4 steps to sharpen your go-to-market focus with customer segmentation

Transcript

1. 4 Steps to Sharpen Your Go-to-Market
   Focus With Customer Segmentation
   

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2. Joe Andrews
   VP, Product and Solutions Marketing
   About Me
   • Story teller
   • Passionate about AI for
   sales and marketing
   • Product marketing roles @
   @andrewsjoe
   

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3. Topics
   • The Case for Change
   • How to Sharpen Your GTM Focus
   • What Success Looks Like
   @andrewsjoe
   

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4. The Case for Change
   

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5. Business Leaders are Now Even More Deliberate
   About How to Drive Revenue Growth
   CMO
   What key go-to-market questions does your team need to answer?
   CRO CFO CEO
   “Who is my ICP
   and what market
   segments should
   we target?”
   “Are we
   maximizing win
   rates and deal
   size to hit our
   quota?”
   “Are we getting
   the revenue we
   want from the
   right customers?”
   “What are we
   doing to improve
   our CAC,
   payback and
   CLV?”
   @andrewsjoe
   

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6. TAM Measurement New For Demand Generation
   Source: SiriusDecisions Demand Waterfall, 2017
   

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7. Source: InsideView Sales & Marketing Alignment Market Survey, Feb 2018. N=500+
   Use of TAM Measurement in Market
   WE ASKED
   How accurate is your organization’s measurement of
   Total Addressable Market (TAM) ?
   No target market measurement 25%
   Ad hoc target market measurement 28%
   Assessed annually 24%
   Regularly review 23%
   53%
   do not regularly
   assess their
   target market
   

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8. Executives have instant access
   to market information to discover and
   understand new markets
   Sales and Marketing are fully informed
   and aligned to engage and execute
   Everyone has visibility into market
   performance to fine tune and optimize in
   real-time
   Imagine a Mature,
   Fully Aligned
   GTM Engine
   

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9. WE ASKED
   What go-to-market maturity stage best
   aligns to your company?
   54% of companies are here
   Source: InsideView, The State of Sales
   and Marketing Alignment Report, 2018
   

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10. Leading Companies Exhibit GTM Maturity
    2.3x 5.3x
    Companies exceeding revenue goals
    are 2.3x more likely to report high
    levels of alignment
    Companies exceeding revenue goals
    are 5.3x more likely to describe their
    go-to-market maturity level as
    orchestrated or dominant.
    Source: InsideView, The State of Sales and Marketing Alignment Report, 2018
    

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11. How to Sharpen Your GTM Focus
    

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12. ICP > TAM > ABM: Taming the Alphabet
    Who are my perfect customers?
    Where do they work?
    What do they do?
    What accounts fit that profile?
    Where are they located?
    How many are in my database?
    Let’s target:
    1
    2
    3
    IDEAL CUSTOMER PROFILE
    Define your targets.
    TOTAL ADDRESSABLE MARKET
    Find every matching account.
    ACCOUNT-BASED MARKETING
    Target them one by one.
    @andrewsjoe
    

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13. Determining Your ICP
    1. Decide on key performance indicators
    that determine “best customer”
    – ACV, LTV, CAC
    2. Assess attributes that can identify and
    predict ICP match
    – Firmographic
    – Demographic
    – Psychographic
    – Behavioral
    3. Analyze your customers by those
    attributes
    InsideView’s attributes:
    I. Firmographic
    • Industry
    • Geographic location
    • # of sales reps
    • Growth rate (YoY)
    I. Behavioral / psychographic
    • Use of competitor’s products
    • Serial buyer
    • Relationships / connections
    • Martech adoption
    • Upsell and cross sell potential
    • Buyer intent surge
    @andrewsjoe
    

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14. Ideal Client Profile Mapping: Before
    @andrewsjoe
    

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15. Ideal Client Profile Mapping: After
    @andrewsjoe
    

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16. Building Your TAM
    @andrewsjoe
    

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17. Pain Points:
    ● Difficult to keep data clean
    ● Manual spreadsheets to define segments
    ○ “vlookups and pivot tables”
    ● Siloed processes - lots of cooks in the kitchen!
    Business Impact:
    ● Revenue growth
    ● Time to market for new offerings
    ● Cost & efficiency
    Challenges: Data Gaps, Manual Processes, Org
    Silos
    CMO / CRO Product Marketing
    Sales Demand Gen
    / Operations
    @andrewsjoe
    

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18. Total Market Opportunity using InsideView Apex
    

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19. 67% had 3+ engaged
    departments
    34 average engaged
    people per account
    Ensure People Coverage
    Personas Job Level
    

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20. Exec Team
    Revenue
    Operations
    Revenue Teams
    Don’t Forget Personas
    GTM Planning & Segmentation
    • Discover ICP & TAM
    • Align revenue teams to execute
    • Measure performance and optimize
    Sales & Marketing
    Execution
    • Target and engage with
    the right prospects
    • Retain and grow accounts
    Customer Data
    Management
    • Clean & maintain CRM data
    • Enrich data - accounts,
    leads, and contacts
    • Unify data around single
    source of truth
    

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21. Exec Team
    Revenue
    Operations
    Revenue Teams
    Don’t Forget Personas
    GTM Planning & Segmentation
    • Discover ICP & TAM
    • Align revenue teams to execute
    • Measure performance and optimize
    Sales & Marketing
    Execution
    • Target and engage with
    the right prospects
    • Retain and grow accounts
    Customer Data
    Management
    • Clean & maintain CRM data
    • Enrich data - accounts,
    leads, and contacts
    • Unify data around single
    source of truth
    

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22. What Success Looks Like
    

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23. Targeted GTM Metrics
    1. Engagement goals: leading
    2. Financial goals: lagging
    SUCCESS METRICS
    EARLY
    • New names in target account
    (building out TAM white space)
    • Higher program engagement
    across multiple contacts
    • Lift in website traffic from
    targeted accounts
    MID
    • # of meetings set with target
    accounts
    • Marketing qualified leads in target
    accounts
    • Program success with a target
    account
    • Call connects with target accounts
    LATE
    • Higher win rates
    • Higher ASP
    • Deeper and broader relationships
    within accounts
    • # opportunities in targeted accounts
    • Pipeline in targeted accounts
    • Deal acceleration
    • Multi-product, multi-year deals
    @andrewsjoe
    

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24. Summary: 4 Steps to Sharpen Your GTM Focus
    Determine your ICP - everything depends on it!
    Build out your TAM and reassess on a regular basis
    Ensure your targeting the right personas
    Measure success and iterate. Don’t set it and forget it!
    @andrewsjoe
    

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25. Thank you!
    

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