The Old B2B GTM Playbook Is Dead. Here’s The New One.

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The old B2B GTM Playbook has become increasingly less effective over the last few years. And it's getting worse. The reasons for this are many, but these are the big ones:

Modern buyers are more informed than ever. They have higher expectations. They do a lot of research online before making a purchase. They expect personalized, consultative interactions on their terms.

The new normal is the rise of social media and the importance of quality, ungated content.

The old volume-driven SDR model is on life support. More than email and telephone channels are necessary to engage and convert prospective buyers.

Sales enablement platforms lower barriers to market entry. It is great for efficiency. But, many have adopted it. This has made markets crowded and it is harder to get customer attention.

Using data analytics for continuous improvement is marginal at best.

A New More Connected B2B GTM Playbook

If the old rules and conventional wisdom no longer apply, then what comes next? The new playbook is purpose-built for breaking through current and future challenges. It makes better, more integrated use of technology. It breaks down organizational silos and barriers.

  1. ‍A customer-first perspective. The new playbook emphasizes understanding and meeting the needs of the buyer at every stage of their journey. This involves creating buyer personas. It also involves mapping customer journeys.
  2. Going digital-native. Integrating digital tools and platforms into all aspects of the GTM strategy is paramount. This is CRM systems and marketing automation. It is also data analytics and digital communication tools.
  3. Omnichannel marketing. All customer touchpoints integrate across various channels: email, online, offline, and social media. Now businesses can engage customers where they are active and provide a seamless experience.
  4. Data and analytics are everywhere. You can only improve what you measure. Big data, AI, and machine learning are now crucial. They are needed for insights into customer behaviors, preferences, and trends.
  5. Account-based marketing (ABM). Marketing and sales teams collaborate more. They are guided by the account strategy. They strengthen old relationships, build new ones, and make personalized campaigns and content.
  6. SDR makeover. The SDR role is being rewritten to become more strategic, more tech-savvy, and more team-oriented. It’s focusing upmarket to named, high-potential accounts. The role is more senior.
  7. Sales enablement. Empowering sales teams goes beyond sequences to the right tools, messages, and content. It’s supported by real-time analytics so sales teams see what is working and what isn’t.
  8. Generative AI. This is a game-changer. Generative AI can write sales scripts. It can guide conversations and make content. It can personalize at scale and do predictive analytics. Seller productivity and effectiveness jumps.
  9. Customer success and retention. Shifting focus from making sales to ensuring customer success is a change in mindset. Customer success teams provide support, capture value feedback, and drive usage and adoption.
  10. Product-led growth (PLG). This is a key piece of the new B2B GTM playbook. The focus is on using the product itself to drive customer acquisition, adoption, and growth. This approach is highly scalable and has low marginal cost.

Wrap-Up

The new B2B GTM playbook is agile and flexible. The business can respond quickly to market changes, customer feedback, and competitive pressures. It also encourages a culture of continuous learning and adaptation within the organization.

Remember, it’s always better to do a few things well than many things poorly. You don’t need to do everything. Pick and choose your focus based on what makes the most sense for your business, its maturity, and the resources available.

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