What's Broken in GTM and How to Fix It
Exploring the key go-to-market challenges that SaaS organisations face and how to overcome them to ensure success.
What's Broken in GTM and How to Fix It
Summer Cognoscenti Interview: Nicky Briggs
Episode 24: Nicky Briggs – Portfolio 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 and Simon reflect on how quiet is around these parts right now and whether the summer lull will come to an end sooner…or later! Decisions have to start being made at some point, they agree.
The Summer Cognoscenti Series reaches its finale this week and our guest is Nicky Briggs, VP, Principal Analyst at Forrester Research. Here’s the TL;DL (“ Too Long; Didn’t Listen)”) in case you don’t have time for the whole episode: In our conversation with Nicky, we unpack ABM evolution, we define what portfolio marketing's growing role actually is, and how we close the loop between strategy and execution in those spaces.
Listen on as Nicky tells us about her beginnings as a pioneer ABM practitioner and analyst before making the switch to portfolio marketing. She emphasises the strategic nature of ABM when properly executed and highlights how portfolio marketing helps unify fragmented efforts across go-to-market. A surprising finding from the most recent Forrester portfolio marketing survey though is just how much is being thrown at portfolio teams. Nicky also notes the growing influence of AI on buyer behaviour and marketing execution, as well as making the observation that many ABM tools are rebranding as GTM or revenue marketing platforms. She also critiques the inefficiencies in content creation and product launches, advocating for a more intentional, research-driven approach. Looking ahead, Nicky sees portfolio marketing as a strategic linchpin in go-to-market, provided it maintains focus and avoids becoming overburdened by all those additional executional tasks.
Other mentions in this episode:
Nicky’s Call For Zero-Waste B2B Marketing blog post
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