Why should your Marketing teams come under a GTM Operating System?‍

Marketing teams are responsible for generating leads for you business - to ensure, as marketers you rely on several tools across email marketing, live chat, website analytics that helps you get complete visibility on the top of the funnel activities.

For marketing leads your day begins with mostly questions like "How well are we performing?" or "Where can we improve?" which is where the curse of too-many tools kick. Rather than spend your time on digging through insights and building customer relationships, it is instead spent toggling between tools in search of data that will help you make important strategic decisions.

Biggest Challenges for Modern Day Marketing teams

Building Reports from multiple data sources

Whether it is giving demos or closing deals, most of your time as a marketing person is spent on sitting in the CRM and taking stock of the marketing pipeline; yet, there is never a wholesome clarity on how your marketing pipeline looks or what you have in store 2 weeks from today.

A marketing pipeline without visibility is like driving a car without a fuel indicator - you are operating on uncertain territory that could totally throw you off track.‍

‍Missing out on key insights

Revenue forecasting continues to be one of the biggest challenges for marketing teams, despite the numerous tools at the disposal - in fact, a major source of insights and accurate forecasting is the CRM data, which is mostly viewed as a pointless task that takes away valuable selling time.

This lack of historical data or sometimes missing data means it is extremely difficult to build models that would give future sale projections.

‍Maintaining Customer Relations Post-sale‍

Building genuine customer relationships post-sale has always been tricky for marketing teams as it is always lower in the list of priorities - and oftentimes, teams drop the ball, spelling doom for customer relationships even before they begin.

Given the subscription business model and the impending upsell opportunities, it is no longer just enough to talk users into buying the product but facilitate a smooth transition and ensure continuous success.

Apart from these, there are the typical challenges of onboarding new reps, ensuring data hygiene within the CRM etc. ‍

Bringing your marketing teams under a GTM Operating System™‍

If you are wondering what a GTM OS is, and why you should consider bringing your marketing team as part of the function, read on: ‍

What is a GTM Operating System?‍

A GTM Operating System is a data-driven approach to align the goals and efforts of the Growth teams (Marketing, marketing, and Customer Success) in your company.

It helps you streamline internal processes, facilitates smooth hand-offs, and ensures that the customer-facing functions in your organization are on the same page at all times.

A well-oiled GTM Operating System acts as the single source of truth across Marketing, marketing, and Customer Success setting up a Growth Flywheel at your company.‍

How bringing a marketing team under GTM OS helps improve operational efficiency?

Under a GTM Operating System, the marketing team takes a completely data-driven approach to its KPIs and objectives - this is coupled with increased collaboration with your marketing and customer success teams on a day-to-day basis.‍

Understanding the buyer’s journey ‍

One of the biggest challenges for business leaders is aligning the marketing and marketing teams who are often at loggerheads.

With a GTM OS, this is taken care of as both the teams are set up to work closely with each other bringing much-needed clarity at both ends of the marketing funnel.

For instance, the marketing team will get more context on the new opportunities coming in which in turn helps sharpen their approach to demos Likewise, the marketing team will have more visibility into the bottom half of the marketing funnel which helps improve the product messaging and marketing collaterals. ‍

Smoother hand-offs‍

For the GTM functions, marketing teams are the bridge between marketing and customer success teams and heavily involved in the hand-off process.

A GTM OS allows marketing teams to communicate efficiently by creating a closed-loop feedback system between the three teams.

For example, the marketing team can give insights on which leads have the best chance of converting so the marketing reps can prioritize them for their outreach. Similarly, they can facilitate a good rapport between the user and the customer success teams right from the beginning.‍

Data-driven pipeline acceleration‍

One of the biggest advantages to having a GTM Operating System in place is that marketing teams can unlock new business insights thanks to an end-to-end integrated tech stack.

This means access to data points and metrics that couldn’t be obtained easily in siloed data systems.

But with the entire tech stack connected in a single system, every metric is just a click away.

For example, instead of looking back at a month’s performance and realize that the marketing quota was not met, the marketing team will be able to proactively close down any gaps and shortcomings to ensure you hit your goals.

Conclusion

‍As Growth teams double down on measures that will help achieve operational efficiency and end-to-end transparency, the GTM OS™ Framework is the first and most important step for the sales team to head in the direction of data-driven decision making.