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Why you should have a united GTM framework

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Lindsey Meyl
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GTM Peeps...Are you running an end-to-end customer journey framework? I don't mean, are you tracking NRR, but instead, can you honestly say that your customer lifecycle is aligned across:

⭐ Definitions ⭐

⭐ People ⭐

⭐ Messaging ⭐

⭐ Processes ⭐

⭐ Data ⭐

I recently polled a group of 500 GTM professionals, and only 8 (EIGHT!!!) companies came back saying they have a centralized operation that runs across the complete customer lifecycle.

Perhaps I polled the wrong people, but my money is on the fact that this isn't happening because our growth-at-all-costs approach has created an obsession with acquisition.

If you're doing $10M+ in recurring revenue, how much time this past year has your GTM org spent on lead scoring, prospecting lists, sales methodology training, forecast meetings, closed-lost reviews, and comp plans, all of which were focused on acquisition?

Now compare that to how much time was spent on account health, customer impact reviews, expansion methodology, white space campaigns, feature requests, and comp plans aligned to churn or NRR.

How much of your revenue growth plan relies on hiring more SDRs and Sales Reps versus bringing on quota-carrying Account Managers?

We spend more time on acquisition than compound revenue with our customer base because the rewards, frameworks, processes, and technology are far more focused on acquisition. The thing is, the revenue flywheel spins at a constant pace when acquisition, retention, and expansion all contribute.

The good news is that you can start building your customer bowtie framework now.

It's very much the same practice as your sales process. The difference is that you're bringing all your GTM practices together under one framework, not just the acquisition piece (or assuming expansion runs the same process as acquisition).

You can start by defining your Customer Journey stages (Winning by Design has the best materials on this framework). Your Customer Journey framework should begin with:

🎯 Description of each stage that is in the context of your business model

🎯 Entry criteria

🎯 Exit criteria

🎯 GTM Roles that support the stage

🎯 Relevant Customer Touchpoints

🎯 The data fields (ideally auto-generated) aligned to the above definitions

Once you have the above, you can start setting up aligned processes, methodologies, and data capture supporting this framework.

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