7 ways to make your go-to-market motion ready for the future

Today, the growth and commercialisation of products and innovations are becoming increasingly vital. To ensure your go-to-market strategy is ready for the future, Finnish growth leaders from organisations like Admicom, Cadmatic, and Kasvuryhmä shared their insights at an event organised by MarkkinointiKollektiivi and Valve.

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Here are seven key learnings that emerged from the discussions.

1. Curiosity, continuous learning and humility

Possessing an open mind, a willingness to learn, and the ability to unlearn outdated beliefs are important qualities for success. By cultivating curiosity and a thirst for knowledge, businesses can stay ahead of the curve and adapt to market trends quicker. Moreover, continuously seeking out customer insights and understanding their journey and buying process are essential for maintaining relevance and meeting their needs effectively.

2. Customer-centricity and value proposition

In Finland, there tends to be a predominant focus on product investments over the development of effective go-to-market strategies. Mikko Marsio, Chief Revenue Officer at Cadmatic and Board Member at Qt Group, shed light on the disparity between American and Finnish B2B SaaS companies regarding investment in sales and marketing personnel (40% vs. 10-15%). To thrive in international competition, Finnish companies must shift their focus towards customer-centric efforts by creating and communicating the tangible benefits their offerings bring to customers. By effectively articulating their value proposition and commercialising their key competitive advantages, businesses can establish a stronger foothold in the market and drive growth.

3. Make it easy to buy

With millennials increasingly occupying decision-making roles, the purchasing behaviour of businesses is undergoing a transformation. Companies must adapt to these changes by simplifying the buying process, particularly in digital channels. However, it's essential to recognise that face-to-face interactions still hold significant value in building trust and fostering meaningful relationships with customers. Striking a balance between digital convenience and personalised engagement is crucial for success in today's marketplace.

4. Unified funnel, KPIs, and processes between sales and marketing

Effective collaboration between sales and marketing teams is essential for driving success in go-to-market strategies. By aligning their goals within a unified funnel and establishing clear KPIs and processes, organisations can streamline their operations and ensure a cohesive customer experience. This alignment prevents finger-pointing and facilitates seamless coordination between departments, ultimately driving improved outcomes and growth.

5. Calculate the ROI of go-to-market

To justify investments in go-to-market efforts, growth leaders should quantify the return on investment (ROI) and demonstrate how these initiatives contribute to overall business growth. By analysing the impact of marketing and sales activities on revenue generation and customer acquisition, organisations can make data-driven decisions and optimise resource allocation for maximum impact.

Watch the full event recording:


6. Platform, data governance, and ownership

Ensuring alignment between marketing and sales requires operating under the same platform to promote clarity and transparency. Clear data governance and ownership are essential for maintaining data quality and integrity across the organisation. By establishing standardised processes and protocols, businesses can enhance collaboration and decision-making while minimising the risk of errors or inconsistencies in data management.

7. Data-driven decision-making and dashboards

Access to high-quality data is paramount for informed decision-making and effective management of growth initiatives. By leveraging both quantitative and qualitative data, businesses can identify key insights, detect emerging trends, and address bottlenecks proactively. Utilising dashboards and analytics tools enables organisations to visualise performance metrics and track progress towards strategic objectives, empowering leaders to make timely and impactful decisions.

In addition to these insights, fostering a culture of change management and leadership is crucial for driving sustainable growth. By prioritising employee engagement and involving them in the development of joint go-to-market strategies, businesses can harness the collective expertise and creativity of their teams to navigate challenges and capitalise on opportunities effectively.

If you wish to get deeper with these insights, book a meeting with Max Nyman (VP, Enterprise Business)