Why You Should Launch a Local GTM Nights Chapter
Why You Should Launch a Local GTM Nights Chapter
Cement Your Position as a Thought Leader: Drive Industry Innovation and Revenue Alignment through GTM Nights
Launching a GTM (Go-to-Market) Nights chapter in your city is a strategic move that can provide immense value for both RiteGTM and the local community of go-to-market professionals. Given that GTM Nights is already a premier networking event, having a local chapter would extend its reach and influence. The rationale for this move is particularly strong when you consider the evolving landscape of how marketing, sales, and customer success are increasingly converging under one revenue department for better alignment and execution.
The Importance of Converging Revenue-Generating Departments
The traditional silos that have separated marketing, sales, and customer success are gradually breaking down, thanks to the integration of technology and data analytics. According to Forrester Research, aligned organizations achieved an average of 32% annual revenue growth, while less aligned companies reported an average of 7% decline in revenue. This demonstrates a critical need for departments to work in tandem rather than in isolation.
Marketing
In the new model, marketing is not just responsible for lead generation but also plays a crucial role in customer retention and advocacy. According to Gartner, 80% of a company’s future revenue will come from just 20% of its existing customers. So, marketing teams are increasingly tasked with 'customer marketing' in addition to prospect marketing.
Sales
The role of sales is also changing; it's no longer just about closing deals. Sales teams are increasingly integrated into the customer journey, providing insights that are useful throughout the customer lifecycle.
Customer Success
Customer success has become a revenue center rather than a cost center, tasked not just with customer onboarding and support but also with identifying opportunities for upsell and cross-sell. According to a report from Totango, companies with customer success teams have seen an increase in customer lifetime value by up to 25%.
The Role of GTM Nights
Creating a GTM Nights chapter in a new city would serve as a platform to discuss these industry shifts and best practices. It provides an arena for professionals in these converging roles to learn from each other, share insights, and essentially speak the same 'revenue language'.
Recommended Steps for Launching a GTM Nights Chapter
Market Research: Conduct a market study to identify the density of SaaS companies and go-to-market professionals in the city.
Stakeholder Engagement: Partner with local business associations, incubators, and co-working spaces to gauge interest and sponsorship opportunities.
Venue and Logistics: Select an accessible venue that can accommodate the expected audience and facilitate networking.
Content Strategy: Plan the topics and speakers for the first few meetups, aligning them closely with the theme of departmental convergence for revenue growth.
Promotion: Leverage RiteGTM's existing channels, such as the GTM Vault newsletter, Meetup groups, and Eventbrite, to promote the new chapter.
Launch Event: Host a launch event featuring high-profile speakers to generate buzz and attract a large initial audience.
Feedback and Iteration: Collect feedback after each event to continuously improve and ensure that the discussions are aligned with market needs.
Launching a GTM Nights chapter under this strategic lens not only enhances the brand equity of RiteGTM but also contributes meaningfully to the industry’s evolving needs. It serves as an accelerator for companies to realize the full potential of aligning their marketing, sales, and customer success departments for maximum revenue impact.