Sometimes you are on a call or in a meeting and the conversation will turn to some terms that seem obvious, but then you question if you (or anyone) knows what they're saying. For instance:
"We really need to improve our Go-to-Market motion."
"Yes, we do.
"All motions or just the sales go-to-market motion?"
"We should improve all motions."
"What about our sales motion?
"I think we should improve that as well.
"Well, I believe we need to get more "go" in the go-to-market...And more motion in the ocean."
"What?"
Let's start with the go-to-market motion (GTM).
The GTM is how you get your product or service in front of the right audience? Simply put, your GTM motion is the overarching strategy that defines how you'll reach and acquire customers. It's the roadmap that guides your sales, marketing, and customer success efforts.
A few examples of the most common go-to-market motions are:
1. Product-Led GTM (PLG):
This approach positions your product as the hero. The product has freemium models or free trials allowing users to experience the value firsthand.
2. Sales-Led GTM:
Direct sales teams take center stage.  This approach involves building relationships with potential customers, understanding their needs, and demonstrating how your product solves their pain points.
3. Inbound-Led GTM:
This is where you attract and convert customers through organic search engine optimization (SEO) and targeted content marketing.  By creating valuable content that addresses user needs, you draw potential customers to your website and nurture them into leads.
4. Partnership-Led GTM:
This approach is where you garner strategic partnerships with complementary businesses can expand your reach and tap into new customer segments. Co-marketing initiatives, joint product offerings, or referral programs are key elements of this strategy.
*To complicate things, since the term "sales motion" gets brought up a lot, I thought I would add this into the definitions mix.
A Sales Motion is the combination of sales process and sales methodology.
Sales Processes typically contain some combinations of: prospecting, connecting and qualifying, researching, presenting, handling objections, and closing.
A Sales Methodology is actionable steps for a salesperson to complete during each step of the process. There's the Sandler methodology, Challenger Selling, and MEDDPICC (Metrics, Economic buyer, Decision criteria, Decision process, Paperwork process, Identifying pain, getting a Champion, and understanding the Competition) to name a few.
And there you have it! Feel free to refer back to this when you get stuck in meeting and you can't remember which is which. :)
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