Your company might not be growing at the rate you want not because of your vision or team, but because of your go-to-market strategy. You fix that, you are back on track and transform your business.

1. @sangramvajre
Why Your Go-To-Market
Strategy is Broken and
How to Fix it.
A New Framework To Accelerate Growth &
Build Long-Term Differentiation

2. @sangramvajre
Being Intentional is more
important than
being brilliant.
Sangram Vajre

3. @sangramvajre
Trying everything under the Sun to see what works
“Anything is possible”
Finding the ONE thing that you are truly good at
“Your lane of genius”
Earning the right to do more than one thing
“Become legendary”

4. @sangramvajre
2016
Better
Acquisition
2017
Pipeline
Velocity
2018
Account
Expansion
2019
ABM
is B2B.
2021
GTM
runs B2B.
Trying everything under the Sun to see what works
“Anything is possible”
Finding the ONE thing that you are truly good at
“Your lane of genius”
Earning the right to do more than one thing
“Become legendary”

5. @sangramvajre
The 3Ps of
GTM Business
Transformation
Growth
Transformation
Problem-Market fit
Ideation
Product-market fit
Transition
Platform-market fit
Execution
GTM
MATURITY

6. @sangramvajre
The 3Ps with
some examples
Transformation
GTM
MATURITY
Problem-Market fit
Ideation
Product-market fit
Transition
Platform-market fit
Execution
Growth
Marketing and
SMB owners
Marketing +
Marketing Automation
Marketing, Sales and
Customers Success
Sales only Sales Cloud ALL Clouds
1940 - Barbeque to
Orange juice
1948 - Hamburgers,
Fries & Soda (87%)
40,000 stores, 100 countries,
value > $150B
Millennials
biz + life
$3M in 2018
Business-only newsletter
$20M by 2020- Marketing,
Tech, Retail newsletters
2009 - Podcast
answering twitter Qs
2011- Top podcast
(one channel focus)
$100M deal with Spotify in
2020 to expand

7. @sangramvajre
You haven’t found the
ideal customer
Heavy discounting in the
sales process
Poor demand and win
rates
Churn is killing your
business
Relying on heroics Sales
players
Customers unsure of ROI
Pulled in feature wars
Can’t predict so can’t
scale
Can’t say NO to anything
or prioritize
Teams not aligned on the
executive strategy
Who owns GTM?
But how do you know your GTM is broken?

8. @sangramvajre
GTM is a transformational process for
accelerating your path to market with high-performing
revenue teams delivering a
Connected customer experience.
Repeatable, scalable
Not a product launch
Not just a Sales channels
Customer Success + Marketing +
Sales is your entire GTM team
Creating a frictionless experience
Not a strategy &
not a project

9. @sangramvajre
Poll: Who owns GTM in your company?
A. CEO
B. CMO
C. CRO

10. @sangramvajre
Three Truths That
Will Fix Your
Go-To-Market Nightmares

11. @sangramvajre
Poll: GTM is like?
A. Creating a new vision
B. Training a new employee
C. Building a new product

12. @sangramvajre
Brian Halligan, CEO of Hubspot
(public company over 100,000 customers)
Kiara Vajre, CEO of Vajre home
(6-year old that has endless questions)
Truth #1: GTM is like building a new product
(not a strategy)
Where we going?

13. @sangramvajre
ABMers
are the
next
CMOs
CMOs
are the
next
CEOs

14. @sangramvajre
Poll: Who runs operations in a
modern GTM team?
A. Finance Ops
B. Revenue Ops
C. Marketing Ops

15. @sangramvajre
99% of CMOs and
CROs ask this
one question
every week...
Truth #2: RevOps is the new Growth Lever

16. @sangramvajre
Ideation (Problem-Market fit):
Outbound Opportunities
Qualified Pipeline
Inbound Funnel
Revenue
All templates are on theMOVEbook.com

17. @sangramvajre
Transition (Product-Market fit):
Key Account Engagement
Average Deal Size
Pipeline Velocity
Win Rates
All templates are on theMOVEbook.com

18. @sangramvajre
Execution (Platform-Market fit):
Net and Gross Retention Rate
Multi-product Deals
Pipeline by Cohorts
Expansion ARR
Product Usage
All templates are on theMOVEbook.com

19. @sangramvajre
“…. And the most
important part is I
learned how doomed
the company I
currently work for
really is.”
“...I would buy this book for
the scorecard templates
alone.”
themovebook.com
Early reviews of the book might shock you...

20. @sangramvajre
CSO
CEO
CMO
Your Company
Org Chart
Who is focused
on YOUR
customers?
CFO
CPO CTO

21. @sangramvajre
“Company B
ended the
year with
5x the ARR.”
Truth #3: Retention is the new Acquisition

22. @sangramvajre
Truth #3: Retention is the new Acquisition

23. @sangramvajre
MOVE: 4 Question GTM Framework
Operations: What do you
need to operate effectively?
Market: Who should
you market to?
Velocity: When can you
scale your business?
Expansion: Where can
you grow the most?

24. @sangramvajre
The 3Ps and the
MOVE framework
in action
Transformation
GTM
Team
Market
Operations
Velocity
Expansion
Business
Outcomes
TAM
Ad-hoc
Reactive
Single threaded expansion
Segments
Aligned
Proactive
Partial expansion
Cohorts
Integrated
Prioritized
Full expansion
Leads
Sales Led
Accounts
Sales & Marketing
Customers
Customer Success + Sales & Marketing
Inefficient
Growth
Efficient
Growth
Efficient Growth
at Scale
GTM
MATURITY
Problem-Market fit
Ideation
Product-market fit
Transition
Platform-market fit
Execution
Growth

25. @sangramvajre
The 3Ps and the
MOVE framework
in action
Transformation
GTM
MATURITY
GTM
Team
Market
Operations
Velocity
Expansion
Business
Outcomes
Problem-Market fit
Ideation
Product-market fit
Transition
Platform-market fit
Execution
Marketers and SMB owners
“Inbound” Machine
w/Website Grader like tools
High Churn w/new category
Freemium model
Marketing + MA
Acquired Performable to get into
MoFu and MA space
4,500 customers
Launched big agency driven
Revenue model
Marketing + Sales + Customer Success
60% customers - free trial, Majority customer at
$10K ACV, ~100% net revenue retention, 40%
revenue from agency partner program
100,000 customers, $1B ARR
$1M customer, International is 44% of revenue,
Marketing/Sales/CMS/Service Hubs from SMB to
Enterprise
Leads
Sales Led
Accounts
Sales & Marketing
Customers
Customer Success + Sales & Marketing
Inefficient
Growth
Efficient
Growth
Efficient Growth
at Scale
Growth

26. @sangramvajre
@sangramvajre
What is your next
MOVE?
TheMOVEbook.com
For assessment, templates, scorecards, worksheets
Problem-Market fit >> GTM is like building a new Product
Product-Market fit >> Rev Ops is the new growth lever
Platform-Market fit >> Retention is the new acquisition