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Stephen Redwood’s clients have been asking questions about how operating models will change post pandemic and how to accelerate time to market. He collaborated with Colin Taylor, to identify six priorities to focus on when rethinking your go-to-market (GTM) model.  

Cross-functional synchronization and alignment around a unified go-to-market approach is uncommon but has great value. Transforming your go-to-market approach can increase brand value, optimize growth investments, empower sales teams and accelerate time-to-revenue. This article discusses six tips to realizing this latent value in your organization:

Information in this article includes:

• Minimize your limiters (decision making and hand-off hold-ups) and maximize your accelerators (streamlined processes, formal collaboration mechanisms, clear accountabilities)
• Build a single company-wide model to establish a trusted and consensus view of all the interlocked go-to-market activities working together
• Clarify accountabilities and devolve decision making closer to hand-offs across the business system
• Build a company-wide, shared sense of accountability into processes and KPIs. Establish cross business communities that bring together critical silos at the intersections of hand-offs
• Adjust goals, provide training, communicate continuously, and keep leaders on point
• Establish oversight mechanisms to ensure the system is continuously updated to keep it relevant

Read the full article, Why is our go-to-market so inefficient and slow?, on LinkedIn.