In a recent G2 Reach 2023 panel discussion on go-to-market (GTM) strategies, B2B SaaS leaders in marketing, sales, and product shared time-tested insights on how to effectively align organizational efforts.
The panel was moderated by Stacey Epstein, former chief marketing officer of Freshworks, and featured Ellie Fields, chief product officer of Salesloft; Amber Armstrong, chief marketing officer of Salesforce Sales Cloud; and Will May, chief revenue officer of Pendo, who all brought their own unique functional perspectives and Professional experience.
While I observed many different conclusions from the group, here are the insights that stood out to me:
unified leadership
At the beginning of the conversation, Will suggested that coordination starts with leadership and a “first team mentality.” This company-first strategy ensures that decisions prioritize what is best for the entire organization.
Pendo uses three key interlocks to coordinate efforts: pipeline, customers, and product roadmap. Will stresses the importance of aligning team vocabulary and incentives to ensure a unified approach.
“Coordination is driven by leadership and ‘frontline team thinking,’ prioritizing what’s best for the company.”
Will May
Pendo Chief Revenue Officer
Data integration and visibility
Ellie emphasizes that integrating marketing signals into the sales process promotes alignment throughout the organization. She noted that getting the right data to the right people at the right time is critical to executing and aligning opportunities.
Ellie said it is crucial to recognize changes in buying behavior and adjust accordingly, noting that businesses need to remain vigilant and responsive to market dynamics.
“Getting the right data to the right people at the right time is critical to executing and aligning opportunities.”
Ellie Fields
Salesloft Chief Product Officer
Clear measurements and processes
Salesforce Embrace V2MOM We also use this process at G2 for company- and department-wide planning. The tool is a living document from the CEO down to the individual contributor level that outlines the vision, values, approach, barriers and metrics to facilitate communication and achieve alignment.
Amber also emphasized the critical role of the company’s website as a source of truth for coordinating marketing, sales and product efforts.
“The V2MOM process is a living document for communication and coordination between all parts of the organization.”
Amber Armstrong
Chief Marketing Officer, Salesforce Sales Cloud
Community and Experimentation
Amber also shared with them Salesforce’s efforts in community building Selling Pioneer Communitydesigned to help sellers improve their skills and promote the coordination of product marketing and sales.
In contrast to this approach, Will candidly discussed a recent misstep he experienced in making it more difficult for customers to connect with people at the company. After correcting this strategy, Pendo saw a surge in demand and pipeline, emphasizing the value of customer service in its GTM strategy.
“We launched salesblazer.com, a community focused on helping sellers do their jobs better. This initiative drives alignment between product marketing and sales organizations.”
Amber Armstrong
Chief Marketing Officer, Salesforce Sales Cloud
Shared goals and ownership
When discussing product-led growth strategies, panelists emphasized the importance of timing, personal touch and shared pipeline ownership. Stacey noted that by distributing goals among teams, a competitive atmosphere can emerge, suggesting that shared ownership fosters collaboration even at the leadership level.
“I personally do believe that all of us, even in leadership, should own the pipeline. If we target marketing on a certain percentage of the pipeline and sales on the rest, then we create A competitive situation, not a collaborative environment.”
Stacey Epstein
Former Chief Marketing Officer of Freshworks; Former CEO of Zinc (ServiceMax)
The impact of moving forward together
It was clear from the group’s discussions that GTM alignment is not a one-size-fits-all approach. It requires clear communication, leadership that prioritizes consistency, data visibility, understanding of customer feedback, and collaborative ownership of strategy and decision-making.
When following these strategies, leaders have the potential to contribute to the organization’s GTM success. I’m grateful to these leaders for sharing their expert insights, which I will certainly bring back to my day-to-day role leading G2’s marketing function.
To view the recorded panel discussion, watch the on-demand G2 Reach 2023 session.
