A winning go-to-market strategy provides direction and metrics that help all revenue departments stay aligned on customer acquisition (and retention!) goals.
Steven Bryerton, SVP of sales at ZoomInfo, took the Unleash 2021 audience on a deep dive of his team’s GTM strategy from a new sales perspective. He highlighted all the ways they use data to optimize every step of the customer's journey.
Let's dive into a short recap of how ZoomInfo captures more than 10,000 leads a month.
Tip 1: Lean on data every step of the way
Almost everything you do in sales depends on the data that flows through each task, automation, or tool.
For example, you can’t determine your attendance for booked demos without a way to measure it. If you have a 25 percent attendee drop-off rate but no way of seeing that information, then you won’t know how to engage your prospects better.
Leveraging advanced metrics like buyer sentiment can help you understand a prospect's emotional response to your emails and appropriately meet their needs. Teams leaning on data know they need to place their no-shows in an automated sequence, so their sales reps can follow up consistently.
To create sustainable and scalable growth without rebuilding your processes, strategy, or team structure, you must have your data in order first. Steven's team leans on internal data points, while also closely monitoring market conditions and buyer behavior changes that could impact their revenue goals.
Tip 2: Frame and optimize the buyer experience
A positive experience with your brand means a buyer will keep coming back for more — which is why it's important to track data about prospects and customers. After all, it is easier to retain your existing customers than to chase new ones.
You want to measure every step of the customer journey, from interactions with your AE to onboarding, scheduling, and post-training. You’ll also want to have a clear view of a customer's health at any time to ensure they are satisfied, as well as to identify opportunities for upsells.
With customers, you want to lean on data such as health score and monthly activity usage. From here, you can predict their likelihood of renewal, which will help your reps decide where to focus their time and efforts.
Top-performing teams like Steven’s at ZoomInfo constantly ask questions like:
- How can we optimize the customer experience?
- Do we have the proper infrastructure?
- Do we need additional tools or technology?
- Do we need to create new processes?
- Do we need more people to determine how we can continue to improve?
Tip 3: Scale using the right tech and tools
In the remote sales world, you need modern technology to go to market at scale.
For Steven's team, market intelligence is the single most important element to building a world-class go-to-market strategy. Deeply understanding their customers, competition, and industry helps paint the overall picture of the target market and customers.
A standard foundational tech stack for a go-to-market team might include a CRM, a sales engagement platform, a data management tool, and analytics software.
For teams relying on cold email, sales engagement platforms are essential to analyzing which email sequences are performing well (or not so well) and when and if a prospect had a bad experience.
With this data, reps can optimize future actions, and sales leaders get insight into rep performance and coaching opportunities.
For go-to-market teams targeting enterprise accounts, it’s even more critical to have the right tech stack.
Time to Build Your Own World-Class GTM strategy
The major takeaway we learned from Steven's team is that the best strategies all revolve around data.
Data is the most critical element at every step of the customer journey. It is the biggest difference between a standard GTM strategy and an extraordinary one.
Looking for more ideas on how to construct a modern GTM strategy? We've got you covered: Check out this infographic.
3 Lessons for Reinventing Your GTM Strategy