In order to address this problem, there is an entire matrix of questions GTM leaders must consider:
- What is the messaging which resonates the greatest with prospects and thus most positively contributes to pipeline development? Is the company’s marketing actually consistent with this message?
- Why do some sellers consistently perform well while others do not? Are sellers who focus on quantity or quality of outreach making greater contributions to the pipeline? What are the tactics which high-performing SDRs utilize in prospect interactions, and can they be universalized to all reps?
- When competing for an account, why did the prospect’s procurement decisionmaker decide to select your solution or that of an alternative vendor? Was the decision made based on functionality, price, ease-of-use, etc.? Was the decision made entirely along one of these dimensions or were multiple factors weighed?
Vendors attempting to resolve these questions fall under an umbrella we call Go-to-Market Process Intelligence. In essence, process intelligence vendors provide organizations greater visibility into the answers to these structural questions, and in doing so, make it more likely that the organization is able to build a durable rinse-and-repeat selling motion.
Despite being in the early innings of the category, multiple players are gaining strong traction and verifying market demand. For instance, companies like Gong and Jiminny are providing sales teams with call recording and analytics functionality that enables them to better understand the best practices SDRs utilize when conversing with prospects.
Utilizing a different approach, Clozd – which brands itself as a “Win-Loss Analysis” service – is combining customized buyer surveys and interviews with its proprietary software to help customers pinpoint the reasons why they are winning or losing in competitive bake-off processes.