Your go to market strategy is developed to support the achievement of revenue goals and objectives. Those targets (the destination) may be handed down or built up – but either way, the plan will involve a variety of alternatives to get there.
A thoughtful go to market strategy provides a road-map for finding, winning and keeping clients. It requires broad-based thinking that considers the deployment of all internal and external resources necessary for successful execution – sales, marketing, business/partner development, and customer success.
In support of your GTM strategy you’ll develop a wide range of tactics – essentially those actions required to move your plan forward.
Conflict often develops when there is staunch disagreement over either the destination (target revenue achievement) or over the alternatives (tactics deployed in support of the plan)
To resolve conflict you must first recognize it’s source. The destination? Or, the alternatives? Sales and marketing teams that are mis-aligned will experience more conflict than teams that are truly integrated.
What is the current state of your sales and marketing alignment? Let’s find out!