3 Ways to Boost Revenue Growth with an Integrated GTM Engine

In today’s competitive business landscape, revenue leaders are constantly searching for innovative strategies to propel revenue growth. One approach that has gained considerable recognition is creating an integrated Go-to-Market (GTM) engine. A well-designed GTM engine encompasses a comprehensive set of processes, tools, and strategies that empower sales organizations to drive success by aligning marketing and sales efforts. 

Research from Gartner shows that organizations that align cross-functional KPIs are nearly three times more likely to exceed their new customer acquisition targets. In today’s tough economic market, fostering collaboration within an organization is increasingly important to meet revenue goals and stay ahead of the competition.

One of the key components of an effective GTM engine is a sales engagement platform, which provides the automation, collaboration, and visibility required to meet these important objectives. In this article, we will explore three impactful ways an integrated GTM engine boosts revenue growth when paired with a sales engagement platform. 

1: Gain Better Visibility into Sales Activity

An integrated GTM engine facilitates efficient sales processes by aligning revenue-generating teams, such as sales and marketing. By integrating various functions and departments and improving visibility into all revenue-generating activities, companies can improve collaboration and alignment. In today’s data-driven world, visibility of sales performance data is imperative for revenue leaders to make informed decisions and accelerate revenue growth. 

Achieving alignment between marketing and sales is not without its difficulties. According to the  2021 Forrester Report “The State of CRM,” nearly 50% of surveyed business leaders reported that not all departments use the same CRM system. The report goes on to state: “The top challenges that employees described are poorly integrated tools across teams and difficulty sharing information across teams.”

Don’t wait until EOQ to find out which sales reps aren’t hitting their number. By equipping your GTM teams with a sales engagement platform, you can get better visibility into sales activities by ensuring all of your reps’ activities are logged to your CRM through seamless activity capture. By automating manual tasks such as activity capture, you decrease the potential for human error and data discrepancies and ensure that critical sales data doesn’t slip through the cracks. 

A Salesforce-native sales engagement platform eliminates the need to sync between two systems, so your organization’s sensitive and proprietary data remains secure in one system of record, Salesforce. Not only does having a single source of truth ensure that all GTM teams are making decisions and conducting outreach based on the same information, but the elimination of data latency and sync errors also makes sure that they are always working with the most current data.

With a sales engagement platform that automatically logs emails, calls, transcripts, and other activity data to a single source of truth, sellers don’t have to spend time and energy on manual tasks like updating fields, and revenue leaders can spend less time worrying about clean data and more time analyzing results. 

A sales engagement platform allows GTM teams to dig into sales metrics to see what is and isn’t working, collaborate on best practices, and coach sellers to revenue success. It can also facilitate a faster handoff of marketing leads to sellers through automated processes, such as the ability to auto-import leads and contacts into Flows based on certain criteria. 

With more data on hand, marketing and sales leaders can figure out where sellers are spending their time, identify pitfalls, and develop streamlined sales processes so sellers can focus on building relationships with buyers, providing tailored solutions, and closing deals.  

2: Control Sales Messaging

While you want your sellers to be creative and personalize their messaging, you don’t want anyone straying too far from approved messaging. Sticking to messaging that is proven to work will boost revenue and protect your brand. And while it is important to standardize messaging, good teams respect “the art of sales” and allow sellers to personalize within their team-wide messaging frameworks to drive the best results. 

With a sales engagement platform in place, GTM teams can work together to control and optimize sales messaging and replicate successful strategies. The days of marketing and sales teams working in silos are over. GTM teams can use a sales engagement platform to standardize pre-approved, compliant templates and sales sequences. But that’s just the start. Sales leaders can also use A/B testing within the platform to identify which message flows work best and which need fine-tuning. 

When you are able to control the messaging used by revenue teams, both the individual reps and GTM leaders can better understand the performance of email templates and call scripts to perfect top-performing messaging. These data insights allow GTM teams to identify what messaging resonates with which audiences and standardize on what’s working for consistent and predictable pipeline generation. 

3 Understand Marketing Revenue Impact

An integrated GTM engine builds out the processes needed to understand what activities are driving pipeline and revenue, and creates a closed-loop ROI. With a sales engagement platform in place, GTM leaders are able to see metrics and performance by rep, Flow, or Campaign. This also helps mitigate the risk of reps blaming bad marketing leads for their poor performance in a world where a “staggering 62% of sales and marketing organizations use different definitions for a qualified lead.”

Basic Open/Click/Reply data is helpful for fine-tuning messaging, but the real insights come when you can tie your Flows, sales plays, and processes to your business’ success metrics; be that a Positive Conversation, a Booked Meeting, or (the holy grail) an Opportunity Created and/or Closed-won.

With this data on hand, it becomes easy to know what activities drive outcomes. With detailed insight into multi-step sales sequences, revenue teams can easily understand what’s making a true difference, not just vanity metrics like total number of calls made or leads generated. Stop arguing about which team is driving revenue success or what the ROI of cross-functional initiatives such as ABX, events, or webinars is. Having a sales engagement platform as a foundational element of your integrated GTM engine will enable your org to determine the impact that marketing has on revenue. 

Conclusion

In an April 2022 global survey of 481 executives by Harvard Business Review Analytic Services, 85% of the respondents said that “an effective go-to-market strategy is important to the success of their organization.” 

In today’s digital age, harnessing the power of a sales engagement platform as part of your integrated GTM engine is essential for businesses seeking to boost revenue growth. With a sales engagement platform like Groove, GTM teams can achieve better visibility into sales activities, control sales messaging, and finally understand marketing revenue impact to gain a competitive edge in the market. 

Learn more about how you can optimize your GTM engine with Groove. Request a demo today!