Is your new strategy for 2023 to do the same thing. In a recent survey by Go-to-Market Pros, many sales and marketing executives are doing exactly that or just doubling down on past programs
Rationale is:
-We have revenue potential to continue last year's plan
-We are better set up to replicate our 2019 plan than create anything new
-Competitors are doing similar things, so we must be on track
-We do not have the time, energy, or budget to try new things
-Our sales and marketing leadership team is risk-averse and prefers program duplication with well-known results
-We are not that interested in "Net New Prospect Meetings", we all the business we need with current customers or the current pipeline.
The problem is:
-B2B Buying is changing dramatically
-Inbound marketing performance backed by BRDs is producing lesser results, the "Inbound Marketing" methodology is tired
-Sales and Marketing technology is exploding content clutter and buyers are disengaging
-Best-in-Class competitors are rapidly evolving, testing, and trying new things
-Vendor differentiation is getting harder
-Enhanced value add is now required to secure enterprise meetings