What do you think are the most important pillars for B2B Enterprise product GTM strategy?

When building a B2B Enterprise product GTM strategy, four key pillars stand out: ICP, Messaging/Positioning, TAM, and Company Goals. These need to be in sync for success.

Start by triangulating between ICP (who exactly are you targeting), Messaging/Positioning (why should they care), TAM (is there enough market to go after), and Company Goals (does this align with where leadership is taking the business).

If your ICP is off, you’re chasing the wrong customers. If your messaging doesn’t resonate, you’re losing deals. And if your TAM is too small or doesn’t align with your company’s vision, growth will be stunted from the start.

Get these pillars locked in and aligned—everything else builds from there.

This is an excellent question! Planning a GTM strategy for B2B enterprises requires a tailored approach that accounts for longer sales cycles, multiple decision-makers, and complex buyer journeys. Here are the key pillars to prioritize and the frameworks to guide your strategy:

1. STP: As you mentioned, the STP framework is the foundation. For enterprises, pinpointing top-performing segments is a game-changer—it shapes pricing strategies, prioritizes key features, and tailors relevant solutions for each segment. Add to that a strong value proposition and differentiated positioning, and you're well on your way to earning stakeholder buy-in.

2. Customer journey mapping: Enterprise buying journeys are lengthy and involve multiple stakeholders. I map each step of the journey, from awareness to post-purchase, for every segment which allows me to predict buyer behaviors and craft tailored marketing, sales, and CS initiatives. (Pro tip: this template from Hubspot is great for this)

3. Sales enablement: B2B Enterprise GTM isn’t just about arming your internal sales team; it’s also about empowering prospects to champion your solution internally. Aligning sales materials with the customer journey is key, and the SPICED sales framework has been a game-changer for me. It focuses on understanding the Situation, Pain points, Impact, Critical events, Decision-making process, and ROI to connect with enterprise buyers on a deeper level.

4. Partnerships: Strategic partnerships go hand in hand with demand generation. In the enterprise world, leveraging key partnerships—whether through integrations, channel partners, or co-marketing—can massively expand your reach.

5. Metrics and KPIs: Setting measurable goals that are aligned with your company goals is critical. I always ensure acquisition, conversion, and retention objectives are clearly aligned with every GTM activity.

Enterprise GTM success boils down to understanding your audience's complexities and tailoring a strategy that aligns with their unique decision-making processes.

P.S. I’m a big fan of the RACI framework—it’s my go-to for keeping stakeholder management seamless and effective at every stage of the GTM strategy!