Sangram Vajre says most B2B companies don't have a marketing problem, a sales problem, or a product problem. They have a go-to-market problem.
In this episode of Beyond B2B Marketing, host Lee Odden talks with Sangram Vajre, CEO of GTM Partners, Wall Street Journal bestselling author of MOVE, and the operator who helped pioneer account-based marketing at Pardot and Terminus. The conversation is a clear-eyed look at why go-to-market alignment, not more leads, decides which companies grow and which stall.
Sangram makes the case that the CEO owns go-to-market as a transformational process, not a campaign, and explains why 68 to 78% of the go-to-market leaders his firm surveys name a lack of clarity, not competition or AI, as the thing stopping them from hitting their numbers.
He also shares the data that reframes how B2B marketers should think about growth:
- Why systems beat goals: "people do not rise to the level of their goals, they fall to the level of their systems."
The Salesforce lesson on predictable revenue, where 80 to 85% of next year's number is already in the bank through retention and expansion. - A G2-sourced study showing a company that paused brand investment for a single quarter took four more quarters to recover its cost of acquisition, the evidence behind "brand drives demand."
- The NRR math most founders have never run: at 120% net revenue retention, you can double revenue every 3.8 years without adding a single new customer.
For B2B marketers being asked to prove brand's value, wrestling with lead-gen pressure, or trying to earn a strategic seat at the executive table, this episode connects trust, systems thinking, and revenue in a way that reframes the role of marketing itself.
Guest: Sangram Vajre, CEO, GTM Partners, Author of MOVE and ABM Is B2B
Host: Lee Odden, CEO, TopRank Marketing
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