GTM problems are positioning problems wearing a different name. I spoke to several start-up GTM marketing leaders recently about their biggest challenges when looking to scale revenue in a challenging environment.
“⅘ GTM leaders reshaped their unique value proposition in their first 6 months in seat”
Biggest challenge facing GTM leaders today
Marketing leaders are responsible for revenue. Aggressive sales targets. All in a challenging fast-changing market. The biggest challenge is the pressure to scale $ pipeline for growth in a cost-efficient way. It starts with diagnosis. Two areas signal that there could be a messaging problem hiding in plain sight;
- High lead volume and low MQL volume
- Low MQL / SQL % conversion
These two metrics are signals that you’re generating the wrong kind of leads; there is a mismatch between the value you’re communicating and the perceived value of your product / service to the market you’re serving.
From diagnosis to solution
If you’re generating leads outside of your ICP there is a problem with how you’re communicating your unique value proposition (UVP); what is your differentiated value and who it is for.
The UVP, as one marketing leader said needs to be- “understood by an idiot in a hurry”. When there was a signal of a GTM problem, the most commonly cited problem; lack of consistency in communicating a UVP across all marketing touchpoints: website, paid advertising and pitch decks. This all converges on the website as it’s the place with the most eyeballs. 4/5 GTM leaders I spoke to re-shaped their unique value proposition and visual identity on the website in their first 6 months.
Challenges faced in reshaping UVP on website
Start-up marketing teams are lean. The marketing leader is spread thin across event planning / management, GTM strategy, product roadmaps, investor relations, hiring and oftentimes, internal marketing and relationships.
The need for, as one marketing leader described as, a marketer in a pocket. A highly specialised, trusted and experienced guide. One learning from a marketing leader is that in hindsight they would have acquired this help in the development of a UVP. Getting internal sign-off across co-founders, departmental leadership was time consuming and meant balls were dropped on other priorities.
Sometimes the message cuts-through when coming from an outside source who can see the picture clearly.
Reshaping a GTM motion that attracts high value leads that convert into $ pipeline is the primary focus of a marketing leader in B2B SaaS. Having a marketer in your pocket that can quickly execute a UVP and bring this to life on your website doesn’t mean the talent isn’t in the building, it’s just that it’s harder to shape this strategy whilst also contributing to product roadmap, owning investor updates, internal marketing and hiring new talent.
And to be frank, that's where we play.
In one sitting, we channel your ICP into a value prop that's iconic, relevant and attractive. Then turn it into a wireframe on the spot.
If you're staring down repositioning or need a second opinion before you brief anyone, book an intro.
