In normal Go-To-Market strategy formulation, companies discuss ways their competencies can potentially fit into a target market and then quickly match an offer or messaging to it. This has its limitations.
A Formulation For Pre-Launch Go-To-Market Teams
Intent data allows a GTM team the ability to gain, valuable insight on the necessary dimensions of the target market by focusing not only on the characteristics of the market like member firm’s headcount, products or services, and current suppliers, but also information on both the problems and aspirations of the member firms.
The ability of the GTM team to alter the dimensions of their target market to include firms more likely to be actively searching for solutions the company can solve will reduce the possibility of lost sales’ team productivity and marketing budget being wasted.
This should appeal to both top and bottom line focused leaders. The prospect of reducing waste while also allowing extreme focus where the wins can potentially be more plentiful is a unique opportunity for friction within GTM teams (and even with their supporting cast) to be greatly reduced.
All told, IBS strategy formulation done right provides GTM teams with the unique opportunity to understand not only where to fish, but how much bait and what pole to bring. It is for this reason Intent-Based Sales strategy should assimilate into go-to-market strategizing much earlier than normal demand generation or marketing planning.
In other words, the process of building an Intent-Based Sales strategy can provide benefits that reach beyond sales effectiveness including reducing waste, reducing untested assumptions, and gaining buy-in from team members with less friction.