GTM Made Simple

Most marketers, if you asked for the number one thing you’d really want to understand in their field, will probably roll their eyes, look at you like you’re stupid and say something like: “Your buyer persona,” or even, “The market, duh.” 

And most marketers would be wrong… 

What you need to understand more than anything else is your product.

In this Takeover episode, host Amber Khan speaks with Dirk Schart, Chief Marketing Officer & President at RE’FLEKT, who is championing product-first marketing—an approach that creates more cross-team collaboration and, ultimately, more successful marketing.

They discuss:

• Why writing about your product is not the same as understanding it

• Why marketers need to work more closely with product development teams

• Practical ways to shift to a product-first mindset

Additional Resources:

You can find Amber on LinkedIn and on her website, repurposeden.com

MOVE: The 4-Question Go-To-Market Framework

Key Takeaways: “Go to market is not just the sales channel.”

Small departments can make a big impact—with intentional strategy. Good relationships between each team and department in your GTM strategy are the keys to success.

With so many CMOs becoming the CEOs of their respective companies, it’s time to ask the question for those CMOs looking to follow the same steps: What are the actionable steps to get there?

In this replay episode, we speak with Jeff Perkins, CEO at ParkMobile, about his journey from CMO to CEO and his big lessons that every marketer should know to become CEO.

What we discussed:

• A background on Park Mobile & how Jeff became a CMO
• What compelled Jeff to become CEO & relationship building
• The timeline to become a CEOThe power of networking

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Additional Resources:

• MOVE: The 4-Question Go-To-Market Framework

Who owns go-to-market has been our big question so far, but how about what makes up a solid go-to-market strategy?

In this episode, Sangram sits down with Muhammad Yasin, marketing expert and host of the Agile Marketing Podcast, to dive into all the aspects of a successful GTM strategy. Muhammad discusses how marketing isn’t the only contributor to GTM strategy, each department is a building block that contributes to overall success.

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Additional Resources:

• MOVE: The 4-Question Go-To-Market Framework

Key Takeaways:

• “Go to market is not just the sales channel.”
• Small departments can make a big impact—with intentional strategy.
• Good relationships between each team and department in your GTM strategy are the keys to success.

Ask a group of go to market leaders who owns go to market, and most will say the CEO. But this leader? He confidently says otherwise.

In this episode, Sangram sits down with Kyle Lacy, SVP of Marketing at Seismic (formerly CMO of Lessonly, which was acquired by Seismic) to dive into his answer to the big GTM question. Kyle confidently says that marketing owns go to market, and he’s sharing his reasoning–from his passionate standard for BDRs reporting up through marketing, to the power of brand on an entire customer lifecycle.

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Additional Resources:

• MOVE: The 4-Question Go-To-Market Framework

Key Takeaways:

• Marketing owns the experience. Therefore, they own GTM.
• Go to market is an understanding of which channels and segments work
• “You can’t build an amazing product if nobody hears about it”

Why in the world would I have someone on my podcast who hates my book?! Well, it’s because he isn’t wrong in his reasoning!

Christopher Lochhead–author, entrepreneur, advisor, and VC partner–absolutely loves category creation, and he’s got dozens of stories to prove exactly why he’s such a champion of it. He’s sharing these stories (and his very hot takes on the MOVE framework) with us on this episode.

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Where can we grow the most? It's the first question most GTM leaders ask themselves...but hold up! There's a reason this one comes last...

In this week's Author's Cut episode, Bryan and Sangram dive into the last (but not least) letter of the MOVE framework: the "E" for Expansion. Listen in to learn how to know when it's time to expand, where you should expand your business, and how you can measure KPIs that matter.

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Additional Resources:

• MOVE: The 4-Question Go-To-Market Framework

Key Takeaways:

• Why "expand" is the last step in the "MOVE" framework
• How to continue the journey of growing your company
• What you need to expand effectively into other markets, verticals, and geographies

There are important processes that every go-to-market leader should have in place to know they’re on the right track.

Do you know what they are?

In this episode, co-authors Sangram and Bryan are breaking down the “V” in the “MOVE” framework–velocity–and how organization can use the enablement ramping to scale their business effectively, no matter what stage they’re in.

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Additional Resources:

• MOVE: The 4-Question Go-To-Market Framework

Key Takeaways:

• The importance of velocity
• How GTM leaders can know when (and how) to scale
• How to create “enablement ramps” that will ensure successful scaling

Every company wants to scale well. How can they guarantee that they’ll do it right?

The answer: revenue operations.

In this episode, Sangram and Bryan dive into the “O” of the MOVE framework–operations. They talk about exactly what your operations team, tactics, and strategy should look like at every stage of your business. Consider this episode your RevOps 101 course.

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Additional Resources:

• MOVE: The 4-Question Go-To-Market Framework

Key Takeaways:

• What RevOps is, and when you should be focusing on it
• Questions every company needs to be asking when creating operations plans
• Exactly what your RevOps scorecard should look like (and why you should be presenting it at every exec meeting)

TAM is out - TRM is in.

In this episode of Author’s Cut, co-authors of the MOVE book Bryan Brown and Sangram Vajre talk about the “M” in the MOVE framework - Market. Bryan and Sangram explain why they think “Total Addressable Market” may not be the best baseline for your marketing strategy...it’s actually “Total Relevant Market”. Here’s how you find your TRM, segments, and cohorts–and use them to determine who you should market to. Next week, they talk about the "O" -

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.

Additional Resources:

• MOVE: The 4-Question Go-To-Market Framework

Key Takeaways:

• Total relevant market is who you should actually be focusing your marketing energy on
• The way you market should change as your go-to-market strategy shifts and grows
• Go and ask your organization what stage of the business you’re in. Don’t rush into the next one, until you nail this one!

When you’re building a company around your product, there are a few crucial mistakes you need to avoid. The perfect person to walk us through the playbook for product-led growth is my friend Scott Voigt, Founder & CEO at FullStory.

In this episode, he shares the story behind FullStory, why he chose to grow his company alongside his product, and how to apply his learnings to your own go-to-market strategy–no matter what stage you’re at.

This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.

Listening on a desktop & can’t see the links? Just search for "MOVE Sangram Vajre" in your favorite podcast player.

Additional Resources:

• MOVE: The 4-Question Go-To-Market Framework

Key Takeaways:

• Sometimes hearing “that would be really hard”, means you’re on to something
• “Founder happy ears”? It’s a thing.
• You can’t rely on product alone–sales, customer success, and marketing need to align