the GTM strategy is that it does not actually perform well.

There are 2 main reasons why the author thinks such a problem is because the GTM strategy is not updated well.

The GTM strategy should be based on market information and should not be established and ended once, but should It also means that the progress of the project should be viewed and considered up to Plan B or Exit Strategy.

It is not only a one-time report, but a subject that must be continuously managed and, in particular, sensitive to changes in business strategies.

The second reason is that most GTM strategies are missing customers.

The GTM strategy focuses on pondering how to enter the market in the development of new products, so it is easy to focus on product-related issues such as product features and features, advantages and prices.

However, the GTM strategy is a marketing strategy that, in particular, from a B2B marketing perspective, it is very important to comprehensively address customer issues, issues and requirements as a whole, because the customer should be able to provide a good reason why they should buy our products when they meet for the first time.

Consequently, when considering the GTM strategy of B2B marketing, the following items should be checked and the relevant information updated continuously:

Who will you sell it to? What will you sell? How do you sell it? Which one will be the focus (Managment)?

Let’s decide on ‘Sales Motion’

The B2B business can be largely divided into ‘Value Sales Motion’ and ‘Volume Sales Motion’.

‘Value Sales Motion’ is the sales style of a solution business that is optimized for the customer’s environment, using the sales resources of its own or its partners.

‘Volume Sales Motion’ means selling simple, standardized products or products through channels of its or its partners. Value Sales requires diversity, expertise, and a wealth of customer information to design a customized solution.

That’s why solution companies use consulting to define and obtain the information they need before designing the solution, while providing the solution with a look and expectation effect, to assure their customers of the solution’s adoption.

For ‘Volume Sales’, selling activities can be relatively easy compared to ‘Value Sales’ if you have standardized products or products and have a distribution network.

In addition, the sales representative does not require a high level of training because channel management is important and does not require complex knowledge or expertise such as solution design, which in turn lowers operating costs.

In other words, it is important for volume sales to increase overall operational efficiency in conjunction with SCM to ensure cost competitiveness of products.

In order to successfully establish the GTM strategy for B2B business, it is desirable to take a close look at the characteristics, customer characteristics, and needs of the market you are trying to enter, then decide on the sales motion and establish a strategy that matches them.

Exemple image the GTM strategy building framework for companies taking Volume Sales Motion, which leads to channel strategy and channel management soon to account management.

‘Is the GTM strategy a marketing strategy? Or is it a sales strategy?’

There are many people who are confused.

What’s important is that the GTM strategy is more about ‘execution’ than any other strategy and is directly linked to operating activities.

B2C For an entity, a GTM strategy can be fully thought of as one of its marketing strategies, since the marketing strategy is a single line of enterprise-wide functional strategies associated with the management strategy.

As you check sales performance, you can continuously update your GTM strategy, go ahead and look at the progress of the action plan.

However, in B2B enterprises, the GTM strategy is most valid when attempting the first transaction.

Once sales motion is determined, it can be seen that sales motions will be more of a business attribute than marketing attributes and will be transformed into strategies that will require more specific and unique activities at the B2B sales level, such as channel strategies, account strategies, proposal strategies, and bidding strategies.

So the B2B project’s GTM strategy is a marketing strategy, but wouldn’t it be more effective for salespeople to develop it? The role of B2B marketer and B2B sales representative in the Convergence era is also being converged.