Ann Handley: Four key questions to a smarter Go-To-Market strategy.

Hey, it's Anne Handley. Have your sales and marketing teams aligned around four fundamental questions before they send a single email or post a single update to LinkedIn? My friends at Demandbase released a comment book all about smarter go-to-market approaches. They gave a bunch of sales and marketing leaders makeovers as superheroes. I became superhero Anne fighting the foe. frighteningly lousy marketing the comic book is my favorite kind of content it's fun it's useful and you need to check it out i'm gonna put the link below in a second demand base asked superhero anne this question what first steps should sales and marketing leaders take to get started on smarter go-to-market strategy first what is a go-to-market strategy my dog auggie wanted to know that so This is for Augie and anyone else who is wondering. A go-to-market strategy should ideally crystallize step-by-step how a business will engage with its prospects and with its customers to convince them to buy a specific service or a specific product. The goal, of course, is gaining market share, a competitive advantage, and ultimately world domination. That's how popular thinking has gone. But... What if a smarter go-to-market strategy is not about convincing, but instead starts with something much more fundamental to getting both sales and marketing on the same page? To do that, we need to together answer four questions. Number one, who will use it? Number two, who will buy it? Not the same person often. Number three, why now? Why does this product or service matter to them now? And number four, why are we the best choice to deliver it? Sales and marketing answering those four questions together makes the path less about convincing and much more about crafting your story as the only true choice. And that world domination part comes in when you use that story as the foundation for truly valuable content and personalized messages to the perfect companies at the very most optimal time. based on when they indicate through their actions and then through their behavior that they are perfectly primed to hear from you. Of course, Demandbase can give you the insights you need to know when and how best to reach out. Demandbase might have made sales and marketing leaders the superheroes, but the true hero of your story is your customer. That is Smarter Go-To-Market. Please check out the comic book in the link below. It's engaging, it's interactive, it's fun. Let me know what you think.

The world's first chief content officer Ann Handley shows you how aligning sales and marketing around 4 critical questions makes for a smarter GTM strategy. (Bonus! Cute puppy cameo.)