GTM Workshop
A 30-day sprint culminating in a half/full day workshop that is designed to align the executive team on a pragmatic go-to-market strategy
GTM Workshop
A 30-day sprint culminating in a half/full day workshop that is designed to align the executive team on a pragmatic go-to-market strategy
GTM Workshop
A 30-day sprint culminating in a half/full day workshop that is designed to align the executive team on a pragmatic go-to-market strategy
Every opinion you hold is a hypothesis waiting to be tested. Every decision you make is a test waiting to be run.
-Adam Grant
Every opinion you hold is a hypothesis waiting to be tested. Every decision you make is a test waiting to be run.
-Adam Grant
Every opinion you hold is a hypothesis waiting to be tested. Every decision you make is a test waiting to be run.
-Adam Grant
A comprehensive, well executed Go-to-Market Strategy is the number one determinant to value creation for the firm.
It should, therefore, not be based on the opinions of the revenue team, regardless of their smarts or experience..
Yield’s GTM Workshop is designed to quickly align the senior leaders of the revenue on a holistic, integrated Go-to-Market strategy that is practical and capital-efficient.
The key to value creation is the compounding effect of well orchestrated and prioritized Go-to-Market motions.
We’ve seen it happen too many times. companies form their GTM plan without this data-informed foundation, only to find a year later that the plan falls short.
The real cost is not only the resource investment and time, but having to start the compound clock from zero.
That three year plan to reach your goals just became five
A comprehensive, well executed Go-To-Market Strategy is the number one determinant to value creation for the firm.
It should, therefore, not be based on opinions, formed by an incomplete knowledge of the ideal customer.
Yield’s GTM Accelerator gives you the depth of knowledge you need about your target customer to make confident, data-informed decisions on where to invest in Go-to-Market engine.
The key to value creation is the compounding effect of well orchestrated and prioritized Go-to-Market motions.
We’ve seen it happen too many times. companies form their GTM plan without this data-informed foundation, only to find a year later that the plan falls short.
The real cost is not only the resource investment and time, but having to start the compound clock from zero.
That three year plan to reach your goals just became five.
A comprehensive, well executed Go-To-Market Strategy is the number one determinant to value creation for the firm.
It should, therefore, not be based on opinions, formed by an incomplete knowledge of the ideal customer.
Yield’s GTM Accelerator gives you the depth of knowledge you need about your target customer to make confident, data-informed decisions on where to invest in Go-to-Market engine.
The key to value creation is the compounding effect of well orchestrated and prioritized Go-to-Market motions.
We’ve seen it happen too many times. companies form their GTM plan without this data-informed foundation, only to find a year later that the plan falls short.
The real cost is not only the resource investment and time, but having to start the compound clock from zero.
That three year plan to reach your goals just became five.
"Yield Group was the absolute best decision that we could make, short and long term, for our business"
-Brad Rush, CEO, RBJK Marketing
"Yield Group was the absolute best decision that we could make, short and long term, for our business"
-Brad Rush, CEO, RBJK Marketing
"Yield Group was the absolute best decision that we could make, short and long term, for our business"
-Brad Rush, CEO, RBJK Marketing
A Framework Not a Playbook
A Framework Not a Playbook
Yield’s Buyer Led Growth Go-to-Market Framework was developed in the real world working with more than 50 companies in the lower middle market.
It is not a prescribed playbook that only works if the situation is just right, but a flexible tool that guides companies to the critical inputs to Go-to-Market success.
Yield’s Buyer Led Growth Go-to-Market Framework was developed in the real world working with more than 50 companies in the lower middle market.
It is not a prescribed playbook that only works if the situation is just right, but a flexible tool that guides companies to the critical inputs to Go-to-Market success.
Yield’s Buyer Led Growth Go-to-Market Framework was developed in the real world working with more than 50 companies in the lower middle market.
It is not a prescribed playbook that only works if the situation is just right, but a flexible tool that guides companies to the critical inputs to Go-to-Market success.
That success starts with …
7 Components of Go-To-Market
7 Components of Go-To-Market
7 Components of Go-To-Market
All before day 30.
All before day 30.
In our experience, the most common mistake companies make when building a Go-to-Market plan is that teams start with a bunch of activities before grounding the plan in the fundamentals.
Do not confuse motion with progress.
Building a Go-to-Market engine that delivers repeatable, compounding results requires meticulously working through all 7 components.
Do not make decisions based on strong opinions and weak analysis.
This is where Yield shines. To prepare for the workshop, we review the key inputs to the foundation and facilitate the discussion to help your team get aligned and commit!
In our experience, the most common obstacle to Go-to-Market success is the lack of a deep, data-informed understanding of the customer portfolio.
Instead, decisions are made on strong opinions and weak analysis.
This is because companies most often lack the bandwidth, but also the expertise, to get to this depth of understanding.
Even if there was capacity, it might take months simply because of the daily demands on the team to run the business.
This is where Yield shines. We put our team of expert analysts to work to get to the GTM insights you need, fast!
In our experience, the most common obstacle to Go-to-Market success is the lack of a deep, data-informed understanding of the customer portfolio.
Instead, decisions are made on strong opinions and weak analysis.
This is because companies most often lack the bandwidth, but also the expertise, to get to this depth of understanding.
Even if there was capacity, it might take months simply because of the daily demands on the team to run the business.
This is where Yield shines. We put our team of expert analysts to work to get to the GTM insights you need, fast!
Segmentation
There is no average customer. Your customer base is a portfolio of segments. So we perform extensive cohort-based analyses across multiple vectors to get to the attributes and behaviors of the ideal customer that are hiding in plain sight!
There is no average customer. Your customer base is a portfolio of segments. So we perform extensive cohort-based analyses across multiple vectors to get to the attributes and behaviors of the ideal customer that are hiding in plain sight!
There is no average customer. Your customer base is a portfolio of segments. So we perform extensive cohort-based analyses across multiple vectors to get to the attributes and behaviors of the ideal customer that are hiding in plain sight!
Jobs to be Done
The “Jobs” for which customers “Hire” your product/service to solve evolve over time. This drift can lead to messaging that misses the mark.
Our Partners personally interview 10 +/- customers to expose these core “Jobs” that are the key ingredient to clarity.
The “Jobs” for which customers “Hire” your product/service to solve evolve over time. This drift can lead to messaging that misses the mark.
Our Partners personally interview 10 +/- customers to expose these core “Jobs” that are the key ingredient to clarity.
Buyer Dynamics
The structure of an organization and the department to which you sell can provide incredible predictive power when assessing problem/solution fit.
Our research helps make more visible the patterns that inform more reliable account targeting methodologies.
The structure of an organization and the department to which you sell can provide incredible predictive power when assessing problem/solution fit.
Our research helps make more visible the patterns that inform more reliable account targeting methodologies.
Positioning is for Customers, not Investors
Positioning is for Customers, not Investors
Positioning is for Customers, not Investors
Too many companies try to tackle Positioning without the structured insights provided by the first 3 steps. Proper positioning is more critical than ever in markets saturated with an abundance of competitive options.
Done well, it will feel “uncomfortably small.”
Consistency across functions; Marketing, Sales, CS and even Product, is the key to unlocking the growth flywheel.
Our Partners provide expert guidance leveraging several frameworks to help align the revenue team towards Buyer Led messaging.
Too many companies try to tackle Positioning without the structured insights provided by the first 3 steps. Proper positioning is more critical than ever in markets saturated with an abundance of competitive options.
Done well, it will feel “uncomfortably small.”
Consistency across functions; Marketing, Sales, CS and even Product, is the key to unlocking the growth flywheel.
Our Partners provide expert guidance leveraging several frameworks to help align the revenue team towards Buyer Led messaging.
Too many companies try to tackle Positioning without the structured insights provided by the first 3 steps. Proper positioning is more critical than ever in markets saturated with an abundance of competitive options.
Done well, it will feel “uncomfortably small.”
Consistency across functions; Marketing, Sales, CS and even Product, is the key to unlocking the growth flywheel.
Our Partners provide expert guidance leveraging several frameworks to help align the revenue team towards Buyer Led messaging.
Reverse Engineer the Revenue Engine
Reverse Engineer the Revenue Engine
Reverse Engineer the Revenue Engine
Most Go-to-Market plans start with a list of campaigns and activities that we intend to execute.
A Buyer Led Go-to-Market plan starts with a deep understanding of the Buyer's needs, then determines the motions necessary to enable the buyer to buy.
Most Go-to-Market plans start with a list of campaigns and activities that we intend to execute.
A Buyer Led Go-to-Market plan starts with a deep understanding of the Buyer's needs, then determines the motions necessary to enable the buyer to buy.
Most Go-to-Market plans start with a list of campaigns and activities that we intend to execute.
A Buyer Led Go-to-Market plan starts with a deep understanding of the Buyer's needs, then determines the motions necessary to enable the buyer to buy.
Content & Distribution
Before jumping straight to campaigns and sales calls, we jointly develop a map of content required by the Buyer and determine the best modes of distribution.
We then perform a gap analysis against that map and prioritize efforts based on points of leakage along the conversion journey.
Before jumping straight to campaigns and sales calls, we jointly develop a map of content required by the Buyer and determine the best modes of distribution.
We then perform a gap analysis against that map and prioritize efforts based on points of leakage along the conversion journey.
People, Process, Tech
The most efficient, productive revenue engines are those that orchestrate an integrated buyer experience, with each step helping accelerate the next.
Yield takes both a top-down and bottoms-up approach to building a resource allocation model based on economic targets and operational requirements.
The most efficient, productive revenue engines are those that orchestrate an integrated buyer experience, with each step helping accelerate the next.
Yield takes both a top-down and bottoms-up approach to building a resource allocation model based on economic targets and operational requirements.
Data & Measurement
Data permeates the revenue engine. First, we need attribute and behavioral (intent) data in order to execute, and secondly, data to support performance monitoring.
In order to design an engine that can test and iterate with velocity, we need measurements that capture key inputs to the system, often cohort-based, to make visible what is driving outcomes.
Data permeates the revenue engine. First, we need attribute and behavioral (intent) data in order to execute, and secondly, data to support performance monitoring.
In order to design an engine that can test and iterate with velocity, we need measurements that capture key inputs to the system, often cohort-based, to make visible what is driving outcomes.
Expert Guidance Exclusively for the Lower Middle Market
Expert Guidance Exclusively for the Lower Middle Market
Expert Guidance Exclusively for the Lower Middle Market
We focus exclusively on the Lower Middle Market. The challenges here are unique and the typical “hyperscale” guidance actually does more harm than good.
We focus exclusively on the Lower Middle Market. The challenges here are unique and the typical “hyperscale” guidance actually does more harm than good.
Gary Schwake
Hi! I'm Gary. I co-founded Yield Group, a boutique go-to-market advisory firm that focuses exclusively on B2B software and services companies in the lower middle market.
Why? Because the challenges faced by companies of this size are unique. Too big to be small, too small to be big. It takes a maniacal focus on the fundamentals to break through to the next stage.
I am also an Operating Partner at Boathouse Capital and a Limited Partner at Stage 2 Capital. With these roles (and quite a few laps around the sun) I've had the good fortune to serve as a board member of and advisor to many companies seeking capital-efficient growth.
Hi! I'm Gary. I co-founded Yield Group, a boutique go-to-market advisory firm that focuses exclusively on B2B software and services companies in the lower middle market.
Why? Because the challenges faced by companies of this size are unique. Too big to be small, too small to be big. It takes a maniacal focus on the fundamentals to break through to the next stage.
I am also an Operating Partner at Boathouse Capital and a Limited Partner at Stage 2 Capital. With these roles (and quite a few laps around the sun) I've had the good fortune to serve as a board member of and advisor to many companies seeking capital-efficient growth.
Hi! I'm Gary. I co-founded Yield Group, a boutique go-to-market advisory firm that focuses exclusively on B2B software and services companies in the lower middle market.
Why? Because the challenges faced by companies of this size are unique. Too big to be small, too small to be big. It takes a maniacal focus on the fundamentals to break through to the next stage.
I am also an Operating Partner at Boathouse Capital and a Limited Partner at Stage 2 Capital. With these roles (and quite a few laps around the sun) I've had the good fortune to serve as a board member of and advisor to many companies seeking capital-efficient growth.
Andy Monahan
Hi! I'm Andy. I have been a data-driven marketer my entire career, so I have empathy for Marketing Leaders who feel they are perceived simply as a "vending machine for leads."
As someone who has generated a lot of demand for large (AOL, Capital One) and midsized companies, I have always been obsessed with the "why" underlying the buyer, which is a critical input to an efficient Go-to-Market engine.
I joined Yield in order to help answer that question on behalf of lower middle market companies & go-to-market teams regarding their customers.
I am also an Operating Partner at Boathouse Capital and mentor to earlier stage startups.
Hi! I'm Andy. I have been a data-driven marketer my entire career, so I have empathy for Marketing Leaders who feel they are perceived simply as a "vending machine for leads."
As someone who has generated a lot of demand for large (AOL, Capital One) and midsized companies, I have always been obsessed with the "why" underlying the buyer, which is a critical input to an efficient Go-to-Market engine.
I joined Yield in order to help answer that question on behalf of lower middle market companies & go-to-market teams regarding their customers.
I am also an Operating Partner at Boathouse Capital and mentor to earlier stage startups.
Hi! I'm Andy. I have been a data-driven marketer my entire career, so I have empathy for Marketing Leaders who feel they are perceived simply as a "vending machine for leads."
As someone who has generated a lot of demand for large (AOL, Capital One) and midsized companies, I have always been obsessed with the "why" underlying the buyer, which is a critical input to an efficient Go-to-Market engine.
I joined Yield in order to help answer that question on behalf of lower middle market companies & go-to-market teams regarding their customers.
I am also an Operating Partner at Boathouse Capital and mentor to earlier stage startups.
Schedule Time to Learn More
Schedule Time to Learn More
Schedule Time to Learn More
If you just want more leads, this is not for you.
If you want a better “sales process,” this is not for you.
The GTM Workshop is for those who do not confuse motion with progress. It is for those that want to do the hard work required to build a strategy that can deliver efficient, compound growth
The goal of the GTM Workshop is to get the leaders of the revenue team aligned and committed to an integrated Go-to-Market plan that integrates and prioritizes the motions that will have the most impact.
If you just want more leads, this is not for you.
If you want a better “sales process,” this is not for you.
The GTM Workshop is for those who do not confuse motion with progress. It is for those that want to do the hard work required to build a strategy that can deliver efficient, compound growth
The goal of the GTM Workshop is to get the leaders of the revenue team aligned and committed to an integrated Go-to-Market plan that integrates and prioritizes the motions that will have the most impact.
If you just want more leads, this is not for you.
If you want a better “sales process,” this is not for you.
The GTM Workshop is for those who do not confuse motion with progress. It is for those that want to do the hard work required to build a strategy that can deliver efficient, compound growth
The goal of the GTM Workshop is to get the leaders of the revenue team aligned and committed to an integrated Go-to-Market plan that integrates and prioritizes the motions that will have the most impact.
Tell me more about the GTM Workshop
Complete the form to schedule a call.
Tell me more about the GTM Workshop
Complete the form to schedule a call.
Tell me more about the GTM Accelerator
Complete the form to schedule a call.
FAQs for the GTM Workshop
How long is the Workshop?
How much time is required from my team?
What size of company is the best fit for the GTM Workshop?
What do I get by engaging in the GTM Workshop?
FAQs for the GTM Workshop
How long is the Workshop?
How much time is required from my team?
What size of company is the best fit for the GTM Workshop?
What do I get by engaging in the GTM Workshop?
FAQs for the GTM Workshop
How long is the Workshop?
How much time is required from my team?
What size of company is the best fit for the GTM Workshop?
What do I get by engaging in the GTM Workshop?
