ANNUITAS

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ANNUITAS Predicts – How Go-to-market Will Transform in 2024

ANNUITAS

Go-to-market strategy and execution is rapidly evolving – driven by a combination of customer drivers, technology innovation and changing organizational strategy. 2023 was a pivotal year, and ANNUITAS expects much to change in 2024. Here are the top three ‘predictions’ for how the go-to-market discipline will transform in 2024: #1 – Random Acts of Marketing and Sales Acquisition Will Hit a Breaking Point; Orchestrated, Customer Journey-centered Go-to-market Will Finally Become the Standar

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What Does Drift’s Re-Positioning as a “Buyer Engagement Platform” Mean for New and Existing Users?

ANNUITAS

Drift considers itself a pioneer in “Conversational Marketing,” but it recently has begun to pivot its positioning, now referring to itself as a “Buyer Engagement Platform”. What does this repositioning mean, and what are some of the product developments Drift is delivering to support this repositioning? GTM Implications Drift is taking a page from Simon Sinek , embracing the “Why” with the re-positioning of its platform.

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Recap: Debating the Efficacy of the CMO at the Boston GTM Transformation Summit… And Looking Forward to RDU

ANNUITAS

Our Go-to-Market Transformation Summit roadshow continued this past month in Boston, with a strong group of attendees joining us for an afternoon of debating how to build a repeatable, scalable go-to-market and making the shift from ‘random acts’ to perpetual Growth Engines. The Westin Copley Place was the perfect venue, and we had a curated cross section of marketing, sales and commercial leaders to roll up their sleeves and discuss what it really means to build a Converged Growth go-to-market

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Salesforce Deepens AI Integration, Targets Employee Productivity for Initial GTM Enhancements

ANNUITAS

Salesforce recently made some big announcements about its AI Cloud and how it was going to augment the capabilities of each of its other clouds, especially its Sales, Marketing, Service and Commerce clouds. But at its last month’s Dreamforce event in San Francisco, the company took the AI concept and ran with it — with AI being the central theme of this year’s conference.

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AI and Full Journey Support Highlight HubSpot’s Latest Moves

ANNUITAS

HubSpot recently held their annual Inbound user conference in Boston. At the conference the marketing automation company, turned CRM company … now turned “Customer Platform” company, revealed more about their platform, including how AI and “Smart CRM” will make their platform more powerful for everyday users. In addition to the product news, the company just keeps on growing, announcing an impressive milestone of 100,000 customers this year and more than $1 billion in recurring revenue.

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Customer Experience (CX) Vs. Demand Experience (DX): Why CX Is an Outdated Prologue for Optimizing Go-to-Market (GTM) Execution

ANNUITAS

Often in business the greatest challenge lies in problem definition — i.e., defining the problem you need to solve, instead of just attacking immediate problems. We see this challenge in the approach many organizations take to optimizing their go-to-market (GTM) programs. Executives — who have a fiduciary responsibility not only to optimize their budgets, but also to dig into the root cause of performance challenges — miss the mark by attempting to optimize commercial execution through the lens

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Accelerate Your GTM Transformation: The Chief Growth Officer’s Handbook is Here

ANNUITAS

Many of you have been following our thoughts on the blog surrounding two main concepts: the office of the Chief Growth officer , and the importance of approaching go-to-market via a Converged Growth lens. These two concepts are integral in transforming your go-to-market form traditional, “random acts” mode into a more predictable, scalable perpetual Growth Engine.