Risks

Companies who fail to follow Best Practices for go-to-market sales strategies risk the following:

• You can't make your sales goals because your sales team is spending more time in demand generation than working sales cycles.
• You miss out on new leads because your website is not well-developed as a lead acquisition tool, and your company isn't findable. 
  
• You miss out on sales because you're not doing enough top-of-funnel nurturing of your prospects.
  
• Your best leads are lost to competitors before you even start a conversation. 
  
• You spend too much time and money on travel and face-to-face meetings early in the sales conversation that are no longer expected.
  
• Your marketing and sales efforts are unfocused and distracted.
  
• You lose your best sales people because they are frustrated by a lack of support and unrealistic expectations.
  

Opportunities

Companies with effective go-to-market sales strategies have the following opportunities:

• With marketing and sales aligned, your sales-qualified leads increase, leading to increased sales.   
  
• Your prospects who find you on the web are nurtured and converted to loyal customers when they are ready to buy.
  
• Your direct sales effort is properly supported, well-organized, cost effective and highly successful. 
  
• Your steadfast focus on your target market wins your company a leadership position in that market.
  
• Your marketing data base is constantly growing, fueling your demand generation efforts across all channels, leading to predictable growth of well qualified leads.
  
• Your indirect sales channels are optimized, leading to further growth and expansion.
  
• Sales productivity is increased due to more times spent on high-quality leads.