Interconnected

If I see another post that confuses GTM strategy with sales action planning..........well, I will be quite happy actually. Because it reinforces the need to make sure my network understands that you can not, should not, will not separate your strategic planning by function. Organic revenue growth requires a highly integrated strategy that interconnects product, marketing and sales around the primary principle of market value creation.

Process diagrams have long shown that one step leads to another, and it is comforting to think that GTM follows a similarly linear path. But it doesn't. It's really more of a three ring model with the requirement for Growth at the center. Surrounding growth are the Value components: creation, communication, management & delivery. The outer ring are unique strategic and tactical components that need to align for successful GTM.

You can argue that there are pieces missing from this diagram - and I wouldn't say you are wrong. Every Growth GTM is unique based on organizational maturity, target market, regulatory environment and other factors, but this representation shows an accurate and viable interconnected organic Growth structure, with interconnected as the key term. Is pricing independent from conversion? or delivery? Is brand experience distinct from user experience? Do customer insights affect nurturing? GTM leaders need to accurately identify those areas which are dependent - upstream and downstream - to ensure active cross-functional engagement, aligned tactics and collaborative goals.

So as 2020 Q4 rapidly comes to a close and planning efforts for the next fiscal year are well underway, remember to ensure that your strategic plan has identified, aligned and connected all aspects of GTM. If you haven't, your Growth targets are at risk.