iTech Series Unplugged Interview with Connor Clancy

1. Mastering GTM for Growth: Insights with Connor Clancy from Workday Effective go-to-market (GTM) strategies have become essential for business growth, particularly in today’s competitive landscape. Connor Clancy, a growth strategist at Workday, shares insights on how companies can successfully implement GTM strategies through cross-functional collaboration, amplifying the voice of the field, and crafting relevant customer incentives. This guide distills Clancy’s views, offering actionable strategies to drive growth and improve GTM outcomes. What Makes a Successful GTM Strategy in 2024? A successful GTM strategy in 2024 isn’t solely about product features or price competitiveness; it’s about how well a business can align its efforts to solve real customer challenges. According to Clancy, a successful GTM strategy begins with customer understanding and must be supported by cross-functional collaboration that unites teams around a shared mission. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

2. To achieve this, marketing, sales, customer success, and product teams need to be in lockstep. Clancy emphasizes that each department brings valuable insights that contribute to a comprehensive view of the customer’s needs and pain points. This alignment allows for quicker adaptations, especially as customer preferences change. When teams work together, they can streamline GTM execution, ensure brand messaging consistency, and increase the speed of delivering customer solutions. How Does Cross-Functional Collaboration Drive GTM Success? In B2B organizations, cross-functional collaboration enables smoother execution of GTM plans, helping ensure that every part of the organization works toward the same goals. Clancy describes collaboration as the "glue" that unites different perspectives, allowing teams to make informed decisions that drive growth. For example, marketing teams contribute customer insights, while sales teams offer feedback on lead quality and closing strategies. Customer success teams share knowledge of ongoing customer pain points, which can influence new feature rollouts or service enhancements. This communication helps the organization adjust to market shifts faster, ultimately leading to a cohesive and effective GTM strategy. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

3. By establishing regular cross-functional meetings and shared performance metrics, companies can align their efforts, respond more quickly to market changes, and ultimately deliver a superior customer experience. Why is the “Voice of the Field” Essential to Growth? The voice of the field refers to the invaluable feedback from sales and support teams who interact directly with customers. These insights can reveal customer expectations, preferences, and common pain points that might otherwise go unnoticed. According to Clancy, incorporating the voice of the field into GTM strategies helps tailor solutions to meet specific needs. For instance, feedback from sales teams might reveal customer hesitations or feature requests, while customer success teams can shed light on what keeps customers satisfied and loyal. By incorporating these insights into GTM strategies, businesses can make adjustments that resonate with customers and anticipate their needs. This information flow empowers product and marketing teams to refine offerings, ultimately resulting in improved customer acquisition and retention rates. Continue:- https://itechseries.com/interviews/unlocking-gtm-and-growth-success-with-connor-clancy-from-workday/ © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

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