B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

43: Three Keys to Building the Perfect Go-to-Market Strategy w/ Adam Stein

ABOUT THIS EPISODE

What does the perfect go-to-market strategy look like?

Well, there’s probably no such thing as a perfect go-to-market.

But, by focusing on a few key elements, you can get pretty close.

As a product marketer, Adam Stein, Principal at APS Marketing, has often come across both large and smaller companies that struggling with aspects of their go-to-market.

So, he’s identified three key elements that you can focus on to create a great strategy. On the latest episode of the B2B Revenue Acceleration podcast Adam shared those keys.

Here’s what he had to say.

You're listening to be to B RevenueAcceleration, a podcast dedicated helping software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi Wencome to be to be a REVENEUacceleration. My name is Om Ta and I'm yr today with Adamstan Princi, PallatAPS marketing. How are you doing today, Athem Very Good Ray? Thank you verymuch for asking and excited to be here with you today. That's a pleasure tohave you! So can you please introduce yourself to audience and tell them alittle bit more about your company APS marketing. Thank you, N! Be Happy withyou. So my company APS marketing does product marketing is a service, and weoffer that because in twenty pus years an Dudin anterplice marketing forstartup and large Compani it', a cap, that's out there and a lot of a lot ofpeople, don't realize the the nee for product marketing. So I fokus productmarketing at service, IRARILY, mobile networking security, Antipi softwareand Markech market. Okay, that's when the fotes, quite a comprehsive Suvi,offering now getting into the topic as a productmarketer. I believe that you probably often come across both large andsmaller organization, at As struggling with the messaging that content go tomarket strategy and also out to position themselves as wis competitionand from previous conversation with at we've, agreed that one of the criticalquestion that those companies should ask themselves before you know gettingto market is actually what problems are we solving? So could you please commenton the importance of this question and why some companies do actually struggleto find onsource t it yeah. I think it tune down to what marketers ware calledthe buyers journey and when you're doing sales and marketing a lot ofseuther marketg teams are focusing on...

...technology they're, focusing on thebits teby how the technology work Whi. The technology is quote unquotedifferent than somebody else's technology. Why? I can take a frint boxand different sedbox and they shouldn't be doing that Bisshu be focusing on thebias Te, an the bies problem and that's really the just what problem are you'resolving? You need to be solving a specific problem in the byers, mind andneeded Tho market accordingly around that? Okay. So so so, when we talkabout the Primo Le Say well start up and you've got a couple of very goodtechnical COFONDOF people believe that they've got to prodect sour oftechnical issues. Would you just look at the technical issues that you aresolving? Would you look at the business issue that you are solving? Where wouldyou suggest the best place to start, because there is always the technicalargument that Su the business aguments? That's right! That's right! I give agood example. I think it's best e shared it an example. I have anediscovery and compliant software client. Think of it as a Dvr, ourdigital vidoa recording for all the content that a Companyi they put on awebsite. So the reason that e discovering compliance as importantis content that was put on a website may not be appropriate, arrelevant orcermissible, and the website an chain met that no recording of it. So we inthe government industry are regular idstre. You need a way Atale document.What was live on a particular website and what wasn't so the problem they were solving isthey were a relatively new entrance ton the market? It's not a usuallyestablished market, endiscovering compliance, but this client wanted beable to differenentiate these of Teta competition, who had all kinds ofpublic available content of publicly available video on their site, and sothey hired likewerms o do competitive analysis. What they were doing, I theothers, were doing and then publish the...

...competitive analysis publicly, and sothey did that we built a COMPETIIV antalysis stable and we published itand the reason that was very impactile Om the market scamdpoint. Is it didn'tjust cover the technical differences they covered? The problem that theparticular software was solving. It is duscovering the pliancs. These O te acompetition, so it was very clear from the comet of differentiation. What wasbeing done with Ponuc Day? I don't want the name, the company CONAC A versusproduct B, and they choose to publish that, and it's been a huge demansionand competitive products for their sales teams. Today, it's been up theremore more than nine months and they continue to use it. So, but basically,I guess the real anser to the question is is probably at you would needfordifferent level of personat you w you would engage with as part of the sellsprocess or the marketing process. You almost need to answer that thatquestion or try to unser that question for every Functiono, every type ofindividuall that you will be trying to sell to a to market to yeah. I think Ithink one marketers and sales people for to personas. So when you're sellinga different personas, whether it's the technical Persota, the executive person,the business persona, you have to be able to basically appeal to thedifferent personas with the content and the the whole ID here discover.Compliante analysis is you have content in that analysis in this example thatI' Sharei you that has a technical bent to it? It has a disiess pent to it andit has a very clear competiiveend to it. So if you're, comparing the productswhich everybody does everybody goes to websites before they bya products, youhave that physical content a to look at to help. You understand one productversus another in that company's point...

...of view- and I guess this is this- isow we Shoulda biojonyvolving as well people doing their own research online,looking at reviews looking at Compati, completitive tables or traing to acsess,basically, what's the they want to boy done, they won't. So if you do the jobfor them, you actually save their time in lots of research and that's probablysomething that the prospect uld would really lize. So that makes perfectsense. Anoto discussion that we've had before is that many companies tat emakethethe, sells and marketing strategy overte complex and, as we discuss, OFANsimple, simple solution: outlaning a clear business, technical problem orsolution will walk best. So can you please comment on why simplicity isoften better and complexity in cersan marketing? That's a really goodquestion right. I think one of the things that the sales and by and themarketing teams need to embrace insimplicly because they need to beable to scale that that go to market and the content plan. The way they haveit and it isn't just Tay, sat the Markiing Cape that are involved in hepolec Becau you and I both know it's kind of a multithreadid Hyda and thatthe channel needs and the partners who sell technology. Our products need tohave content that they can embrace and extend a sales effort wit. So you'reworking with a large telco, were working with a multinationaldistributor. You need to have a way to get content to those sellers and stillhave the Yo know. Essence of the DNA that the marketing the sales people useto put it together carry water throughout the whole process throughoutall the different regions throughout all the different selling situations.And if you have it over complex, that tends togeit Los. But if you make itsimple, it carries a lot longer and it...

...has a lot better way. Sury, even injust even in different language. I've got a bit of, I guess, adisruptive question to ask you, because you don't want to upset anyone, but we often get given by our clients, somevery large white papers and when I'm saying very large, I'm talking involume of worlds number of pages, we probably talking sometimes w. Weprobably went up to thirty forty pages of white papers, and that was prettytechnical and I guess in a way in most caseis quite difficult to digest. Whatwould be your opinion on that sort of pieces of Contenu? You think thatactually elps, because that kind of go against the principle of simplicity, whis and e PAC of simplcity againto s, IOM, Pacas supplicity, andyou pik up a good point. I think, before the Internet and before therewas you know, a lot of research that was readily available and opend ofanalysis. Third, Parto content: You know people ave the technologystandpoint like back in the day. I worked IT CISCO earlier in the whenthey were. You know, routed with a big deal. People just started to talk aboutrouting, Le's, Goo, publish thirty or forty page wite papers about lsbs, oryou know, ripwe to any kind of network, an protocol that was coming out, andthat was great back Tam, because the Internet didn't have a lot ofelectronic content. It was just started nowadays. I think that there are very few use cases that youreally want to as a marketer put together: Thirty precage White Daper.Yes, there are some technical buyers who want expruciating detail, but Ithink they more wanted in Te Demo, yeah and theyhave prufful concept, and theywould in a white paper and with the internetbing way it is anproduct beingwhere they are, whether theire virtual products or sast poducts. You can getthose detaild temias rather than writing paper, which is going toquickly become outcaved, is a couple of...

...months absolutely and hes. The is to amajium that you would, you would suggest, or knowwwe sew los of peoplewur clearly we're doing a podcast right now. So that's a Majum to engage withwith the community O to engage with people. We see some of our clents usingvideo. Obviously, you've got websites. What do you think? I don't know ifthere is a straight onser to that, but is there a migium that you believe isis the best way to convey thesense of a very proposition the essence of whatthe solution does, or is it just something that people shouldshouldbasically make a decision on base on ther is non. The preference yeahactually gets back to a point. You made earlier a an excellent point aboutpersodas right, if you're, a technical buyer more often than that you're goingto want a video or technical, deep, duyes. Okay, if you are a bus asspire-and you may just want a first meeting and some initial content about thetopic- and maybe it's a video- maybe it's just a website- maybe you want apodcast like we're talking about now. If Youre Martech FYER, you know podcastmight be the way to go to so there's not one right answer, but as a marketerand sales expert, you really have to think about what how the blend is forthe different personas that you're seling to so your you know: Enterprise,software, buyer or seller rather yeu're goingto do a mix of website and podcastand videos. Okay. So it's a Basbout iting th the right mixing, Pu Etm. Thatmakes perfect sense. I'M DON'T! We also know that one of your specialities isbuilding good to market programs and relevant content with with wisfocus on reveru driven gods. So it's again maybe a bit of a way upenquestion this one. But what does the perfect go to mark and plan? Look likea really good question. I don't know F, there's a perfect Goodo market plan,ihinthe work, workboth go to market plan is actionable and it's somewhatclosed loop and that you have the...

Marketi in sales team very well. alinedfrom the beginning, you drawn up a blueprint that the marken and theSheles team both agree to and you're building content which the sales ofmarkening teams are. You know getting together with and kind of,orchestrating they're building a concert around it. You go theinstruments, you've got the notes, you got the audience they're putting thattogether and so that perfect go to market plan. Answer a question I think,has a blend of the right content. The right sale play somestructure withoutbeing too overly bearing structure; in other words, it's flexible that it canchange and it's recordable. In other words, there are analytics behind it,because I think nowadays- and we haven't- talked about this yet- but Iknow you and I have talked about this I'lbehalfes of the clients who work ontogether. You need to have actionable analytics. They need to show what'shappening when you go to market plan, because that's that's the reality oftoday is marketing em sale sefforts. They need to have the analytir to showthat there's. You know successful work happening and if something needs tochange, then you work on it together and y figure out a way to change it.Yeah Nan Compatelyo agree with you you're right with that conmersion, ifyouthing, which is quite interesting because you're getting straight to mynext question, you're reading my mind, yeah, which is realy around the KPI. Soif I was to be at the building stage, the foundation of building my myperfect go to market plan, what KPI should I have in mind and to your point?WHAT KPA should I monney to a moving folward to shot the progress in rulingout that Marketin Plat successfully yeah, I'm excellent question Rih. So Iwas very fortunate in my career and the last start up last two start up that Iworked with full time. ASD HER BPF marketing was in the mobile space, anmobile security and the same BC that...

...put me into that firm, also invested inone of the top marketing automatian platforms. When it first came out, so Ihad a kind of a groundfor look at putting Markeni otivation into use inthe south play and so live the gentlemen that was one of the foundersthat tat company took me aside and shared some of his. You know: CookBooth, secret ingredients of putting together that company, which again thatwas a huge benefit to me and I'm humbled by he ability to gain access tothat as he was John and John Really, you know shared with me what washappening in you know a KPI and I DKPI waterfall, and he helped me puttogether a waterfall showing me and showing their smarkin and sales peepeti or startup how to put together. They go to market plan which included thingslike okay. How many leads you need to get to how much revenue? What's theopportunity O turn around time frame? Is Your Opportunity Time Fan,accelrating detalerating, one of the types of programs. WEORGANIC are paidthat are really driving some of the opportunities. How Fass is driving theopportunities? What regions are driving the opportunities and what programs andputting that all together and Havee Git Dem that automated completely that'skind of Bundervana of a market intry, but really showing you? What would the excellrents for go tomarket plan and be able to focus on the metrics of what the plan is actuallydelivering today tomorrow? And you know six months from now. Okay, that makessense and what is the involvement of Said? Would you get servs involved atany point at some points they would have to well you in the execution, Ibelieve, but how would you recommend to the market Otha listening to us toinvolve their sell team in that good market plan? I think that sales, aMarken er intertwined here and I think,...

...that's one of the key things of theplaybook- the whole sales playbook- that when my teams have been reallyreally successful at the start up level or even the larger company level, theyhave really embraced the sales team and got the sales to involved almost fromday one to make sure that you know marketing may come up with a plan.That's all well and good, but really getting sales bying on the plan so thatthe sales are the the executors of that plan. The salesbecome extension of the marketing team and marketing becomes expential. Thesale teem right. There are definitely two sides of the coin and hen youentire coint in order to be successful before e go to market standpoint. So Igive in an example, one of the programs that re running today for one of myclients focuses on qualified sales opportunities. Okay, so theopportunities that we're getting from this provider are further down thefunnel theyre. Basically, people who are buying a particular enterplisenetworking product who have been prequalified. Well, that's how Woll Mgood for marketing- and I think that's great, but the sales team needs toengage with those, whether it's the actual regional sales team or the salesdevelopment team. They need to engage with those and guess what those peopledon't know who that company is. They just know the category of what they'rebuying, so the sales team needs to buy in that hey. These are leades andopportunities that were interested in acquiring, and the marketing team needsto buy the script for the sale team to go, engage ith those people to get themover the TRANSOM inyour first meeting into the buyers fonel. So theyunderstand what the you know: unique value. Promposition is of theparticular company, because all those you know opportunities know is hey, I'minterested in buying this particular category of software, but beyond thatthey know nothing Yep. We can relate to that that that again,another commend that that makes sense...

...to us so well. I would like to SenyouFord inside that Ou, you shared with: U Tothey Atem, it's great that you knowyou could take part of the show and I think we jusgot some to be as woratively quite interesting at Tually today. Now one question that we alwaysask at the stage of the of the conversation is: If anyone of ouraudiencs want to get in touch with you to you personally or to discuss whatthey're doing or if they want to engage with APS marketing, actually SEO? U,you could support them. What is the best way to get in touch with you,beyonds getting onto your website, which is wwadot APS marketing, that netyeah? Thank you very much wer. I really appreciate that a people comeg to ye onthe website, of course, there's an engagement there in contact me. I writepretty regularly I'm Linkedin Linoncom, Backa, ps marketing and finally, thereI'm active on stwitter. I tend to treet about Ski sqash Hockey Dogs, Oh yeah,technology, to fsing as Welli, think of themacoupe o acouple of Yor Cah, quite impressive yeah. No, I definitely have somefriends that are into fishing. They've taught me a lot about fishing off thewest coast or the left coast of I call it of the United States yeah one ofthemMi was great to have youon the show today. Thank you for a much real timeright. Thank you so much for asking these questions, and you know Idefinitely encourage people f. They do want to talk more about. You know, goto market and what'. The best content is, and the gap and PONUC marketingthat existsin a lot of companies. That's why I started as marketing. It'sdefinitely a problem. Talk about what problems are you solving? It was aproblem that a lot of my startup and larger companies pok fate, and that'swhy I started this sisiness now for years ago. o that's great many thingsonce again t! U Thank you. Rah operadics has redefined the meaning ofrevenue generation for technology...

...companies worldwide, while thetraditional concepts of building and managing insize sales teams in househas existed for many years. Companies are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales see Ow operatics can help your company accelerate pipelineat operatics, dot net you've been listening to, b, to b revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (117)