The B2B GTM landscape has changed a lot in the last few years.
With this changed business reality the significance of a harmonized and agile Go-to-Market (GTM) strategy cannot be overstated.
The Data Model, conceived by Jacco van der Kooij of Winning by Design, offers a new, insightful, and pragmatic framework for achieving this harmony.
Customer-centric at its core, the recurring revenue Data Model maps specific stages of the customer journey.
Each of the nine stages has clearly defined customer objectives and exit/entry criteria, along with milestones at each stage. These milestones help you build the right teams, processes, and data signals to support customer and business outcomes that need to be achieved.
With the Data Model framework and the right data platform, revenue leaders can identify and diagnose problems within your revenue engine, enabling you to address them faster, and with more targeted solutions as a coordinated GTM team. In this way, the Data Model helps revenue teams break down silos and improve cross-functional collaboration and alignment.
Let’s look more closely at the top three benefits the Data Model can offer your organization.
1. Fostering Collaboration Across Departments - Uniting Teams Under a Common Goal
The traditional siloed structure of sales, marketing, and customer success departments often hinders the integrated execution of GTM strategies. The Data Model introduces a unified revenue goal that aligns these departments towards shared definitions, metrics, and objectives.
This alignment not only dismantles operational silos but also helps to create a culture of collaboration and shared success.
As teams work from a central model, they can collectively navigate the customer journey, ensuring that every touchpoint is optimized for engagement and conversion.
Imagine your GTM teams as a world-class relay squad, each member running in perfect sync, passing the baton more efficiently and more effectively. This level of coordination is what the Data Model brings to sales, marketing, and customer success departments.
“That, to me, is the best thing about the data model: that it looks at the entire journey, helps the entire org align around the customer experience you want to create, and breaks down the silos.”
Mark Rosenthal, CRO at Kastle Systems
2. Gaining a Holistic View of Customer Journey - Enhancing the Customer Journey with Granular Insights
We’ve all seen that famous Gartner “Customer Journey” diagram that looks like a labyrinth designed by a marketing analyst with a detailed sense of humor. The customer journey is no longer a linear path but a dynamic, multifaceted experience. But we still need a framework to help us make sense of it all.
The Data Model provides a fresh and pragmatic view of this journey by mapping out specific stages, each with clearly defined objectives and criteria. This granular visibility allows GTM teams to measure performance not just at the point of sale but across the entire customer lifecycle – stage by stage.
From the moment of initial contact through to post-sale expansion, the Data Model helps ensure data from every stage is collected, analyzed, and used to make decisions that optimize customer success. This approach not only enhances customer satisfaction but also drives sustainable revenue growth through upsells, cross-sells, and renewals.
“The data lives in technology, so having different pieces of data living in different places is difficult.”
- Nia Barnabie, VP of Revenue Strategy and Operations
3. Proactive Problem-Solving and Decision Making – Strategic Foresight
Being reactive is no longer sufficient.
The Data Model equips GTM teams with framework of leading indicators of success, enabling them to anticipate challenges before they become roadblocks, or impact the bottom line. Putting these indicators into a platform designed for decision-making helps CROs and RevOps teams navigate confidently through storms.
This proactive stance is crucial for maintaining momentum and achieving long-term objectives. By tracking volume, conversion rates, and time across different stages of the customer journey, teams can quickly identify areas of improvement and adjust strategies accordingly. This ability to pivot and respond in real-time becomes a significant competitive advantage, helping organizations to remain agile and resilient in the face of change and competition.
Summing up
The Data Model stands as a strategic compass for CROs and RevOps Teams at B2B organizations, transforming Go-To-Market strategies into cohesive, customer-centric actions. It fosters a culture of collaboration, breaks down silos, and arms teams with the insights needed for proactive, data-driven decision-making. By uniting every department in purpose and process, KPIs and quality insights, the Data Model helps ensure that customer satisfaction and business success move in tandem. This new way of making sense of the entire customer journey guides businesses towards a future where they don't just navigate complexity – they succeed within it.
1. To enhance the customer journey, how can organizations ensure they are effectively collecting and analyzing the right data at each stage of the Data Model?
To maximize the effectiveness of the Data Model, organizations need a way to capture GTM signals like detailed engagement, intent, process, and usage data at each customer journey stage and from across their technology stack into a unified data platform. This requires a robust infrastructure that can consolidate and analyze data from diverse sources, including CRM, MAS, CX, and product analytics platforms, to inform continuous improvement in customer engagement and success strategies.
2. How does RevAmp integrate sales, marketing, and customer success teams under a unified GTM strategy?
RevAmp helps B2B GTM teams that are normally siloed to actually work harmoniously together. Our platform streamlines your GTM strategy by offering a data and analytics platform that aligns sales, marketing, and customer success around a common set of data-driven goals and metrics. Using the Data Model, RevAmp ensures that each department's efforts are coordinated and directly contribute to the overall customer journey.
3. Given the complex customer journey mapped by the Data Model, how can RevAmp help in gaining actionable insights across all stages?
RevAmp’s data collection and analysis across the customer journey's multiple touchpoints provides CROs with granular insights into customer behavior and stage progression. This capability enables precise measurement of performance, identification of bottlenecks, and implementation of targeted strategies for improvement, and ensures that decision-making is based on comprehensive and accurate data.
