GTM Strategy First, Technology Second

Repeat after me..."Strategy First, Technology Second"

Now put a Post-it note on your computer as a reminder!

Too often we get starry-eyed by features and functionality of tools and platforms that overpromise and underdeliver, not because they suck, but because they are only as good as the strategy and market fit alignment of our product/solution or operational processes that we have/don't have in place.

Your collaborative GTM strategy is the most important decision to grow your business and it should be completely technology agnostic in how you think it through. Defining your ICP and segmentation from data analysis, determining and prioritizing key use cases and buying groups that have the highest propensity to buy from you, focusing your budget and resources, using the right messaging, at the right time with the right mix of channels

Vendors selling you technology need to make money. Their best interest is not always in your best interest. They also, most likely, have never been in your shoes. They know their technology but are rarely in a situation to tell you your business strategy. So why do you let them? Or expect that from them?

A vendor makes money on advertising...they are going to sell you more advertising.

A vendor is going to sell you another module when you might not need it

A vendor is going to give you free education.... but with bias...nothing is free

Strategy must come first. Your strategy and plan comes from your own education and experience. Reading, social channels, talking to peers, mentors etc. You should pursue vendor materials but diversify and apply what you learn to form your own opinions. You can also hire a consultant to help you but make sure you hold them accountable and set goals.

Where do you go for education for strategic decision-making ?