Building Your Go-To-Market Team Around Your Customer’s Journey
Is this the end of the Sales Funnel, and rise of the Customer Journey Circle?
Why do some businesses have consistent success with Go-To-Market (GTM) team alignment when others fail – sometimes having similar products or services?
Most SaaS companies have their Go-To-Market teams set up focused on a model based in siloes. Marketing -> SDR -> Sales -> Customer Success.
Problem is, customers don’t care about the structure of your company.
They care about products or services that solve problems, offer value, and make their life better in some way. Not about how you set up your process.
You know the feeling: you start exploring a SaaS solution. You fill in a form or set up a free trial. An SDR calls you, asks a bunch of questions. You feel like you’re being interrogated. Then you have to take another call with an AE, who was late for the call and asks all the same questions. Then you have to take another call with a Solutions person, who actually knows what they’re talking about but ends up asking all the same questions again.
At this point…. you tuned out. They want to set up more meetings but at this point you’re over it.
They forgot the main impetus for you reaching out in the first place: to solve a problem.
When a business looks at a customer through a self-focused lens, the interaction feels more like they’re being forced into your process, versus receiving the value they need from you.
Without a deep understanding of the customer journey, it’s difficult to align to provide the value customers expect and to provide a seamless experience.
They made the experience all about them and not you and your problem.
The way you need to structure your GTM team is not about you, it’s about the customer.
A Customer Journey Map Can Help You See the Bigger Picture
How do you avoid this and get better results. Where do you start in mapping the journey, and aligning your GTM team to support it?
That effort starts by sketching out a timeline or map that shows each stage of the customer’s experience.
Any time a consumer encounters your brand will add a step to the journey. These touchpoints include any interaction with your company, ranging from how they see you on social media to your website. Additional touch points might include online reviews, peer community interactions, your sales process, and your email marketing messages.
What are they doing at each step – from identifying a problem, to interacting with you, to becoming a customer, to staying a customer and expanding their relationship? What feeling do you want them to have in the journey?
Mapping Your GTM Team to the Customer Journey
After you’ve mapped out the customer journey, build your GTM team around it in a circle, versus a funnel or vertical diagram. Hubspot has a version of this here, they call the The Flywheel Model.
Your goal now is to expand the size of the circle. The more you sell, the bigger the circle becomes.
Start with your brand promise- how do we want people to feel about their experience working with us? Build your brand marketing programs around that. Measure success based on the seamless experience of brand from discovery,to interaction (SDR) and hand-off to Sales/Success.
Once customers are raving fans, Success and Marketing then work together to increase that loyalty and create more leads.
Around and around it goes. Ever expanding, always with the customer in the middle. Not your process or your system, the customer.
The better you are each stage of the circle, the larger it expands.
The GTM Organization
If your GTM team is still contained in individual units or struggling to communicate with one another to discover the customer journey, Tenbound can help with our Alignment workshop.
Leave a comment and let me know what you think.
Subscribe to the Tenbound Blog for the latest research releases, Sales Development thought leadership and best practices.
Related Articles
-
Published On: April 9, 2025Introducing the Sales Tech Spotlight Launch Package from Tenbound, your strategic launch pad to elevate your brand within the Sales [...]
-
Published On: April 9, 2025by David Frankle of Nayak.ai , Tenbound Expert Network Introduction This collection of prompts aims to showcase the power of [...]
-
Published On: April 9, 2025Observations on Version 9 – Download here Lasted updated The Sales Development tech space is growing leaps and bounds. The challenge [...]
The Latest Tenbound Articles
The landscape of sales automation is evolving rapidly, with AI-driven innovations reshaping how businesses engage with prospects, optimize outreach, and close deals. Here are the top trends in sales automation [...]
Introducing the Sales Tech Spotlight Launch Package from Tenbound, your strategic launch pad to elevate your brand within the Sales [...]
by David Frankle of Nayak.ai , Tenbound Expert Network Introduction This collection of prompts aims to showcase the power of [...]
Observations on Version 9 – Download here Lasted updated The Sales Development tech space is growing leaps and bounds. The challenge [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal [...]
[...]
Sales Efficiency is a critical Key Performance Indicator (KPI) in the Software as a Service (SaaS) industry. This metric provides [...]
For over two decades, the Software-as-a-Service (SaaS) model has dominated the tech industry, including Sales and Marketing Technology. Businesses of [...]
Apollo.io has unveiled Apollo Labs, a cutting-edge sales prospecting solution that integrates AI-powered SDRs, outsourced sales development, and Clay-based [...]
On this week’s Leaders in Sales Development blog series we have Jimmy Chen, Director of WW Sales Development at [...]
The Voice of the Customer (VoC) is a critical concept for businesses seeking to understand and meet the expectations of [...]
The Tenbound Expert Program is an exclusive, network for top GTM Executives in B2B SaaS. Elevate your professional skills, expand [...]
The landscape of sales automation is evolving rapidly, with AI-driven innovations reshaping how businesses engage with prospects, optimize outreach, and [...]
Top Trends in RevOps Today 1. Data-Driven Decision-Making Companies are investing heavily in tools and practices to unify data from [...]
In today’s competitive business landscape, Sales Technology software has become a must-have for organizations aiming to streamline operations, enhance [...]
The ideal number of cold calls an SDR (Sales Development Representative) should make daily depends on various factors, such as [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]
DocketAI has a bold insight: only 7% of true sales knowledge is documented and shared effectively. The remaining 93%—tribal knowledge and tacit expertise—lives in Slack threads, Zoom calls, and the [...]