What's your GTM motion?

How do you activate ABGTM?

Author

Tyler Pleiss
September 29, 2024

In partnership with

We’ve established what account-based GTM means.

Prioritizing accounts that directly align to achieving company GTM goals.

But what we haven’t discussed is how do you activate this motion.

So I ask this question: do you know what your company’s GTM motion is?

How are you driving pipeline and revenue? Is it through:

  • Inbound-led

  • Outbound-led

  • Partner-led

  • Product-led

  • Events-led

  • Community-led

Knowing which one or two of these motions your company uses is how you can think about activating your account-based GTM motion.

Why? Because these channels and tactics are already proven to work!

Let me give you a real example of how we’re doing this at Movable Ink.

We are absolutely a partner-led and events-led GTM motion. I’m not changing that, in fact I’m leaning all the way into it going into next year.

We host one large company event in June every year and participate in at least one major partner event every quarter. Here’s what it looks like in practice:

We’re going to have owners of each of these GTM areas for our account-based efforts. One for our core product, new product, customer accounts and EMEA.

The idea here is how do we prioritize and invite the right accounts to these events. Those who use one of our partner products, but also align to one of the key GTM goals we’re tracking.

Too many times when implementing ABM we’re trying to introduce a brand new strategy and way of doing things. That causes friction and the misalignment that a lot of us have or are experiencing.

Instead, by integrating your process this way, it becomes more of a true GTM motion. You’re leveraging what works versus trying to introduce something brand new. Which will allow for more top-down, cross-functional buy-in and more importantly, success.

Would love your feedback! Does this make sense? Do you have any questions?

Won’t You Join Me?

Creating an Integrated 2025 Integrated Marketing Strategy

Join me and the TACK crew on October 16th as we detail the in’s and out’s of building an integrated marketing strategy for 2025.

www.linkedin.com/posts/joshuaweale_abm-accountbasedmarketing-b2bmarketing-activity-7240276383321522177-SC5r?utm_source=share&utm_medium=member_desktop

The Ultimate Guide to Building an Account-Based GTM Strategy

Have you accessed the guide yet?

Create a strategy that directly aligns to achieving GTM goals.

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