When companies are scaling their go-to-market (GTM) motion, they often underestimate the components that are needed to successfully execute the strategy. I’ve heard everything from “the team just needs training” to “we just need qualified leads” to “we need to change the comp plan.” The reality is that it’s not one thing, but a combination of things, that creates an effective GTM system.
In my last blog post, I talked about the importance of building a Bottoms Up Model to develop a realistic plan. Once you have that plan, you need a system to implement and operationalize it. My husband is a builder and it’s a similar process. He relies on the architect to give him the plan, but he has to have a team with an effective system to ensure that the house gets built both on time and with amazing quality. He doesn’t look at the list of components needed and think “As long as they have electricity, who needs plumbing?”.
The same reasoning applies to building your GTM system. You can’t pick and choose which components you want — you need all the components to ensure you can deliver your plan. For example, it’s hard to define your playbook or demand generation strategy if you haven’t defined your customer and buyer journey. It’s hard to hire the right profile of a salesperson if you haven’t modeled a plan and also defined your customer to inform the level of experience you need.
I developed this checklist when I was consulting to help early stage founders understand what it takes to hit the revenue plan. Think of your GTM Scaling Checklist as the blueprint that drives the outcome of your Bottoms Up Model (revenue). Your inputs are the number of people and prospects according to your plan. From there, both your sales team and the customer need process and support to generate the outputs, which are the activities that lead to a revenue forecast that converts to real revenue.
The system we use at Stage 2 Capital helps companies develop the components they need to fully operationalize go-to-market, along with the deliverables needed for each component.
This checklist helps you evaluate your current system and identify areas for improvement.
I also recommend having a third party that has GTM experience assess your system. It’s hard to be objective when it’s your baby, so having someone with fresh eyes to provide feedback on opportunities to improve is super valuable.
The great news is that evaluating your system now will help you make improvements that will really pay off in the next year. Stay tuned for our GTM playbook coming soon, and you can download your own version of our Go-To-Market Scaling Checklist here!