Principle #1 gets overlooked and underrated extensively. I put forward that a lack of "knowing your Mary" is actually the key cause for the failure of 80% of GTM programs.
Old techniques, new techniques, none of them actually matter if you don't know what problem Mary is really trying to solve. Even as I write this I know how trite and camp it sounds, because I've been conditioned like everyone here. "Of course" one must know their next ideal buyer. But we don't know them.
Not really, often times not even at all. SurveyMonkey isn't going to help you. AI generated emails about them volunteering for the Big Brothers is not going to help you.
You literally need to strip the tech away and have a 1-1 conversation. Either on a podcast, in a community event (in person or virtual), at coffee or even on a spaceship- but this must happen. It used to happen in the old days before marketing got tech and lost it's courage to have conversations with strangers.
How can you care about your customer if you haven't even met them? You can only care about them in theory, hypothetically, and your campaigns large & small will lack response in direct proportion to how disconnected you are from your customer.
Disconnected marketing, and not in a technical way, is really the largest challenge facing marketing today.
man - you wrote more than what we wrote in this post :)
love the passion and your POV - our research also shows that 68% of GTM leaders think if they had alignment at the executive level, they will hit their revenue goals...
you inspired me with your post- and that 80% stat is a KILLER. wow!
your second stat too, damn. alignment at the exec level. having alignment doesn't necessarily mean you'll go anywhere, but not having it is death to the scorecard.
Well done! Positioning is the foundation for everything you communicate. Without a solid foundation, you're in trouble ...
in the world of AI, this is where it's actually at!
Is positioning the foundation? or is it the beautiful house built on everything you know about your customer?
ha! i think it's as foundational as it gets... miss you brother!
love,
sangram
back at you!
Principle #1 gets overlooked and underrated extensively. I put forward that a lack of "knowing your Mary" is actually the key cause for the failure of 80% of GTM programs.
Old techniques, new techniques, none of them actually matter if you don't know what problem Mary is really trying to solve. Even as I write this I know how trite and camp it sounds, because I've been conditioned like everyone here. "Of course" one must know their next ideal buyer. But we don't know them.
Not really, often times not even at all. SurveyMonkey isn't going to help you. AI generated emails about them volunteering for the Big Brothers is not going to help you.
You literally need to strip the tech away and have a 1-1 conversation. Either on a podcast, in a community event (in person or virtual), at coffee or even on a spaceship- but this must happen. It used to happen in the old days before marketing got tech and lost it's courage to have conversations with strangers.
How can you care about your customer if you haven't even met them? You can only care about them in theory, hypothetically, and your campaigns large & small will lack response in direct proportion to how disconnected you are from your customer.
Disconnected marketing, and not in a technical way, is really the largest challenge facing marketing today.
man - you wrote more than what we wrote in this post :)
love the passion and your POV - our research also shows that 68% of GTM leaders think if they had alignment at the executive level, they will hit their revenue goals...
you inspired me with your post- and that 80% stat is a KILLER. wow!
your second stat too, damn. alignment at the exec level. having alignment doesn't necessarily mean you'll go anywhere, but not having it is death to the scorecard.