Evaluating GTM Strategies for Growth

by Jason Ogden | Feb 13, 2024

Q1 of a new year means go-to-market (GTM) strategies are finalized, budgets are set and work is underway. As we evaluate our strategies for growth in 2024, we think about what’s working and how can we best spend our marketing capital. I’d like to offer two more things to consider for this year’s plans and how they can affect both 2024 and future results. 

1. Are you adapting?

Consider any go-to-market strategy that you’re currently investing in that has generated results in the past. Have you thought through how it’s changed? And as a result, how should you invest and what to expect from your investments? Prior to 2020, events were the lifeblood of new business for B2B companies. From 2021 through 2022, events became virtual and some companies did extremely well with this go-to-market motion. Starting in 2023, in-person events came back with a roar, but they weren’t the same. They are oftentimes experiential if not outright entertaining, and production value has greatly increased. This comes through things like high-end paid entertainers and destination events at very non-traditional venues. This also includes events specifically for clients only, which serves as an opportunity for face time and the introduction of new product offerings. People’s willingness to travel for an event that is at the hotel by the airport has fallen way off.

2. Risk aversion

When you evaluate your percentage of spend across inbound, outbound, partner-led and events, also evaluate your percentage of results from each. As you either move into a new area or increase spend in a new area, think about it as growth, but also think about how new investments can change your risk profile. How can you hedge against change or downturn in other areas by having a diverse source of new business?

I hope these two angles help enrich your GTM planning and performance and give you more and better opportunities to invest your marketing capital in the future.