To Enable Buyers, Don’t GoToMarket. GoToCustomer.

Every marketer and most salespeople face the same quandary. The internal information they receive in their own companies is about product and service research and development, product and service portfolios, features, and benefits. When these characteristics are mapped to general executive buyers, and not to a precise understanding of specific buyer types, we have a GoToMarket sales model.

This inside-out model has its purposes. It enables your company to develop products and services based on matching capabilities to market needs. It allows you to differentiate products and services, and even allows you to design messaging for a broad audience.

GoToMarket is not effective in sales enablement, and especially not in buyer enablement.

GoToCustomer is the outside-in model with customers at its core, and it should drive your marketing and sales strategy. This framework addresses specific buyer roles in specific selling situations along the customer’s journey. It creates efficiency by proactively dealing with the underlying buyer context, rather than reacting as buyers attempt to create context for themselves based on your GoToMarket approach.

Experienced, savvy buyers won’t waste time creating their own context out of a GoToMarket pitch. They’ll simply ask you – usually tactfully – to wrap it up. To avoid this scenario, focus on these principles of the GoToCustomer model.

  1. Develop Sales Pitches and Content for Specific Buyer and Influencer Roles.

Specific functions and roles in your company must exist to support the understanding of the various job titles and buying roles in your customer organizations.  Pitches and content must be developed with an outside-in approach, reflecting the needs of the buyer, to be understood, educated, and provided with problem-solving expertise.

  1. Don’t Talk About Features and Benefits. Talk about Business Challenges and Solutions.

To do this, you have to begin the relationship establishing your credibility in understanding their roles and challenges. Then delve deeper into each customer’s specific problems, challenges, and pain points with current solutions. Find out what the buyer is considering as a potential solution, who else in the organization is impacted by the decision, and who is involved in making the decision. Find out when the challenges must be solved, and where the buyer is along the path to resolution. As a buyer enabler, you’re now a partner, not a salesperson.

  1. Define sales milestones and map them to the customer’s journey.

Now that you know the buyer’s role, challenges, and the workings of the organization, get access to the right contacts within the organization. Apply the outside-in methodology in your approach to each contact, demonstrating your proactive research and understanding of how each person defines success in this problem-solving scenario. Then unite these people in your shared vision of success – not just with your products and services – but with their implementation and milestone dates. Once you’ve done this, you’re ready to create a proposal and move on to closing.

A Bridge Metrics executive can help you place the GoToCustomer framework at the center of your sales and marketing. Talk to us at 877.801.7158.

About the author

Bill Carroll


As the President of Bridge Metrics, Bill supplies the vision of Bridge Metrics. He is a mentor and thought-leader to the Bridge Metrics team and many of our clients. An experienced entrepreneur, Bill is passionate about developing powerful web-based solutions.

He graduated from Texas A&M University

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