20 questions to revamp your Go-To-Market strategy
20 questions to revamp your Go-To-Market strategy in the second half of 2025.
We just finished the first half of 2025. The core themes we’ve noticed across B2B companies with a long sales cycle:
fixing the silos between sales and marketing
improving outbound motions while reducing # of BDMs
improving inbound lead quality
investing more in expansion
July is usually seen as a slow season for B2B companies. It's a great opportunity to take a break and plan for the second half of 2025 to reach your revenue goals.
To help you, in today’s newsletter we want to share:
20 questions to revamp your Go-To-Market strategy to hit revenue targets in the second half of 2025.
Our best posts and episodes from the 1st half of 2025
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What's included with the course access:
12 modules covering step-by-step ABM strategy development: goal decomposition, ICP, account list building, ABM team, warm-up and activation playbooks, reporting, scaling ABM and building a cohesive ABM & demand gen function.
Short explanation videos and "how to" examples. We believe it's better one time to see a practical example then listen to the theory hundreds of times.
5 orchestrated and ready-to-use ABM playbooks and a detailed explanation
Report dashboard for 4 types of ABM programs: new revenue, pipeline acceleration, expansion and churn prevention
Live case studies and examples of the campaigns we implemented with the clients of Fullfunnel.io in the past few years
17 templates to simplify your ABM strategy launch: ICP, revenue analysis, intent data tracking, account warm-up cadence, customer research, account scoring and prioritization, ABM budget planning and forecasting, account planning, reports, personalized offers, and many more.
Planning & Presenting a Pilot ABM Program to Execs and Sales Framework
Minimal viable stack recommendation and guidelines on how to use it to avoid ramping up budget and being pressured to show ROI for the purchased $50k software
Revamp your Go-To-Market strategy with these 20 questions.
1/ How did we grow in the first 6 months: what programs and channels generated pipeline and revenue?
2/ How are revenue metrics looking across different geo markets, segments and clusters:
win rates
ACV
sales cycle length
churn rate
sales opportunities
3/ What markets and segments should we prioritize and focus on more?
4/ What is our sales pipeline velocity and how it is aligned with the revenue targets?
5/ What is the breakdown of our revenue between new logos, existing pipeline, renewals and expansion?
6/ How should we re-allocate revenue targets between these motions to hit revenue targets in the 2nd half of 2024?
7/ What clients have expansion potential?
How much revenue can we expect?
Which accounts should we prioritize?
What programs can we run to upsell/cross-sell?
8/ What were the channels and programs that drove the top 5 deals by revenue and the top 5 fastest deals? Can we double down on them?
9/ What are the firmographics, technographics and use cases of these accounts? Can we update our ICP based on these insights?
10/ Who was involved in the purchasing decision of these top 10 deals?
Their roles?
Jobs to be done and KPIs?
When did they join the buying process?
What questions did they have?
What influenced their decision?
What triggered their buying process?
11/ How can we use these insights and refine our marketing programs and marketing message?
12/ What were the channels and programs that drove non-ICP / low quality opportunities? How can we refine them and improve lead quality?
13/ What were the lost reasons for recent 10 opportunities? What are the patterns and the root reasons?
14/ How can we fix the identified root bottlenecks?
15/ How well has our content performed across different channels?
What articles had the highest on-page time?
What articles attracted the target accounts?
What social posts drove conversations with the target accounts?
16/ Are we aligned with the sales team on the targets, priority programs, ICP, and metrics?
Watch this episode about joint marketing and sales planning.
17/ Are our core marketing processes operationalized, or are they more like "random acts of marketing"? Do we have a marketing calendar?
18/ How can we improve our collaboration with sales?
19/ What are the friction points we have in our marketing and sales, and how can we remove them?
20/ How can we improve our warm-up and activation programs? What experiments can we try?
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80% of your marketing success lies in preparation:
understanding historical growth and what influences it,
your buyers and their buyer journey,
alignment with sales
focusing on what works while leaving an area for innovation and experimentation
One podcast to listen to
Our client and a great friend Ken Roden launched a new podcast FutureCraft Marketing about harnessing AI in enterprise marketing. His insights and guests are top-notch. Give it a listen on Spotify or iTunes.
Top-15 posts in the first half of 2024
Every 6 months we analyze our content to see what resonated with you, so we can focus more on these topics. Here is a collection of our top-performing content in the first half of 2024.
The most read guides (by total read time)
7-Step Ideal Customer Profile Guide (W/Free Template and Checklist For B2B)
Step-by-Step Guide to Modern B2B Buyer Journey and How to Influence it With Full-Funnel Marketing
GTM strategy for B2B companies: the step-by-step guide for 2023 + 9-step framework
B2B demand generation: the ultimate guide to building demand gen engine
The most popular episodes of Full-Funnel Live
If you enjoy our podcast, you can download previous episodes with Chris Walker, Jon Miller, Rand Fishkin, Gaetano Di Nardi, April Dunford, Peep Laja and other great guests on your favorite platform.
The most popular Substack essays (by total read time & shares)
Our plans for the 2nd half of 2024.
We started to popularize the concept of Full-Funnel B2B marketing with Vladimir Blagojević 7 years ago. It all started from the image you can see below😃
This summer we decided to accumulate our 19 years in B2B marketing and write a book.
If you'd like to be among the first readers and provide us feedback, leave a comment (or hit a reply), and I'll add you to the beta readers list.
3 live practical workshops on how to launch a pilot ABM program
After having a great success with live workshops in Copenhagen, Antwerpen and Vilnius, we decided to host three more workshops this fall.
Amsterdam - 30th September
London - 3rd October
Valencia - end of October
For every workshop we limit seats to 60 attendees.
If you’d like to join any of them, join the waiting list here.
Drive pipeline THIS quarter with full-funnel ABM programs.
If any of these challenges sound familiar:
You are aligned in theory with sales but don’t do anything in practice aside from receiving wish lists from sales and sharing with them your marketing plan. In reality, you work in silos and miss the revenue targets and are being pressured by your executives.
You understand that your marketing and sales playbook is broken (mqls, gated content) but despite many attempts you don’t know how to fix it
Your outbound, paid ads and organic pipeline drastically decreased while CAC increased mostly because most of your market is problem unaware and not buying.
You lack brand awareness among target accounts and sales can’t get even a reply.
You clearly see that you're already behind your revenue targets
We can help.
We'll develop a custom full-funnel ABM strategy aligned with your resources, budget and stack and execute it together to drive results THIS quarter.
Very interested to be added to the beta readers list