GTM models of Marketing, Sales, and Customer Success are aligned based on number of deals per year and ACV, in order to deliver the best customer experience at the right cost to serve.
The GTM Model shows how the specific motions of Marketing, Sales, and Customer Success can be matched and aligned, based on two key factors: 1) the number of deals sold per year, and 2) the annual contract value (in the first year of the customer's contract).
The GTMs must be matched in order to achieve maximum efficiency and growth.
Sales GTMs: These range from 'no-touch' to 'high touch'.
Customer Success GTMs: These range from do-it-yourself to highly supported.
When we map the GTMs of Marketing, Sales, and Customer Success to the axes of number of deals sold per year and annual contract value, we can then understand that the customer acquisition cost and the service the company delivers to them are being matched together. As an example, in product led growth, the customer wants a low-priced product delivered to them very quickly; with named accounts, they are buying products at a high price point and typical want high-touch service and customized support along the way. By applying GTMs in this way, companies can deliver the best possible customer experience during the buying process, while spending an appropriate amount of money to acquire that customer.
The right GTM allows for a company to deliver the best possible customer experience, at the right cost to acquire that customer.
This model is a guide for choosing the most effective method for reaching your target customers, delivering the appropriate level of service as customers move through the customer journey.