Turning Marketing into a Revenue Knowledge Center

Who owns the go-to-market strategy, and why is the correct answer marketing?

Before you get into the octagon to fight this out, it’s important to look at your revenue and the GTM strategy through a different lens.

Luckily, Christina Del Villar — author of Sway: Implement the G.R.I.T. Marketing Method to Gain Influence and Drive Corporate Strategy — is an expert in helping marketers create and own their GTM strategy.

What we talked about:

• The G.R.I.T. marketing method
• Getting rid of the grey areas of dollar attribution
• Turning marketing into a revenue knowledge center
• Why marketing should own the go-to-market strategy

“Marketing is the backbone of every company. And yet, we get very little credit, and we also have a really hard time showing our results and impact.”

Christina Del Villar — author of Sway: Implement the G.R.I.T. Marketing Method to Gain Influence and Drive Corporate Strategy

The G.R.I.T. Method

Central to Christina’s book is what she calls the GRIT method. The GRIT method is a methodology for marketers and how they interact with the go-to-market strategy. What does it stand for?

• GTMG is for GTM. Plain and simple, marketers need to have more participation in developing and implementing this strategy.
• Repeatable, Predictable & Measurable
• R signifies the stage where you take a look at the content and program strategy. Are you being smart about the programs you’re developing? Is the content you’re producing built to last? Can you write a single pillar piece of content and leverage it over the next year for a hundred different things?
• The important thing is that your content is repeatable and has a long shelf life.
• IntentionThe I is about making sure that you as a marketer are laser-focused with your time and attention. You’ve got to craft your day down to the minute so that you’re only giving your focus and attention to the things that matter.
• Tools & TechnologyT is for tools, the things that make the program run. Whether it’s defining the program, running the campaigns, or measuring the success rate, marketing has a massive responsibility for tools and technology.

The Revenue Knowledge Center

The truth is, marketing already owns revenue — 100% of it.

Whether it’s helping define features and functionality, pricing and bundling, top of the funnel, or the website, marketing owns it all.

Of course, sales and customer success play vital roles, but marketing has the best understanding of where the revenue is coming from at the end of the day. What levers need to be pushed or pulled, and what needs to be adjusted.

Marketing should consider themselves as the team within an organization that can help catapult and exponentially increase revenue.

Now that you know how to market with GRIT, are you ready to take a deeper dive into the role data should play in your organization, or learn all about sales enablement 3.0? Check out the full list of episodes: The B2B Revenue Executive Experience.