You've defined your ideal customer profile.
Built the campaigns.
Created the content.
Chosen the channels.
The go-to-market strategy looks great.
Now…who starts the conversation?
This is where many GTM strategies reveal an important gap. They thoroughly explain how the company intends to reach the market but spend considerably less time defining how Sales will turn that market opportunity into revenue.
GTM Isn't Just Marketing
Marketing plays a critical role in a successful GTM strategy. It creates awareness, generates interest and helps buyers discover your organization.
But generating demand isn't the same as converting demand.
Eventually someone has to engage the buyer, understand the problem, determine fit and help move a decision forward.
That's where Sales enters the strategy.
A complete GTM plan should answer questions including:
Who will Sales pursue?
An ICP isn't enough. Sellers need clear targeting priorities.
How will Sales reach them?
Inbound, outbound, referrals, social selling and strategic prospecting require different approaches.
What will Sales say?
Marketing messaging may earn attention. Sales messaging needs to earn a conversation.
How quickly will Sales follow up?
Without defined behaviors and accountability, opportunities can disappear.
What qualifies someone for a sales conversation?
Marketing and Sales need a shared understanding of what “qualified” actually means.
What Happens When Inbound Isn't Enough?
This may be the most overlooked question.
When inbound slows, Sales is often suddenly told to “do more prospecting.”
But effective outbound isn't an emergency response to a weak pipeline.
It should already be part of the GTM strategy.
Sales needs defined accounts, messaging, behaviors, expectations and a repeatable process that all reps can use to start conversations.
From Revenue Goal to Revenue Motion
Leadership can set a revenue target, but the target doesn't explain how Sales will achieve it.
That's why behavior plans matter.
Instead of managing only to the final revenue number, identify the activities and leading indicators required to produce it.
A revenue goal tells Sales where you want to go. A GTM strategy should tell them how you expect to get there.
Heather's Gem:
“Marketing creates opportunity. Sales turns opportunity into outcomes & revenue.”
Take another look at your GTM strategy.
If Sales isn't clearly visible in it, there's still work to do.
Ready to build a sales motion behind your GTM strategy? Book a conversation with Heather →
