Chris joined Insightly CMO Chip House on the Closing Time Podcast to discuss the changing landscape of B2B go-to-market strategies and why traditional methods are no longer effective. He highlights the shift from events, outbound sales, and paid search to more efficient and targeted approaches. Chris emphasizes the need for a new framework that focuses on demand creation, demand capture, and demand conversion.

He introduces the concept of HIRO Pipeline, a metric that aligns marketing with revenue and drives better decision-making. Chris also challenges the traditional sales funnel model and suggests breaking it down into multiple funnels based on aggregated buying intent.

Key Takeaways:

-Traditional go-to-market motions have not changed, despite significant changes in how buyers discover products and services.

-Events are still valuable for networking and business development, but spending a large portion of the marketing budget on trade show booths is misaligned with how buyers now discover companies.

-The effectiveness and ROI of paid search have declined over the past few years, making it necessary to reallocate budget to more effective channels.

-The traditional sales funnel model assumes equal conversion rates and does not differentiate between demand creation and demand capture.

-A new go-to-market framework should focus on accounts, not just leads, and integrate marketing, SDRs, and sales into an Allbound integrated revenue team.

-Companies should measure and optimize for Hero Pipeline, which defines qualified pipeline based on historical win rates, aligning marketing metrics with revenue.