The Go To Market Model

Your Marketing, Sales, and CS go-to-market strategies should all align, based on these key factors: the number of deals being sold, and your average contract value. When you map the various GTM models of Marketing, Sales, and CS, you will see that there are distinct methods that align quite with across the spectrum of 'higher-volume-lower-price' to 'lower-volume-higher-price'.

After examining their GTM strategies using this frame of reference, Revenue leaders often find that they are using too many different GTM models and can consolidate (e.g., using only a 1-stage model rather than a 2-stage model), or they may find that their models do not align across marketing, sales, and CS teams.

Marketing GTM models

The high-level models that you should be considering for Marketing in recurring revenue include: 

• Inbound: Using content (often in the form of content pieces, SEO, events, and community interaction) to drive inbound leads
• Prospecting: Outbound motion using a sequence of touches (email, social, phone calls, LinkedIn messages) to get in touch with leads that may be a good fit based on lead characteristics and firmographics
• Account based marketing: Outbound motion, also using a sequence of touches as above, to target a particular list of accounts
• Targeted: Outbound motion on a short list of large enterprise accounts

Sales GTM models

The Sales GTM models to consider for recurring revenue teams are: 

• Product Led Growth (PLG): Where the product is the primary driver of acquiring, activating, and retaining customers
• One-stage: One role (typically an Inside Sales rep) runs the entire sales process from start to finish
• Two-stage: The sales process is split between two distinct roles- an SDR/BDR handles lead qualification to determine if a customer is a fit, and an Account Executive handles deeper discovery/demo through to closing the deal
• Field sales: Account executives are physically located within a designated geographical region (or for verticals, they are located in a geography where many of the accounts in that vertical are clustered)
• Named account: Senior reps are assigned a specific list of named enterprise accounts that they are responsible for working, where they are deeply familiar with the org structure and initiatives in those accounts

Customer Success GTM models

The Customer Success GTM models to consider for recurring revenue teams are: 

• Community: This may consistent of a message board or a crowdsourced community area where customers can find answers to their questions
• Helpdesk: A helpdesk, which may be a combination of bots and a staffed helpdesk to answer questions and resolve issues
• Volume: Accounts are managed by CSMs where each rep handles a certain number of accounts
• Segment: Accounts are managed by CSMs where each rep works within a particular segment of the market (e.g., a specific vertical or size of account)
• Accounts: Accounts are managed by CSMs where each rep handles specific named enterprise accounts

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