Are you struggling to align your marketing, sales, and product teams around a cohesive go-to-market strategy? Join Kyle Coleman, CMO at Copy.ai, and Sangram Vajre, Co-Founder and CEO at GTMPartners, as they reveal the secrets to crafting a winning go-to-market playbook.
- Gain clarity on what "go-to-market" really means (beyond just marketing and sales)
- Learn how to shift from a minimal viable go-to-market to a differentiated point of view
- Discover frameworks to unify marketing, sales, and product around the total relevant market
In this podcast, you'll walk away with a deeper understanding of why having a unified go-to-market strategy is critical for driving sustainable growth – and how to get started.
The Path to Go-To-Market Mastery
The ability to align all customer-facing teams around a unified go-to-market motion is what separates the growth leaders from the laggards. Yet for many companies, executing an effective go-to-market strategy remains an elusive challenge.
In this session, go-to-market experts Kyle Coleman and Sangram Vajre will break down the core components of a world-class go-to-market playbook. You'll learn how to move beyond operating in silos to create a cohesive, customer-centric strategy that encompasses marketing, sales, product, and customer success.
Expand Beyond the Total Addressable Market
Discover why focusing solely on your total addressable market is limiting growth – and how to identify and capitalize on your total relevant market.
Leverage Account-Based Marketing: Unpack the power of account-based marketing and how a targeted, insight-driven approach can accelerate sales cycles and boost deal sizes.
Build Alignment Across Functions: Learn proven strategies to foster cross-functional collaboration and ensure marketing, sales, product and customer success are all operating from the same go-to-market playbook.
Meet Your Hosts
1. Kyle Coleman is the Chief Marketing Officer at Copy.ai, a leader in conversational AI for marketing teams. With over a decade of experience unifying marketing and sales departments, Kyle is passionate about eliminating "go-to-market bloat" and equipping revenue teams with the processes and playbooks to drive sustainable growth.
2. Sangram Vajre is the Co-Founder and CEO of GTMPartners, and the author of the best-selling book "MOVE: The 4-Question Go-To-Market Framework." A former marketing leader at Salesforce and Terminus, Sangram helped Pardot reach a $2.7B acquisition and has made go-to-market strategy his life's work through ventures like FlipMyFunnel and the Peak Community.
Timestamp
00:00.404 - Sangram explains why he missed Kyle and Alina at an event earlier.
00:29.432 - Kyle introduces Sangram as the co-founder and CEO of GoToMarket Partners. They discuss what "go-to-market" means and the importance of having a cohesive go-to-market strategy across the company.
03:08.974 - Sangram shares how the definition of go-to-market was expanded for him by Brian Halligan of HubSpot to include all business decisions, big and small.
07:48.441 - They discuss the need to ditch siloed "alignment" meetings in favor of inclusive go-to-market meetings where the best ideas can come from any function.
10:40.052 - Sangram explains the concept of the 15 go-to-market problems his research has identified that every company faces a subset of. Focusing on solving 1-2 at a time is crucial.
15:50.205 - Kyle shares how his previous CEO prioritized a few key initiatives each quarter to avoid getting pulled in too many directions.
19:21.731 - Sangram emphasizes that we are in a time of reinventing playbooks, and leaders need to get out of their traditional ways of thinking.
22:04.707 - They discuss the importance of having an opinionated, differentiated point of view in your content and thought leadership.
26:53.43 - Kyle asks about the challenge of go-to-market bloat and disconnected tech stacks at established companies.
29:22.033 - Sangram suggests focusing on 5-6 core integrated go-to-market tech solutions rather than a fragmented stack.
33:16.293 - They discuss the mindset shift required to do true 1:1 account-based marketing rather than mass blasting.
36:17.872 - Sangram shares research showing only 43% of leaders are confident they'll hit their numbers this year.
37:43.052 - Sangram explains why he signs emails with "Love, Sangram" based on his faith.
38:48.12 - Sangram recommends the book "From Strength to Strength" about focusing on loving people over things.
