SlideShare a Scribd company logo
1 of 25
Download to read offline
WHAT IS A

GO-TO-CUSTOMER STRATEGY?
The team, process, and tactics that fuel customer growth.
WAIT, DO YOU MEAN GTM?
A go-to-market (GTM) strategy
is how a company takes products
& services into a market to
acquire customers, capture
share, and reach revenue goals.
NOPE!
GTMS LOOK LIKE THIS
AND THIS…
…AND THIS.
THERE ARE MANY WAYS TO GTM
BUT (BIG BUT)…
“There are really THREE THINGS that really
matter when running a SaaS business:
1. Acquiring customers
2. Retaining customers
3. Monetizing your customers”
-David Skok
WICKED SMAHT
http://www.forentrepreneurs.com/saas-metrics-2/
DAVID SKOK
General Partner at Matrix Partners
“
SO WHAT IS THE GTM MISSING?
CUSTOMERS!
CONSIDER THESE FACTS
70% of companies say it’s cheaper to 

retain a customer than acquire them.
Increasing customer retention rates by just 5%
increases profits by 25-95%.
80% of your company's revenue will come from
just 20% of your customers.
SO WHY THE ARE WE MARKETING TO STRANGERS?!****
THE GO-TO-CUSTOMER STRATEGY IS THE ANSWER
“In the age of the customer, you will
only be successful if you become
customer-obsessed, so you must plan to
go “to customer,” not “to market.”
VP, B2B Marketing Research
Forrester Research
PETER O’NEILL
“
GET EVERYTHING WE’RE LEARNING ABOUT PRODUCT,
GROWTH, AND CUSTOMER MARKETING IN OUR WEEKLY
NEWSLETTER

IT’S USEFUL; WE PROMISE.
,
,
A go-to-customer (GTC)
strategy is how a company
drives customer usage,
satisfaction, and growth.
WHAT IS THE GO-TO-CUSTOMER STRATEGY?
GTC
SEGMENT ENGAGE
SATISFYGROW
WHO IS RESPONSIBLE FOR THE GTC?
PRODUCT
MARKETING
PRODUCT
MANAGEMENT
CUSTOMER
MARKETING
NEW ROLE?
• Segments customer base
• Sets GTC Strategy
• Launches new products
to customers
• Drives product usage
• Solicits product feedback
• Owns Voice of Customer
• Creates customer-centric
product information
• Showcases customer
success
• Drives cross-sell/upsell
campaigns
ACCOUNT

MANAGEMENT
• Approves GTC Strategy
• Assesses Customer
Satisfaction
• Opts customers in and
out of campaigns
WHAT ARE THE TENENTS OF A GTC?
SEGMENT ENGAGE
SATISFYGROW
#1: Relevance
Segment the customer
base to ensure
conversations are
relevant.
#2: Value
Engage the customer in
their subscription to
drive usage and show
value.
#2: Retention
Assess satisfaction to
ensure customers are
seeing value and intend
to renew.
#4. Monetization
Through effective
upsell/cross-sell
programs, achieve
customer growth.
WHAT ARE THE TACTICS?
SEGMENT
To achieve relevance in all communications, establish customer
segments that need to be addressed uniquely.
PRO SUBSCRIBER
CMO
NON-USER
HIGH TECH
LOW USAGE
LOW SAT
ENT SUBSCRIBER
MARKETING MGR
USER
PUBLISHING
LOW USAGE
NEUTRAL SAT
DEV SUBSCRIBER
DEVELOPER
USER
GAMING
HIGH USAGE
HIGH SAT
WHAT TIER?
WHAT ROLE?
WHAT INDUSTRY?
USER OR NON-USER?
HOW SATISFIED?
LEVEL OF USAGE?
SEGMENT 1 SEGMENT 2 SEGMENT 3
WHAT ARE THE TACTICS?
To create your customer engagement strategy, set goals and
corresponding outreach types and mediums to achieve goals.
DRIVE USAGE
INCREASE SAT
INCREASE SAT
CROSS-SELL
UPSELLSET GOALS
OUTREACH ACTIVATE
SHOW RESULTS
BUILD 

RELATIONSHIP
SHOW RESULTS
SHOW NEW VALUE
PROMOTE 

PRODUCTS
INVITE TO WEBINAR
SHOW FEATURES
OFFER DISCOUNT
ENGAGE
SEGMENT 1 SEGMENT 2 SEGMENT 3
WHAT ARE THE TACTICS?
To improve satisfaction, first you need to set your baseline. Ask
the Net Promoter question, and then re-ask it at every major
event, and track progress.
NET PROMOTER
CUSTOMER LIFECYCLE
ONBOARDING
USING
SUPPORTING
GROWING
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER
NET PROMOTER TIP
Your greatest
insight comes in
the first 90 days
of product usage,
ask once per
month to detect
trends.
SATISFY
WHAT ARE THE TACTICS?
To monetize within your customer base beyond their core
subscription, segment, craft upsell/cross-sell campaign strategies
& priorities, and track performance monthly.
FREE
SUBSCRIPTION TIER
SEGMENT 1
SEGMENT 2
SEGMENT 3
NEW PRODUCTS
DEVELOPER
PROFESSIONAL
ENTERPRISE
ELITE
ADD-ON 1 ADD-ON 2 ADD-ON 3 ADD-ON 4
SEGMENT 4
1
1
2 12
1 2
GROW
HOW TO MEASURE YOUR GTC
Measurement needs to be as granular as the desired outcomes, by segment.
SEGMENT 1 SEGMENT 2 SEGMENT 3 …
GROWTH
RETENTION
SATISFACTION
USAGE
GOAL ACTUAL GOAL ACTUAL GOAL ACTUAL GOAL ACTUAL
AND THEN…
YOU RE A RELATIONSHIP MARKETER
’
AND THEN…
YOU RE SCALING CUSTOMER INTIMACY
’
AND THEN…
’
YOU RE FUELING CUSTOMER GROWTH.
P.S. WANT TO KNOW THE STATE OF GO-TO-
CUSTOMER STRATEGY?

US, TOO!

HELP US BY TAKING THE 5-MINUTE SURVEY
THANKS FOR READING!

GET PRODUCT, GROWTH, AND CUSTOMER
MARKETING TIPS WEEKLY:

GO.DRIFTT.COM/NEWSLETTER

More Related Content

What's hot

Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkLink Cheng
 
Top 15 Sales Generation Techniques (Ecommerce Customer Acquisition)
Top 15 Sales Generation Techniques (Ecommerce Customer Acquisition)Top 15 Sales Generation Techniques (Ecommerce Customer Acquisition)
Top 15 Sales Generation Techniques (Ecommerce Customer Acquisition)Rodolfo Melogli
 
SaaS Lifetime Value (LTV): Calculating and Optimizing
SaaS Lifetime Value (LTV): Calculating and OptimizingSaaS Lifetime Value (LTV): Calculating and Optimizing
SaaS Lifetime Value (LTV): Calculating and OptimizingPrice Intelligently
 
Account Planning Template for Account-Based Marketing
Account Planning Template for Account-Based MarketingAccount Planning Template for Account-Based Marketing
Account Planning Template for Account-Based MarketingChris Louie
 
StartUp Business Marketing & Digital Branding
StartUp Business Marketing & Digital BrandingStartUp Business Marketing & Digital Branding
StartUp Business Marketing & Digital BrandingDevashish Biswas
 
Go to market planning
Go to market planningGo to market planning
Go to market planningMike McCormac
 
The Five Pillar Go-To-Market Strategy
The Five Pillar Go-To-Market StrategyThe Five Pillar Go-To-Market Strategy
The Five Pillar Go-To-Market StrategyStan Monlux
 
Lean Analytics Cycle
Lean Analytics CycleLean Analytics Cycle
Lean Analytics CycleHiten Shah
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2BAmrit Sagar
 
The SaaS Sales Funnel
The SaaS Sales FunnelThe SaaS Sales Funnel
The SaaS Sales FunnelMick Griffin
 
Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...
Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...
Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...Tinuiti
 
Go-To-Market Framework
Go-To-Market FrameworkGo-To-Market Framework
Go-To-Market FrameworkMark Officer
 
Building a B2B Demand Gen Engine
Building a B2B Demand Gen EngineBuilding a B2B Demand Gen Engine
Building a B2B Demand Gen EngineTodd Ebert
 
Cloud customer journey and customer success management
Cloud customer journey and customer success managementCloud customer journey and customer success management
Cloud customer journey and customer success managementOmid Razavi
 
Growth Strategy for B2B Saas - How to Build Your Product Into a Growth-Ready ...
Growth Strategy for B2B Saas - How to Build Your Product Into a Growth-Ready ...Growth Strategy for B2B Saas - How to Build Your Product Into a Growth-Ready ...
Growth Strategy for B2B Saas - How to Build Your Product Into a Growth-Ready ...YuHsuan Chao
 
Mobile App User Acquisition Strategies - Launch & Growth
Mobile App User Acquisition Strategies - Launch & GrowthMobile App User Acquisition Strategies - Launch & Growth
Mobile App User Acquisition Strategies - Launch & GrowthSaptarshi Roy Chaudhury
 
A Long-Term Brand Building Roadmap
A Long-Term Brand Building Roadmap A Long-Term Brand Building Roadmap
A Long-Term Brand Building Roadmap FullSurge
 
Influencer Marketing Strategy PowerPoint Presentation Slides
Influencer Marketing Strategy PowerPoint Presentation Slides Influencer Marketing Strategy PowerPoint Presentation Slides
Influencer Marketing Strategy PowerPoint Presentation Slides SlideTeam
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startupsa16z
 

What's hot (20)

Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement Framework
 
Top 15 Sales Generation Techniques (Ecommerce Customer Acquisition)
Top 15 Sales Generation Techniques (Ecommerce Customer Acquisition)Top 15 Sales Generation Techniques (Ecommerce Customer Acquisition)
Top 15 Sales Generation Techniques (Ecommerce Customer Acquisition)
 
SaaS Lifetime Value (LTV): Calculating and Optimizing
SaaS Lifetime Value (LTV): Calculating and OptimizingSaaS Lifetime Value (LTV): Calculating and Optimizing
SaaS Lifetime Value (LTV): Calculating and Optimizing
 
Account Planning Template for Account-Based Marketing
Account Planning Template for Account-Based MarketingAccount Planning Template for Account-Based Marketing
Account Planning Template for Account-Based Marketing
 
StartUp Business Marketing & Digital Branding
StartUp Business Marketing & Digital BrandingStartUp Business Marketing & Digital Branding
StartUp Business Marketing & Digital Branding
 
Go to market planning
Go to market planningGo to market planning
Go to market planning
 
The Five Pillar Go-To-Market Strategy
The Five Pillar Go-To-Market StrategyThe Five Pillar Go-To-Market Strategy
The Five Pillar Go-To-Market Strategy
 
Lean Analytics Cycle
Lean Analytics CycleLean Analytics Cycle
Lean Analytics Cycle
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2B
 
The SaaS Sales Funnel
The SaaS Sales FunnelThe SaaS Sales Funnel
The SaaS Sales Funnel
 
Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...
Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...
Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...
 
Go-To-Market Framework
Go-To-Market FrameworkGo-To-Market Framework
Go-To-Market Framework
 
Data Driven Marketing
Data Driven MarketingData Driven Marketing
Data Driven Marketing
 
Building a B2B Demand Gen Engine
Building a B2B Demand Gen EngineBuilding a B2B Demand Gen Engine
Building a B2B Demand Gen Engine
 
Cloud customer journey and customer success management
Cloud customer journey and customer success managementCloud customer journey and customer success management
Cloud customer journey and customer success management
 
Growth Strategy for B2B Saas - How to Build Your Product Into a Growth-Ready ...
Growth Strategy for B2B Saas - How to Build Your Product Into a Growth-Ready ...Growth Strategy for B2B Saas - How to Build Your Product Into a Growth-Ready ...
Growth Strategy for B2B Saas - How to Build Your Product Into a Growth-Ready ...
 
Mobile App User Acquisition Strategies - Launch & Growth
Mobile App User Acquisition Strategies - Launch & GrowthMobile App User Acquisition Strategies - Launch & Growth
Mobile App User Acquisition Strategies - Launch & Growth
 
A Long-Term Brand Building Roadmap
A Long-Term Brand Building Roadmap A Long-Term Brand Building Roadmap
A Long-Term Brand Building Roadmap
 
Influencer Marketing Strategy PowerPoint Presentation Slides
Influencer Marketing Strategy PowerPoint Presentation Slides Influencer Marketing Strategy PowerPoint Presentation Slides
Influencer Marketing Strategy PowerPoint Presentation Slides
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startups
 

Similar to What Is A Go-To-Customer Strategy?

Scale and Precision for an ABM Strategy
Scale and Precision for an ABM StrategyScale and Precision for an ABM Strategy
Scale and Precision for an ABM StrategyDemandbase
 
Revenue Metrics for the Revenue Marketer
Revenue Metrics for the Revenue MarketerRevenue Metrics for the Revenue Marketer
Revenue Metrics for the Revenue Marketeredynamic
 
Sales and Marketing Alignment: How to Accelerate Revenue Growth
Sales and Marketing Alignment: How to Accelerate Revenue GrowthSales and Marketing Alignment: How to Accelerate Revenue Growth
Sales and Marketing Alignment: How to Accelerate Revenue GrowthBrainSell Technologies
 
Jessica Fewless: ABM Road Warrior: Lessons Learned from over 100 Customer Mee...
Jessica Fewless: ABM Road Warrior: Lessons Learned from over 100 Customer Mee...Jessica Fewless: ABM Road Warrior: Lessons Learned from over 100 Customer Mee...
Jessica Fewless: ABM Road Warrior: Lessons Learned from over 100 Customer Mee...Demandbase
 
High Performance ABM Best Practices Report
High Performance ABM Best Practices ReportHigh Performance ABM Best Practices Report
High Performance ABM Best Practices ReportDemand Metric
 
Grow and scale customer acquisition (and retention)
Grow and scale customer acquisition (and retention)Grow and scale customer acquisition (and retention)
Grow and scale customer acquisition (and retention)Gary Corcoran
 
Times Are a-Changin’: Agencies and the New ABM Ecosystem
Times Are a-Changin’: Agencies and the New ABM EcosystemTimes Are a-Changin’: Agencies and the New ABM Ecosystem
Times Are a-Changin’: Agencies and the New ABM EcosystemDemandbase
 
S2M-group Corporate All-in-one Infographic
S2M-group Corporate All-in-one InfographicS2M-group Corporate All-in-one Infographic
S2M-group Corporate All-in-one InfographicS2M-group
 
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
 
ABM Master Class: Audience Strategy
ABM Master Class: Audience StrategyABM Master Class: Audience Strategy
ABM Master Class: Audience StrategyDemandbase
 
Marketing Impact Talks - Leveraging Attribution for Better Results
Marketing Impact Talks - Leveraging Attribution for Better ResultsMarketing Impact Talks - Leveraging Attribution for Better Results
Marketing Impact Talks - Leveraging Attribution for Better ResultsPerkuto
 
Expert ABM: Selling the Value of ABM in Your Organization
Expert ABM: Selling the Value of ABM in Your OrganizationExpert ABM: Selling the Value of ABM in Your Organization
Expert ABM: Selling the Value of ABM in Your OrganizationDemandbase
 
What is a Sales Campaign
What is a Sales CampaignWhat is a Sales Campaign
What is a Sales CampaignGivers
 
ABM Analytics Super Bowl 4: Up Your Game: Activating Your ABM Content to Meas...
ABM Analytics Super Bowl 4: Up Your Game: Activating Your ABM Content to Meas...ABM Analytics Super Bowl 4: Up Your Game: Activating Your ABM Content to Meas...
ABM Analytics Super Bowl 4: Up Your Game: Activating Your ABM Content to Meas...Engagio
 
Mesurez votre efficacité commerciale et marketing tout au long de votre parco...
Mesurez votre efficacité commerciale et marketing tout au long de votre parco...Mesurez votre efficacité commerciale et marketing tout au long de votre parco...
Mesurez votre efficacité commerciale et marketing tout au long de votre parco...Nathalie Biernacki Ferguson
 
Why You Need to Speak the Language of Marketing Performance
Why You Need to Speak the Language of Marketing PerformanceWhy You Need to Speak the Language of Marketing Performance
Why You Need to Speak the Language of Marketing PerformanceOrigami Logic
 
Step by Step Guide to Revenue Growth
Step by Step Guide to Revenue GrowthStep by Step Guide to Revenue Growth
Step by Step Guide to Revenue Growthsaastr
 
Business Beat Event: Minds & More - 28/05/2013
Business Beat Event: Minds & More - 28/05/2013Business Beat Event: Minds & More - 28/05/2013
Business Beat Event: Minds & More - 28/05/2013Infront NV
 
130528 bb minds_more
130528 bb minds_more130528 bb minds_more
130528 bb minds_moreInfront NV
 
Edison Partners 2018 Growth Index
Edison Partners 2018 Growth IndexEdison Partners 2018 Growth Index
Edison Partners 2018 Growth IndexKelly Ford Buckley
 

Similar to What Is A Go-To-Customer Strategy? (20)

Scale and Precision for an ABM Strategy
Scale and Precision for an ABM StrategyScale and Precision for an ABM Strategy
Scale and Precision for an ABM Strategy
 
Revenue Metrics for the Revenue Marketer
Revenue Metrics for the Revenue MarketerRevenue Metrics for the Revenue Marketer
Revenue Metrics for the Revenue Marketer
 
Sales and Marketing Alignment: How to Accelerate Revenue Growth
Sales and Marketing Alignment: How to Accelerate Revenue GrowthSales and Marketing Alignment: How to Accelerate Revenue Growth
Sales and Marketing Alignment: How to Accelerate Revenue Growth
 
Jessica Fewless: ABM Road Warrior: Lessons Learned from over 100 Customer Mee...
Jessica Fewless: ABM Road Warrior: Lessons Learned from over 100 Customer Mee...Jessica Fewless: ABM Road Warrior: Lessons Learned from over 100 Customer Mee...
Jessica Fewless: ABM Road Warrior: Lessons Learned from over 100 Customer Mee...
 
High Performance ABM Best Practices Report
High Performance ABM Best Practices ReportHigh Performance ABM Best Practices Report
High Performance ABM Best Practices Report
 
Grow and scale customer acquisition (and retention)
Grow and scale customer acquisition (and retention)Grow and scale customer acquisition (and retention)
Grow and scale customer acquisition (and retention)
 
Times Are a-Changin’: Agencies and the New ABM Ecosystem
Times Are a-Changin’: Agencies and the New ABM EcosystemTimes Are a-Changin’: Agencies and the New ABM Ecosystem
Times Are a-Changin’: Agencies and the New ABM Ecosystem
 
S2M-group Corporate All-in-one Infographic
S2M-group Corporate All-in-one InfographicS2M-group Corporate All-in-one Infographic
S2M-group Corporate All-in-one Infographic
 
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
 
ABM Master Class: Audience Strategy
ABM Master Class: Audience StrategyABM Master Class: Audience Strategy
ABM Master Class: Audience Strategy
 
Marketing Impact Talks - Leveraging Attribution for Better Results
Marketing Impact Talks - Leveraging Attribution for Better ResultsMarketing Impact Talks - Leveraging Attribution for Better Results
Marketing Impact Talks - Leveraging Attribution for Better Results
 
Expert ABM: Selling the Value of ABM in Your Organization
Expert ABM: Selling the Value of ABM in Your OrganizationExpert ABM: Selling the Value of ABM in Your Organization
Expert ABM: Selling the Value of ABM in Your Organization
 
What is a Sales Campaign
What is a Sales CampaignWhat is a Sales Campaign
What is a Sales Campaign
 
ABM Analytics Super Bowl 4: Up Your Game: Activating Your ABM Content to Meas...
ABM Analytics Super Bowl 4: Up Your Game: Activating Your ABM Content to Meas...ABM Analytics Super Bowl 4: Up Your Game: Activating Your ABM Content to Meas...
ABM Analytics Super Bowl 4: Up Your Game: Activating Your ABM Content to Meas...
 
Mesurez votre efficacité commerciale et marketing tout au long de votre parco...
Mesurez votre efficacité commerciale et marketing tout au long de votre parco...Mesurez votre efficacité commerciale et marketing tout au long de votre parco...
Mesurez votre efficacité commerciale et marketing tout au long de votre parco...
 
Why You Need to Speak the Language of Marketing Performance
Why You Need to Speak the Language of Marketing PerformanceWhy You Need to Speak the Language of Marketing Performance
Why You Need to Speak the Language of Marketing Performance
 
Step by Step Guide to Revenue Growth
Step by Step Guide to Revenue GrowthStep by Step Guide to Revenue Growth
Step by Step Guide to Revenue Growth
 
Business Beat Event: Minds & More - 28/05/2013
Business Beat Event: Minds & More - 28/05/2013Business Beat Event: Minds & More - 28/05/2013
Business Beat Event: Minds & More - 28/05/2013
 
130528 bb minds_more
130528 bb minds_more130528 bb minds_more
130528 bb minds_more
 
Edison Partners 2018 Growth Index
Edison Partners 2018 Growth IndexEdison Partners 2018 Growth Index
Edison Partners 2018 Growth Index
 

More from Drift

What is Product Marketing
What is Product MarketingWhat is Product Marketing
What is Product MarketingDrift
 
Customer-Driven Sales & Marketing
Customer-Driven Sales & MarketingCustomer-Driven Sales & Marketing
Customer-Driven Sales & MarketingDrift
 
What is ABM
What is ABMWhat is ABM
What is ABMDrift
 
State of Conversational Marketing 2019 [Free Report]
State of Conversational Marketing 2019 [Free Report]State of Conversational Marketing 2019 [Free Report]
State of Conversational Marketing 2019 [Free Report]Drift
 
Introducing Drift Sequences: Sales Email Built to Drive Conversations, Not Spam
Introducing Drift Sequences: Sales Email Built to Drive Conversations, Not SpamIntroducing Drift Sequences: Sales Email Built to Drive Conversations, Not Spam
Introducing Drift Sequences: Sales Email Built to Drive Conversations, Not SpamDrift
 
Introducing the Drift Platform
Introducing the Drift PlatformIntroducing the Drift Platform
Introducing the Drift PlatformDrift
 
The 3 Secrets Behind Zoom’s Triple-Digit Growth
The 3 Secrets Behind Zoom’s Triple-Digit GrowthThe 3 Secrets Behind Zoom’s Triple-Digit Growth
The 3 Secrets Behind Zoom’s Triple-Digit GrowthDrift
 
Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”
Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”
Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”Drift
 
State of Conversational Marketing 2017
State of Conversational Marketing 2017State of Conversational Marketing 2017
State of Conversational Marketing 2017Drift
 
My 3 Biggest Discoveries of the Past 20 Years
My 3 Biggest Discoveries of the Past 20 YearsMy 3 Biggest Discoveries of the Past 20 Years
My 3 Biggest Discoveries of the Past 20 YearsDrift
 
How to Make the Switch to Conversation-Driven Sales
How to Make the Switch to Conversation-Driven SalesHow to Make the Switch to Conversation-Driven Sales
How to Make the Switch to Conversation-Driven SalesDrift
 
What Is Conversational Marketing?
What Is Conversational Marketing?What Is Conversational Marketing?
What Is Conversational Marketing?Drift
 
The 3 Stages of Hypergrowth
The 3 Stages of HypergrowthThe 3 Stages of Hypergrowth
The 3 Stages of HypergrowthDrift
 
The Truth About Lead Capture Forms
The Truth About Lead Capture FormsThe Truth About Lead Capture Forms
The Truth About Lead Capture FormsDrift
 
The Drift Real-Time Selling™ Methodology
The Drift Real-Time Selling™ MethodologyThe Drift Real-Time Selling™ Methodology
The Drift Real-Time Selling™ MethodologyDrift
 
The Next Wave in Sales & Marketing
The Next Wave in Sales & MarketingThe Next Wave in Sales & Marketing
The Next Wave in Sales & MarketingDrift
 
The Drift Brand Book
The Drift Brand BookThe Drift Brand Book
The Drift Brand BookDrift
 
3 Things Every Sales Team Needs to Be Thinking About in 2017
3 Things Every Sales Team Needs to Be Thinking About in 20173 Things Every Sales Team Needs to Be Thinking About in 2017
3 Things Every Sales Team Needs to Be Thinking About in 2017Drift
 
HYPERGROWTH by David Cancel
HYPERGROWTH by David CancelHYPERGROWTH by David Cancel
HYPERGROWTH by David CancelDrift
 
Why Half of You Will Go Out of Business
Why Half of You Will Go Out of BusinessWhy Half of You Will Go Out of Business
Why Half of You Will Go Out of BusinessDrift
 

More from Drift (20)

What is Product Marketing
What is Product MarketingWhat is Product Marketing
What is Product Marketing
 
Customer-Driven Sales & Marketing
Customer-Driven Sales & MarketingCustomer-Driven Sales & Marketing
Customer-Driven Sales & Marketing
 
What is ABM
What is ABMWhat is ABM
What is ABM
 
State of Conversational Marketing 2019 [Free Report]
State of Conversational Marketing 2019 [Free Report]State of Conversational Marketing 2019 [Free Report]
State of Conversational Marketing 2019 [Free Report]
 
Introducing Drift Sequences: Sales Email Built to Drive Conversations, Not Spam
Introducing Drift Sequences: Sales Email Built to Drive Conversations, Not SpamIntroducing Drift Sequences: Sales Email Built to Drive Conversations, Not Spam
Introducing Drift Sequences: Sales Email Built to Drive Conversations, Not Spam
 
Introducing the Drift Platform
Introducing the Drift PlatformIntroducing the Drift Platform
Introducing the Drift Platform
 
The 3 Secrets Behind Zoom’s Triple-Digit Growth
The 3 Secrets Behind Zoom’s Triple-Digit GrowthThe 3 Secrets Behind Zoom’s Triple-Digit Growth
The 3 Secrets Behind Zoom’s Triple-Digit Growth
 
Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”
Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”
Here’s The Deck Andy Raskin Called “The Greatest Sales Pitch I’ve Seen All Year”
 
State of Conversational Marketing 2017
State of Conversational Marketing 2017State of Conversational Marketing 2017
State of Conversational Marketing 2017
 
My 3 Biggest Discoveries of the Past 20 Years
My 3 Biggest Discoveries of the Past 20 YearsMy 3 Biggest Discoveries of the Past 20 Years
My 3 Biggest Discoveries of the Past 20 Years
 
How to Make the Switch to Conversation-Driven Sales
How to Make the Switch to Conversation-Driven SalesHow to Make the Switch to Conversation-Driven Sales
How to Make the Switch to Conversation-Driven Sales
 
What Is Conversational Marketing?
What Is Conversational Marketing?What Is Conversational Marketing?
What Is Conversational Marketing?
 
The 3 Stages of Hypergrowth
The 3 Stages of HypergrowthThe 3 Stages of Hypergrowth
The 3 Stages of Hypergrowth
 
The Truth About Lead Capture Forms
The Truth About Lead Capture FormsThe Truth About Lead Capture Forms
The Truth About Lead Capture Forms
 
The Drift Real-Time Selling™ Methodology
The Drift Real-Time Selling™ MethodologyThe Drift Real-Time Selling™ Methodology
The Drift Real-Time Selling™ Methodology
 
The Next Wave in Sales & Marketing
The Next Wave in Sales & MarketingThe Next Wave in Sales & Marketing
The Next Wave in Sales & Marketing
 
The Drift Brand Book
The Drift Brand BookThe Drift Brand Book
The Drift Brand Book
 
3 Things Every Sales Team Needs to Be Thinking About in 2017
3 Things Every Sales Team Needs to Be Thinking About in 20173 Things Every Sales Team Needs to Be Thinking About in 2017
3 Things Every Sales Team Needs to Be Thinking About in 2017
 
HYPERGROWTH by David Cancel
HYPERGROWTH by David CancelHYPERGROWTH by David Cancel
HYPERGROWTH by David Cancel
 
Why Half of You Will Go Out of Business
Why Half of You Will Go Out of BusinessWhy Half of You Will Go Out of Business
Why Half of You Will Go Out of Business
 

Recently uploaded

Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakEsteller
 
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024rabboniseo
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...Social Samosa
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfkrisantecsolutions
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
Llanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyLlanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyMarianna Nakou
 
Lesotho-Botswana Water Project Brand Manual developed with new logo
Lesotho-Botswana Water Project Brand Manual developed with  new logoLesotho-Botswana Water Project Brand Manual developed with  new logo
Lesotho-Botswana Water Project Brand Manual developed with new logonelaohaimbodi
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxSahil Srivastava
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfMedia Logic
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Associazione Digital Days
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23Social Samosa
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Nugget Global
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxjeromecuyos1
 
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckDave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckOban International
 
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Valters Lauzums
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBalmerLawrie
 
The Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfThe Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfFinance Advertising Network
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaEsteller
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialistsmlicam615
 
HAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewHAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewEsteller
 

Recently uploaded (20)

Catálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa HydrapakCatálogo HYD 2024 gama completa Hydrapak
Catálogo HYD 2024 gama completa Hydrapak
 
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
Welcome to the Future: New Digital Marketing Trends Shaking Up 2024
 
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
TAM Sports-IPL 17 Advertising Report- M01 - M15.xlsx - IPL 17 FCT (Commercial...
 
Krisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdfKrisantec Digital Marketing Services.pdf
Krisantec Digital Marketing Services.pdf
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
Llanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation StrategyLlanai Buyer Persona & Segmentation Strategy
Llanai Buyer Persona & Segmentation Strategy
 
Lesotho-Botswana Water Project Brand Manual developed with new logo
Lesotho-Botswana Water Project Brand Manual developed with  new logoLesotho-Botswana Water Project Brand Manual developed with  new logo
Lesotho-Botswana Water Project Brand Manual developed with new logo
 
Professional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptxProfessional Sales Representative by Sahil Srivastava.pptx
Professional Sales Representative by Sahil Srivastava.pptx
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdf
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
 
TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23TAM Sports IPL 17 Advertising Report- M01 - M23
TAM Sports IPL 17 Advertising Report- M01 - M23
 
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
Make Your Message Go Viral with Nugget Global's Press Release Distribution Se...
 
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptxv100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
v100 20-Year HyperMarketing Plan by Jerome Cuyos.pptx
 
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO DeckDave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
Dave Cousin TW-BERT Good for Users, Good for SEOsBrighton SEO Deck
 
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
Social Media Content Lecture for Advanced Digital & Social Media Strategy at ...
 
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational GazzettBLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
BLOG ISSUE 45_January 2024 - Balmer Lawrie Organisational Gazzett
 
The Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdfThe Ultimate Guide to Financial Advertising Strategies.pdf
The Ultimate Guide to Financial Advertising Strategies.pdf
 
Catálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compeltaCatálogo Sea To Summit 2024 gama compelta
Catálogo Sea To Summit 2024 gama compelta
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists
 
HAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_PreviewHAGAN_Katalog_Saison23-24_Overview_Preview
HAGAN_Katalog_Saison23-24_Overview_Preview
 

What Is A Go-To-Customer Strategy?

  • 1. WHAT IS A GO-TO-CUSTOMER STRATEGY? The team, process, and tactics that fuel customer growth.
  • 2. WAIT, DO YOU MEAN GTM? A go-to-market (GTM) strategy is how a company takes products & services into a market to acquire customers, capture share, and reach revenue goals. NOPE!
  • 6. THERE ARE MANY WAYS TO GTM
  • 7. BUT (BIG BUT)… “There are really THREE THINGS that really matter when running a SaaS business: 1. Acquiring customers 2. Retaining customers 3. Monetizing your customers” -David Skok WICKED SMAHT http://www.forentrepreneurs.com/saas-metrics-2/ DAVID SKOK General Partner at Matrix Partners “
  • 8. SO WHAT IS THE GTM MISSING? CUSTOMERS!
  • 9. CONSIDER THESE FACTS 70% of companies say it’s cheaper to 
 retain a customer than acquire them. Increasing customer retention rates by just 5% increases profits by 25-95%. 80% of your company's revenue will come from just 20% of your customers.
  • 10. SO WHY THE ARE WE MARKETING TO STRANGERS?!****
  • 11. THE GO-TO-CUSTOMER STRATEGY IS THE ANSWER “In the age of the customer, you will only be successful if you become customer-obsessed, so you must plan to go “to customer,” not “to market.” VP, B2B Marketing Research Forrester Research PETER O’NEILL “
  • 12. GET EVERYTHING WE’RE LEARNING ABOUT PRODUCT, GROWTH, AND CUSTOMER MARKETING IN OUR WEEKLY NEWSLETTER IT’S USEFUL; WE PROMISE. , ,
  • 13. A go-to-customer (GTC) strategy is how a company drives customer usage, satisfaction, and growth. WHAT IS THE GO-TO-CUSTOMER STRATEGY? GTC SEGMENT ENGAGE SATISFYGROW
  • 14. WHO IS RESPONSIBLE FOR THE GTC? PRODUCT MARKETING PRODUCT MANAGEMENT CUSTOMER MARKETING NEW ROLE? • Segments customer base • Sets GTC Strategy • Launches new products to customers • Drives product usage • Solicits product feedback • Owns Voice of Customer • Creates customer-centric product information • Showcases customer success • Drives cross-sell/upsell campaigns ACCOUNT MANAGEMENT • Approves GTC Strategy • Assesses Customer Satisfaction • Opts customers in and out of campaigns
  • 15. WHAT ARE THE TENENTS OF A GTC? SEGMENT ENGAGE SATISFYGROW #1: Relevance Segment the customer base to ensure conversations are relevant. #2: Value Engage the customer in their subscription to drive usage and show value. #2: Retention Assess satisfaction to ensure customers are seeing value and intend to renew. #4. Monetization Through effective upsell/cross-sell programs, achieve customer growth.
  • 16. WHAT ARE THE TACTICS? SEGMENT To achieve relevance in all communications, establish customer segments that need to be addressed uniquely. PRO SUBSCRIBER CMO NON-USER HIGH TECH LOW USAGE LOW SAT ENT SUBSCRIBER MARKETING MGR USER PUBLISHING LOW USAGE NEUTRAL SAT DEV SUBSCRIBER DEVELOPER USER GAMING HIGH USAGE HIGH SAT WHAT TIER? WHAT ROLE? WHAT INDUSTRY? USER OR NON-USER? HOW SATISFIED? LEVEL OF USAGE? SEGMENT 1 SEGMENT 2 SEGMENT 3
  • 17. WHAT ARE THE TACTICS? To create your customer engagement strategy, set goals and corresponding outreach types and mediums to achieve goals. DRIVE USAGE INCREASE SAT INCREASE SAT CROSS-SELL UPSELLSET GOALS OUTREACH ACTIVATE SHOW RESULTS BUILD 
 RELATIONSHIP SHOW RESULTS SHOW NEW VALUE PROMOTE 
 PRODUCTS INVITE TO WEBINAR SHOW FEATURES OFFER DISCOUNT ENGAGE SEGMENT 1 SEGMENT 2 SEGMENT 3
  • 18. WHAT ARE THE TACTICS? To improve satisfaction, first you need to set your baseline. Ask the Net Promoter question, and then re-ask it at every major event, and track progress. NET PROMOTER CUSTOMER LIFECYCLE ONBOARDING USING SUPPORTING GROWING NET PROMOTER NET PROMOTER NET PROMOTER NET PROMOTER NET PROMOTER NET PROMOTER NET PROMOTER NET PROMOTER TIP Your greatest insight comes in the first 90 days of product usage, ask once per month to detect trends. SATISFY
  • 19. WHAT ARE THE TACTICS? To monetize within your customer base beyond their core subscription, segment, craft upsell/cross-sell campaign strategies & priorities, and track performance monthly. FREE SUBSCRIPTION TIER SEGMENT 1 SEGMENT 2 SEGMENT 3 NEW PRODUCTS DEVELOPER PROFESSIONAL ENTERPRISE ELITE ADD-ON 1 ADD-ON 2 ADD-ON 3 ADD-ON 4 SEGMENT 4 1 1 2 12 1 2 GROW
  • 20. HOW TO MEASURE YOUR GTC Measurement needs to be as granular as the desired outcomes, by segment. SEGMENT 1 SEGMENT 2 SEGMENT 3 … GROWTH RETENTION SATISFACTION USAGE GOAL ACTUAL GOAL ACTUAL GOAL ACTUAL GOAL ACTUAL
  • 21. AND THEN… YOU RE A RELATIONSHIP MARKETER ’
  • 22. AND THEN… YOU RE SCALING CUSTOMER INTIMACY ’
  • 23. AND THEN… ’ YOU RE FUELING CUSTOMER GROWTH.
  • 24. P.S. WANT TO KNOW THE STATE OF GO-TO- CUSTOMER STRATEGY? US, TOO! HELP US BY TAKING THE 5-MINUTE SURVEY
  • 25. THANKS FOR READING! GET PRODUCT, GROWTH, AND CUSTOMER MARKETING TIPS WEEKLY: GO.DRIFTT.COM/NEWSLETTER