What's Broken in GTM and How to Fix It ep22: David Meyer
What's Broken in GTM and How To Fix It
Louis Fernandes and Simon Daniels explore key SaaS go-to-market challenges and how to successfully overcome them.
Episode 22: David Meyer, Clarify B2B - real-world insight from navigating the frontline tensions between sales and marketing.
Welcome What's Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.
Louis is in Cornwall, where his son is attending a ski chalet hosting course. While there, word has reached him that he has achieved the status of ambassador for Winning by Design's revenue architecture. Simon and Louis agree that the Ferrero Rochers are now on him!
This week the Summer Cognoscenti Series guest David Meyer is co-founder and CRO at revenue optimisation agency Clarify . Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: David sits at the intersection of sales, marketing, and pipeline in a way few others do. As the CRO of a demand generation agency he sells to marketing, but delivers results for sales, especially in large, complex enterprise tech environments. Expect some real-world insight from someone who's spent 22 years navigating the frontline tensions between sales and marketing.
Listen on as David shares his unconventional path into sales (aka a degree in marine biology!), before going on to discuss the challenges and nuances of aligning sales and marketing functions, and the importance of shared language, trust, and metrics. An important element of this is to act as a translator between sales and marketing to bridge cultural and linguistic divides, such as terms like “enablement” that mean different things depending on who you ask! David also highlights the importance of talent development and equipping teams with the right tools and processes to succeed in high-variance, high-stakes sales environments. In particular, he looks for signs of "fellowship" and "authority" when developing talent. And we also make an audacious bid to add a fourth “C”, context, to Andy Champion’s “Three C’s” (discussed last week)!
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CMO | B2B | Trusted Advisor | Creator of ART (Awareness, Revenue & Trust)
2moHi chaps - Nice, lots of good stuff, but a really good point about the cost of AI, that it's currently sold at a loss to build adoption, but at some point the hammer will drop, prices will rise, and some of the use cases that we have now will become less viable. And, of course, what these tools could do 6 months ago is way behind what they can do today, or in 6 months. And yet companies are making hiring and resource decisions without considering uncertainty about price and capability. And the comparison with LinkedIn, spot on - there was a golden age when this was free and they just wanted adoption - suggest we are in a golden age with AI. Food for thought 🤔 - thank you!