How do you approach pivoting GTM strategy if you're not seeing expected results i.e. pipeline growth, customer momentum,ACV and ARR goals etc.

100% ground yourself in the data.  I would start with a full analysis of the funnel to diagnose where you went wrong before making any changes to GTM.  It’s possible that the GTM strategy was the right one, but execution against the strategy was flawed whether that’s with demand gen at the top of the funnel, or sales execution at the bottom.   If you do the quant analysis and the drop off is in top and mid funnel, then you need to build a working set of hypotheses to go and test with customers t ...Read More

Post-launch analysis and adjustment/pivoting is key to being a successful product marketer. If we aren't seeing expected results post-launch, it's critical that we first understand why we're not seeing expected results. After we dig into why we're not seeing expected results, then we can develop a plan to pivot. One example of this was when we launched the Gift Mode feature on Etsy to help buyers give better gifts. After launch, we saw that buyers weren't easily finding the feature which was res ...Read More

If you’re not seeing expected results, the first step is diagnosing whether it’s a strategy challenge or an execution challenge. One of the biggest pitfalls is optimizing metrics when the real issue is a flawed strategy . Identifying this early saves time and resources. Strategy Challenge If the fundamental GTM strategy isn’t working, no amount of optimization will bridge the gap. This requires stepping back, aligning with stakeholders, and exploring entirely new approaches. A key signal is an L ...Read More

Strategy is generally made without a complete knowledge of whether it will work or not. Sometimes you will need to pivot your strategy based on the results. Here are a couple of steps to help you pivot: 1. Dive into the data to troubleshoot whether it's truly an issue with your strategy: Strategy requires a certain amount of time to succeed and many companies give up too early. I would first ask if your strategy is not working, or if you have not given it enough time yet. Make sure to compare pe ...Read More

If you’re not seeing the expected results, do this immediately: dig into why you’re not seeing results. Investigate the data to better understand why your GTM strategy isn’t working. Whatever metric is “down”, you need to know why. Look at the data again, and talk to customers to supplement with qualitative data. Is the problem really with the strategy or is there a misalignment of expectations vs reality? This is a key question to explore with the GTM team (PM+PMM+Sales).  Personal example: I o ...Read More