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What Does “Go-to-Market” Really Mean? A lot of people hear the term “Go-to-Market” (GTM) but don’t know what it means. Here in Sweden, it’s often labeled a “buzzword” 😅 - Here’s what it actually means: 🕰️ Here’s How Things Were During the tech boom from 2012 to 2020, companies grew rapidly. Marketing, sales, and product teams often worked in silos yet succeeded due to high demand and plentiful resources. 🧭 How Things Are Now Post-2021, the market has changed dramatically. Political instability, chaotic market patterns, and the unsustainability of “growth at all costs” have reshaped market dynamics. Disjointed efforts are no longer viable. What do you mean by “Disjointed Efforts”❓ - When marketing teams decide to send birthday cakes to prospects and call it a campaign or sponsor an expensive event that is completely detached from the sample of people who actually need the product. - When sales teams are all about the hustle to close deals quickly (Headless Chicken 🐔 style) without focusing on long-term customer value (LTV). - When product teams become the grumpy naysayers, disconnected from customer and market needs, blaming the rest of the team for not leveraging “THE AWESOMENESS OF THE PRODUCT”. Why Go-to-Market Is Key 🔑 - Right Now More Than Ever? Without a unified goal, companies today, especially B2B with recurring revenue models, are set to crash. Setting a common goal for everyone and creating a cohesive framework for teams to work together is no easy task—ask Switch to Eleven about it 😂. On the other hand, creating content that is relevant to buyers, especially in B2B, requires collaboration between sellers and marketers. Companies like Cactix have been implementing engagement plans that ensure both teams are on the same page to secure the best outcomes for B2B marketing and GTM efforts. An integrated approach is essential because without a balanced prioritization of long-term success with short-term gains, Go-to-Market will forever be a buzzword. The master of Go-to-Market, 🐶 Jacco van der Kooij , founder of Winning by Design highlights in his video that past successes are no longer a guarantee in today’s market. He emphasizes the impact of AI on the business landscape and how companies need to adapt their GTM strategies to stay competitive. The old ways of doing business aren’t enough; we must embrace contemporary, relevant insights to navigate the hyper VUCA (Volatility, Uncertainty, Complexity, Ambiguity) world effectively.