As organisations scale, one of the most common challenges is the misalignment between the different go-to-market teams, comprised of your marketing, sales, and customer success teams. This often leads to siloed working and a lack of communication and collaboration among these groups.
This can impact the organisation’s ability to GTM effectively, as each team works in their own silo and does not share information or best practices. To overcome this challenge, it is essential to create a clear GTM strategy that everyone is aware of and working towards.
This will ensure that each team knows what the other teams are doing and how they can help contribute to the organisation’s success.
Additionally, it is vital to establish clear KPIs for each team and regular review meetings to ensure everyone is on track. By aligning the go-to-market teams and establishing clear communication channels, organisations can overcome the challenges of scaling their business.
What is a silo, and why should you care?
A silo is defined as “a structure within an organisation consisting of people who are isolated from the rest of the organisation.” In other words, it’s a group of people within a company who don’t communicate with or collaborate with others in the company.
Silos can form in any type of organisation, but they’re prevalent in large companies with multiple departments. For example, you might have a sales team, a marketing team, and a customer success team. Each team has its own goals and objectives, which may not always align with those of the other teams, even though they are interlinked.
The problem with silos is that they can lead to inefficiencies and duplicate work from the lack of communication. When teams work in silos, they’re not sharing information or best practices, which can effectively impact the organisation’s ability to grow revenue and deliver a great customer experience.
The impacts of misaligned go-to-market teams
When go-to-market teams are misaligned, it can have a ripple effect throughout the organisation and lead to inefficient revenue operations. This can result in lost revenue opportunities, higher customer churn rates, and difficulty scaling the business.
To be successful, go-to-market teams need to be aligned with the organisation’s overall strategy. They must clearly understand the products and services they sell, the target market, and the desired outcomes.
Some of the potential issues that can arise from misalignment are:
- Poor quality leads due to the lack of feedback loops between teams
- Reduced revenue from customers falling out of the sales cycle
- Churn due to poor customer experience and handover
- Lack of clear messaging to customers because teams do not communicate the same value proposition
When you have separate business units all talking to the client, it leads to inconsistency and inefficiencies. Therefore, it is essential that organisations take the time to align their go-to-market teams.
How to align the go-to-market teams
Successfully onboarding new customers is essential for any business looking to retain and grow its customer base. A great onboarding experience can help new customers feel welcome and motivated to continue doing business with a company, while a poor experience can lead to frustration and churn.
For this reason, sales and customer success teams must work in partnership to ensure that new customers have the best possible experience. Clear communication and handover between the two teams are essential to avoid gaps in service or mismatched expectations.
By working together, both teams can help create a great onboarding experience for new customers and identify opportunities for further growth through cross-selling and upselling.
Establishing clear KPIs and communication channels
Establishing clear KPIs (Key Performance Indicators) and communication channels in any organisation is essential. Doing so allows leadership to effectively track progress towards goals, identify issues early on, and ensure everyone is working towards the same objectives.
There are a few steps that you should take to establish clear KPIs and communication channels:
- Define what you want to track
- Set up a system to collect data
- Analyse and interpret the data
- Communicate the results to the relevant teams
By taking these steps, you can ensure that everyone in the organisation is aware of essential KPIs and that they are being tracked correctly. This will allow for more accurate decision-making and improved overall performance.
Benefits of a well-aligned GTM strategy
A well-aligned GTM strategy offers many benefits for businesses. Perhaps most importantly, it can help to ensure that all marketing activities are focused on achieving the company’s overall objectives.
It can also improve its overall image and reputation, as customers will see that the company is organised and professional. Here, we have listed some of the potential benefits of having a well-aligned GTM strategy:
- Increased revenue and profitability for the organisation
- Reduced customer churn rates
- Easier scaling of the business
- Improved communication between teams
Benefits of bringing the three teams together
RevOps (Revenue Operations) brings together marketing, sales, and customer success teams whilst looking across data, technology, and processes to ensure that an organisation is as efficient and effective as possible.
A successful go-to-market strategy must have all three of these pillars working together to be successful. With misalignment, there can be several negative impacts on the business, such as lost revenue opportunities, higher customer churn rates, and difficulty scaling the business.
Here are the benefits of bringing your teams together:
- Data-driven decision making: By having all teams in one place, it becomes easier to share data and make decisions based on what is actually happening rather than on individual team assumptions or perceptions.
- Collaboration across teams: Teams can learn from each other and share best practices when they work together. This leads to a more cohesive and efficient organisation.
- Single source of truth: Having all teams in one place allows for a single source of truth, which reduces confusion and helps ensure that everyone is working towards the same goal.
- Better customer experience: When all teams are aligned, it becomes easier to provide a consistent and coordinated customer experience, which results in increased win rates and greater revenue.
- Improved accountability and visibility across teams: With all teams in one place, it becomes easier to track and report on KPIs across the organisation. This helps ensure that everyone is held accountable and that decisions are made based on data rather than opinions.
- Consistent messaging across teams: Through collaboration, it becomes easier to ensure everyone is on the same page concerning messaging and branding.
Finally, a well-aligned GTM strategy can provide a roadmap for growth, helping the company expand in a controlled and efficient manner.
Final Words
A successful go-to-market strategy must have all three of its pillars working together to be successful. When one of these pillars is out of alignment, it can negatively impact the business.
The benefits of a well-aligned GTM strategy include increased revenue and profitability, reduced customer churn rates, and easier business scaling.
As your business grows, you’ll need to start thinking about how to scale your operations. That’s where Ellivate comes in. We specialise in operations and enablement for rapidly growing businesses.
We can help you streamline your processes, improve efficiency, and scale your business to the next level. So if you’re ready to take your business to new heights, contact us today and let us show you what we can do.
