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In a 15-year-plus go-to-market (GTM) strategy career, I have worked with hundreds of B2B companies directly, indirectly with other consultants or through any of the many accelerator programs I mentor on. During that time, I have seen a typical consistency that breaks all strategies — the lack of willingness to deep-dive research layered on poor proprietary data.
In most cases, customer-facing teams have been disjointed, arguing over tech stacks and creating barriers between marketing and sales, adding further complexity to an already complex and intricate process. Furthermore, the clamor for preferred technology puts distance between teams and restricts the ability to
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