What's in Your GTM Stack?

The @Spokes Group accelerates businesses from Zero to One.  We make success repeatable by organizing it into 37 Elements of GTM that are either externally visible or internally critical.

Spokes focuses on building strategy & defining business processes.  Yet, we often get asked the adjacent question, “What’s your recommended GTM tech stack?”  Here are our  GTM Tech Stack recommendations by Company Stage.  The list includes familiar vendors, this article highlights the disruptive players.

What would you change about the GTM Tech build-out?  Which new vendors are on your radar?

Seed to A - The focus is on building traction and repeatability on the path from Seed to Series A.  Transparently, my recommendation is to build processes before adding tech - spreadsheets capture data with loads of flexibility and low overhead.  The key investments we recommend are:

• Statista - Size, Segment your market and refine target personas by getting access to the data portions of analyst reports.
• Pact - Transform Slack into a workflow tool by capturing and tracking peer commitments that would otherwise risk falling below the fold.   
• Salesforce Sales Cloud - It’s OK starting your GTM in spreadsheets.  But, once you have more than 2 people interacting with customer data, it’s time to invest in Salesforce.  They are the leader and have the most vibrant ecosystem to support your company as it grows.  For help administrating Salesforce, check out Delegate - they are disrupting the space with SFDC Admins on a month-to-month basis.

Series A to B - The focus shifts from finding market traction to making the GTM motion scalable as specialists in Sales and Marketing are added to the team.  Processes and tech rapidly evolve in this stage.  We recommend investments at this stage to make data more accessible, expand the top of the funnel and tighten the connection between customers/prospects and your team.  We recommend disruptors that include:

• Mozart Data - Data drives scalability.  But, it can be excruciatingly manual to combine data from Marketing, Sales, Product and Finance together.  Mozart Data solves that by consolidating ETLs, a Snowflake database and DBTs into a single package in about a month - about a third of the time it would take a data engineering specialist.   A BI tool like Mode or Tableau lays on top of Mozart to provide scalable exec reporting.
• Modigie - Companies invest a lot of time and energy on identifying target Accounts with firmographic, technographic, and behavioral data from D&B or ZoomInfo.  But, the corresponding Contact level data has remained elusive - especially with remote workers.  Modigie closes the Contact info gap by automatically inserting current and accurate contact information into your sales workflow.  Learn how much better your Contact info could be (and how much time your team is wasting) with Modigie’s 10 min Forensic Analysis. 
• Reggie.ai - Generative AI makes it easy to hyper-customize your email cadences.  It’s amazing.  But, it’s only the start.  I’m eager for the tool that generates a sequence vs an email and brings the ability test sequences against each other.
• Fullcast - A GTM Strategy is only as strong as the territories, routing and data hygiene define execution.  The team that drove these crucial GTM initiatives at SFDC has productized territory management, routing and analytics at Fullcast.

Series B to C - Companies reach an inflection point between series B and C.  This is typically when renewals + expansion represent more ARR than their new logo bookings target.  Investment in process and the tech to support it shifts correspondingly.  

• Nue - The paradigm of interminable & costly failed CPQ implementations has long been ripe for disruption.  Nue has done it.  They deliver simple quoting, clear entitlements and BOD level dashboards with an intuitive UX in weeks vs months.  If CPQ is on your GTM roadmap for this year or next, you should check Nue out now.  

If you have a question about your GTM stack or you want help building the GTM Roadmap from zero to one, reach out to us at sales@spokesgroup.co.