Had some interesting conversations in the past few weeks with a few GTM leaders. Different companies, different conversations, different needs but all were struggling with setting up marketing for success, the role of marketing, how to structure the team, what OKRs to set and what talent is needed.
What I love about marketing is in amongst all the shiny new things (RIP Second Life, SlideShare, Sribd, Twitter, Clubhouse. Hello AI!), the basics never change. All roads always lead to the need to define the Ideal Customer Profile and, more importantly, agree this across all the GTM functions.
With the ICP in place and the business OKRs mapped out, only then can we start to think about the marketing strategies and tactics. Digital? Events? ABM? Field marketing? Partner Marketing? SDR/BDRs etc. (I know, if only life were that simple).
Always, always get the fundamentals right first!
On a separate, but related, note I did a little sketch in thinking this through to myself, took a photo and asked ChatGPT to provide a clearer, more professional graphic. I think we’ll all agree AI hashtag#NailedIt 🤣
AI: 10x the content, 1/10 the meaning (Source : Jeff Allen)