107: Gary Schwartz – Building Go-to-Market Teams

So often when businesses fail to meet their revenue targets, the CEO asks leadership what happened. The finger pointing starts. "Marketing isn't giving us enough leads!" "Sales isn't closing the leads we give them!"

It doesn't have to be this way. As a B2B sales and marketing leader, I have built aligned GTM teams that focus on outcome-driven goals - opportunities and pipeline - and I structure organizations and workflows to remove the silos and encourage collaboration and cooperation throughout the lead to pipeline to closed-won business.

I've seen the dysfunction from both the marketing and sales sides. I've seen the silos. I founded What Great Looks Like to bring greatness to your business.

Call me when you want a thorough assessment of your GTM function, covering product marketing, demand generation, brand, customer marketing, marketing operations, and organizational structure. When you want to scale your business and align your teams to win!

Gary's Glossary of Acronyms:
• OKR - Objectives and Key Results (impactful, outcome-driven metrics that deliver business results)
• KPI - Key Performance Indicators (often thought of as key leading indicators as to whether OKRs will be met)
• SDR - sales development representative
• BDR - business development representative (however they're named, people in these roles are responsible for creating qualified opportunities that result in a pipeline for the business.)
• AE - account executive (the salesperson responsible for running with and closing opportunities)
• MQL - Marketing qualified lead (this is a KPI that indicates a person's engagement with marketing content or activities. Often confused with a person who's ready to buy.)
• SQL - Sales qualified lead (this is a person who has been qualified by a BDR to be in market and potentially ready to buy, pending further qualification in an IQM).
• IQM - initial qualifying meeting (a meeting set by a BDR, including the AE and the prospective customer. This is where the AE decides that there's a qualified opportunity to enter into the CRM system)
• CRM - customer relationship management (this is software that allows companies to track prospective and existing customers and all of the interactions with those companies and people at those companies)

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