Liam Bateman, The Think Tank
A recent webinar from The Think Tank, in partnership with B2B Marketing, offered valuable perspectives on Go-to-Market strategies for marketing professionals. The collaborative session featured expert speakers including Liam Bateman from The Think Tank, Sarah Sutton (CMO at Send), and Sarah Roberts (Global CMO at Boldyn Networks).
The discussion provided a candid examination of the challenges many organisations face with GTM strategies. One particularly striking insight was how frequently businesses misinterpret what GTM actually entails – it extends far beyond a standard marketing plan.
Essential Insights for Marketing Professionals:
- GTM should function as a comprehensive business roadmap connecting marketing, sales, product teams and customer success
- The panel identified six fundamental building blocks necessary for a robust GTM strategy
- Despite ongoing efforts, the alignment between sales and marketing remains challenging – though marketing departments are well-positioned to drive improvement
- Developing a commercial mindset significantly improves the likelihood of securing C-suite support
- Emerging GTM trends worth monitoring include account-based marketing approaches, buying committees and the strategic use of intent data
A particularly concerning statistic revealed that only 1 in 7 organisations report strong alignment between their sales and marketing teams – a challenge that intensifies in larger enterprises.
For marketing professionals looking to enhance their GTM strategy or develop one from the ground up, the complete recording offers practical, implementable advice rather than purely theoretical concepts.
Have your organisation successfully implemented similar GTM approaches? What strategies have proven effective in your experience?
Watch the full recording of The Think Tank and B2B Marketing’s webinar here