Realign & reach your targets.
Meet customers where they are, and grow sustainably.
Make it easier to buy.
Buyers have changed. They do their own research, and they value trusted sources and peers much more than vendors. That’s why adding more bodies isn’t enough to win anymore.
You need a unifying revenue mission across Sales, Marketing, Customer Success, Product, and the back office.
The symptoms?
You’ve scaled Sales. And the revenue hasn’t followed.
Teams are missing their goals.
Lead gen numbers are “fine,” but they’re not turning into customers.
Deals that used to close easily are harder now.
Your cost of acquisition payback is way too high.
Customers are churning with no end in sight.
Everything looks the same to buyers.
Competitors have gained market share.
One team. One goal.
You don’t need more leads.
Product, Marketing, & Sales need to be aligned to a single commercial goal. Marketing should create demand at scale, measured by customer-reported attribution and qualified pipeline. This enables Sales to spend more time with customers who are interested in your offering + ready to buy. If you force Marketing to deliver a high volume of low quality leads, the leads won’t convert and both your Marketing & Sales teams will be unsuccessful.
You also don’t need more Sales people.
It no longer makes sense to add more reps every month and assume revenue will flow in. This process doesn’t scale well and the spreadsheet projections rarely live up to the hype. Especially if you don’t have a high performance marketing engine in place before you hire all those reps. Instead of over-hiring expensive resources, redesign your GTM organization to meet customers who want to learn about products on their own time.
Revenue acceleration must include product.
You’re building your product because you have a compelling vision of the future. Product needs an aligned revenue strategy and target segments in order to build sustainable differentiation. You also have to optimize pricing and packaging around the most valuable growth segment and ensure the short-term roadmap has deliverables that sell at scale instead of negotiating custom solutions with Sales & Marketing.
Goals & incentives really matter.
The entire GTM team is responsible for the revenue goal. Goals need to account for measurement differences between building pipeline and closing deals. To do this well, Sales compensation needs to be aligned with your business strategy. If good revenue is important to your business, make sure the comp plans take those goals into account. If you’re churning too many customers, it’s more likely to be misalignment with Sales (or with Product) vs a Customer Success problem.
Monetization is an underutilized growth lever.
All business models are not created equal. Do you know if yours is working hard enough for you? It’s critical to price and package your offerings for your best-fit segments. Another reason why Product and customer-oriented teams need to work together to maximize customer value.
What about PLG?
PLG is a cost-effective value driver and a great way to build product customers can use right away. It’s still critical to ensure alignment across Sales + Marketing + Product. Learn more about the strategic considerations you should keep in mind for PLG.
How it works.
An efficient framework for profitable, scalable revenue.
1 | Positioning & Monetization
Validate what matters most to customers & unlock revenue.
Need + value + willingness to pay insights
Data-backed customer segments & pricing
2 | Go-to-Market Alignment
Optimize your go-to-market team with high-ROI improvements.
GTM organizational design
Align goals & compensation with top-line business strategy
Buyer journey & sales process
3 | Pipeline Engine
Build high-quality pipeline and profitable revenue growth.
Pipeline-generating GTM plan
Pitch development & sales training
Back office alignment, KPIs