4 Go-to-Market Plays to Drive More Revenue Faster in 2023

By Elizabeth Hilfrank

You blinked, and now 2022 is almost over.

Did you accomplish everything you wanted to?

This year operated at lightning speed, and we can’t expect 2023 to be any different. That’s why, if you’re planning to meet and exceed your revenue goals next year, you’re going to need a strategy. Because if there’s one thing we’ve learned, it’s that revenue waits for no one.

On this season of Revenue Talks, Drift’s VP of Revenue Marketing Justin Keller asked all of his guests what they’re focusing on to drive revenue as a go-to-market (GTM) organization. Through interviews with customer success, marketing, and sales leaders, Justin gathered a variety of best practices for GTM alignment, messaging, and measurement.

As a holiday gift to you, we’re giving you a sneak preview of what some of those best practices are. Here’s a teaser of the top tips from these never-before-released episodes so you can get a head start in the new year 👇

1. Communicate with Customers

Alright, so the truth is this episode is already live…but it was too good not to repeat.

When working with customers, communication seems like a no-brainer. But the customer-facing team at Workable has the data to back it up: In 2022, Workable’s SVP of Customer Services, Jess Meschino, found that the customers her team communicated with consistently were less likely to churn than those they spoke to less often.

Knowing that constant communication leads to better relationships with customers, Jess’ team sees communication as the key to revenue retention, and therefore expansion, in 2023. So, if you want to have a reliable influx of revenue and empower your customers to succeed in the process, start chatting with your customers — and don’t stop.

2. Take Time to Reset

Self-proclaimed marketing therapist Neil Cohen always leans on customer stories to inform his marketing consulting strategy.

And because priorities are ever changing — not to mention how the events of the past few years have thrown a wrench in nearly every plan — Neil believes 2023 is not the time to assume.

His advice: Take the time to regroup by consulting your customers and seeing what’s top of mind for them before developing your GTM strategy for the year. You may be surprised to discover new pain points your product could help them solve.

3. Focus on Value

With the uncertain state of the current economy, people are thinking even more carefully about every purchase they make.

Lisa McClure, Director of Sales Development, Commerce at Salesforce, doesn’t expect that to change right as the clock strikes 2023. That’s why her team is focused on making sure they’re communicating the value their product brings to their customers.

As you develop your GTM strategy for the new year, think about your own buying experiences. You wouldn’t spend money on things you’re not sure you’d see value from — so make sure the value of your solution is crystal clear to both you and your customers.

4. Put People First, Always

Every strong GTM strategy has the same common denominator: people. No one knows this better than Rakhi Voria, VP of Sales for Procore Technologies.

Rakhi has spent her career building out sales development teams at Microsoft, IBM, and now Procore. Working with individuals who are early in their careers has proven to Rakhi that, if you invest in your people, the revenue will come. That’s why she’s taking a people-first approach in 2023.

The short of it is that, when your people are excited to sell, they’ll sell better. Before you kick off 2023, make sure to get your own people excited about your product and brand. Then, they’ll go full speed ahead into the new year.

Final Thought

While I can’t help you figure out your New Year’s Resolution for the coming year, or why you gave up on last year’s resolution by the time February rolled around, I hope these tips can help you start your 2023 on the right (business) foot.

Because if there’s one thing we can predict for 2023, it’s that revenue will still talk.

Interested in hearing more from these leaders? Subscribe to Revenue Talks and be the first to listen when these episodes drop in the new year.

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