Our inaugural Go‑to‑Market Transformation Summit is officially in the books! We kicked off this series in ANNUITAS’s hometown of Atlanta at the Grand Hyatt in Buckhead. The packed house was a great mix of go-to-market experts, growth leaders and executives — all with the same goal in mind: discovering new ways to accelerate go-to-market transformation for their organizations and digging into why it is that the best-laid go-to-market strategies ‘tend to fall apart in execution.’
ANNUITAS CEO Adam Needles set the tone by outlining what we are calling a new “Go‑to‑Market Operating System” that better aligns demand experience (or “DX”) across the entirety of the pre-and-post sale customer journey. The new business reality is that growth leaders must orchestrate engagement across the full journey — or risk the consequences. To succeed with this, you need a scalable approach to operationalizing every element of go-to-market — people, process, content, technology and data — around customer lifecycle. Needles also highlighted the critical role that Conversation Track Architecture plays — creating a scalable basis for segmentation and personalization as we improve orchestration.
We heard some great case studies from Michael Donohue (currently CMO at Lakeside Software) about building a perpetual Growth Engine, and from Asmita Singh, CMO at BARBRI Global, about constructing a multi-channel, full journey engagement model. The day ended with a lively panel discussion, wherein we both launched the ANNUITAS Chief Growth Officer’s Handbook and debated this role. Is it an individual role? Is it a committee? So many great ideas shared in the panel by Ellen Kindley, Chief Transformation Officer at Keyfactor; Elizabeth Halkos, COO at Vivlio Health; Lauren Goldstein, GM at Winning by Design and ANNUITAS CEO Adam Needles.
For those of you who were fortunate enough to be with us in Atlanta — thank you for all of your great questions and interactions before, during and after the sessions! And for those of you looking to get a better idea of the topics and concepts – you can download the digital version of the Chief Growth Officer’s Handbook today right here.
And for those of you not in the Atlanta area — fear not, the Go‑to‑market Transformation Summit is hitting the road! Our next stop is September 20th in Boston, at the Westin Copley Place. If you’re in the greater Boston area, be sure to register today to save your spot for what is sure to be a standing room-only event.
So, adios for now to Atlanta, and on to Boston!
