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For Mosaic, 2022 brought us new projects and introduced us to new industries but our mission remained unwavering – to unleash transformational growth for every client in the most efficient way.\u00a0 We had wins, we had challenges and we learned a lot from it all.\u00a0 Here are our top 9 takeaways.\u00a0<\/p>\n
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It sounds pretty basic and almost all of our clients check this box when it comes to their Total Addressable Market (TAM), the whole universe of potential buyers.\u00a0 Unfortunately, you can\u2019t build an effective go-to-market motion based on your TAM.\u00a0 For high growth organizations, the TAM is simply too broad and the result is marketing and sales teams trying (and rarely succeeding) to be everything to everyone while not doing any of it particularly well.\u00a0\u00a0\u00a0<\/p>\n
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To avoid this fate requires clearly defining and gaining organizational alignment around Ideal Customer Profiles (ICPs), the subset of the TAM where there is the strongest product-market fit and, as a result, the highest sales success.\u00a0 Teams who take the time to go through this exercise are able to employ targeted tactics and strategies that actually have an impact on growth.\u00a0 \u00a0Read more about ICP here.\u00a0\u00a0<\/a><\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n There is a subset of buyers within your ICP that should be prioritized above all other types of buyers – active buyers.\u00a0 As the name gives away, active buyers are prospects that are considering purchase or, even more powerful, demonstrating a clear intent to buy.\u00a0 These buyers are generally further down in the funnel and, as a result,\u00a0 convert at a significantly higher rate (some data suggests up to 30x) than the overall ICP.\u00a0 Go-to-market teams should shift into turbo-gear – a high-touch, highly targeted approach -as soon as an active buyer is identified.\u00a0 The catch is that it is really hard to detect early buyer signals, and on top of that, there are very few active buyers (only about 3% of the ICP) at any given time.\u00a0 As a result, most teams don\u2019t even bother, which is a mistake.\u00a0 We encourage all GTM teams to at least spend some time at least trying because figuring this out can be transformational for funnel conversion rates. Learn more<\/a> about how to find active buyers.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n While the importance of content is nothing new, the fact that it held the #1 spot for another year is remarkable.\u00a0 Given where our clients are in terms of growth trajectory, if content is viewed through the lens of organic search, if it is being considered at all.\u00a0 While SEO remains a critical part of any content strategy, much of our foundational work centers around getting clients to make investments in content that also builds brand trust, conveys authority, and supports the buyer\u2019s journey.\u00a0 Read more on <\/a>a well-rounded content strategy here.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Obviously the clients we work with know a thing or two about successfully growing a business.\u00a0 However, one of the most critical success factors in our work is ensuring leaders and executives really buy-in to the fact that achieving post-investment growth and success will require a fundamentally different approach.\u00a0 In other words, what got the company from A to B is not what will get them from B to C. Once the leaders have embraced this mindset, it is equally (or perhaps even more) important to prepare the rest of the organization for the journey ahead.\u00a0 Gain alignment, generate excitement, and shift mindset by establishing a well-defined growth vision.\u00a0 Read more about growth vision here.<\/a>\u00a0\u00a0\u00a0<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Virtual and hybrid work arrangements can make team-building, productive collaboration, and morale boosting just a little harder.\u00a0 Some companies are able to bring the employees together for in-person all-hands meetings at least a few times a year, but cost and logistics make this hard to sustain, especially as teams expand.\u00a0 However, there\u2019s good news. This year we observed an alternative to the in-person approach that could be a game-changer for teams spread out around the globe – Zoom team-building.\u00a0<\/p>\n <\/p>\n <\/p>\n We partnered with a Portland-based creative agency that specializes in brand-building and storytelling to lead customized Zoom-based workshops for our clients. The impact, engagement, and momentum these sessions generated was astounding.\u00a0 The key is having a focused and achievable objective and clearly established rules of engagement and, of course, finding an effective and talented facilitator with the right experience.\u00a0<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Because top-of-the-funnel growth is challenging (and costly), go-to-market teams have to ensure they are maximizing the funnel.\u00a0 This means doing everything possible to move a qualified lead to the next stage of the buying process.\u00a0 Step one in maximizing your funnel?\u00a0 Knowing what the funnel looks like.\u00a0 The only way to do this effectively is to have the entire go-to-market team map out (yes we are talking marker and white board) where leads are coming from, what is happening to these leads once they enter the funnel, and who is responsible for each stage thereafter. \u00a0 Once both your sales and marketing teams align on this, the next step is creating an exceptional experience for those who are qualified, increasing personalization as the lead\u00a0 moves through the funnel.\u00a0 Learn more about mapping the sales funnel here.\u00a0<\/a><\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Poorly designed websites tarnish their brand, limit conversion rates, suppress organic search growth, and, most importantly, and frustrate a potential customer.\u00a0 The start of 2023 is a great time to assess your website to determine if it is doing a good job in helping your organization drive growth.\u00a0 Read more about how your website stacks up here.<\/a>\u00a0<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n Transformational growth requires a deliberate and scalable go-to-market strategy as well as an investment in the brand, demand generation, and other foundational elements of B2B marketing.\u00a0 Since almost all of our clients have achieved impressive growth without putting a dime into marketing, this is not always an easy conversation to have.\u00a0\u00a0<\/p>\n <\/p>\n <\/p>\n Of course, the natural follow up question is \u201cHow much should we invest to start?\u201d\u00a0 The truth is that the fastest-growing companies invest up to 50% of their budgets in marketing.\u00a0 While a marketing budget of this size may not be feasible right off the bat, the bottom line is that a consistent (year after year) and significant investment in marketing is critical to unlocking transformational growth.\u00a0 \u00a0 Read more on investing in sales and marketing<\/a>.<\/p>\n <\/p>\n <\/p>\n <\/p>\n <\/p>\n With money comes power and with power comes the responsibility of reporting.\u00a0 The key to good performance reporting is access to reliable data.\u00a0 Most of our clients never had the need to maintain detailed go-to-market reporting and therefore accessing reliable and usable data can be incredibly challenging.\u00a0<\/p>\n <\/p>\n <\/p>\n A simple way to assess your current reporting infrastructure is to ask members of the leadership team for various performance metrics (average monthly website traffic, year-to-date\u00a0 inbound leads, opportunities created last month, next month\u2019s ARR target, etc). If each member of your leadership team can independently report back the same numbers within a reasonable timeframe (i.e. it doesn\u2019t take weeks or months for a response) your reporting is likely in good shape.\u00a0 <\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]","protected":false},"excerpt":{"rendered":" For Mosaic, 2022 brought us new projects and introduced us to new industries but our mission remained unwavering – to unleash transformational growth for every client in the most efficient way.\u00a0 We had wins, we had challenges and we learned a lot from it all.\u00a0 Here are our top 9 takeaways.\u00a0 Know who you are […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n For Mosaic, 2022 brought us new projects and introduced us to new industries but our mission remained unwavering - to unleash transformational growth for every client in the most efficient way. We had wins, we had challenges and we learned a lot from it all. Here are our top 9 takeaways. <\/p>\n\n\n\n It sounds pretty basic and almost all of our clients check this box when it comes to their Total Addressable Market (TAM), the whole universe of potential buyers. Unfortunately, you can\u2019t build an effective go-to-market motion based on your TAM. For high growth organizations, the TAM is simply too broad and the result is marketing and sales teams trying (and rarely succeeding) to be everything to everyone while not doing any of it particularly well. <\/p>\n\n\n\n To avoid this fate requires clearly defining and gaining organizational alignment around Ideal Customer Profiles (ICPs), the subset of the TAM where there is the strongest product-market fit and, as a result, the highest sales success. Teams who take the time to go through this exercise are able to employ targeted tactics and strategies that actually have an impact on growth.. Read more about ICP here. <\/a><\/p>\n\n\n\n There is a subset of buyers within your ICP that should be prioritized above all other types of buyers - active buyers. As the name gives away, active buyers are prospects that are considering purchase or, even more powerful, demonstrating a clear intent to buy. These buyers are generally further down in the funnel and, as a result, convert at a significantly higher rate (some data suggests up to 30x) than the overall ICP. Go-to-market teams should shift into turbo-gear - a high-touch, highly targeted approach -as soon as an active buyer is identified. The catch is that it is really hard to detect early buyer signals, and on top of that, there are very few active buyers (only about 3% of the ICP) at any given time. As a result, most teams don\u2019t even bother, which is a mistake. We encourage all GTM teams to at least spend some time at least trying because figuring this out can be transformational for funnel conversion rates. Learn more<\/a> about how to find active buyers\u2026<\/p>\n\n\n\n While the importance of content is nothing new, the fact that it held the #1 spot for another year is remarkable. Given where our clients are in terms of growth trajectory, if content is viewed through the lens of organic search, if it is being considered at all. While SEO remains a critical part of any content strategy, much of our foundational work centers around getting clients to make investments in content that also builds brand trust, conveys authority, and supports the buyer\u2019s journey. Read more on <\/a>a well-rounded content strategy here.<\/p>\n\n\n\n Obviously the clients we work with know a thing or two about successfully growing a business. However, one of the most critical success factors in our work is ensuring leaders and executives really buy-in to the fact that achieving post-investment growth and success will require a fundamentally different approach. In other words, what got the company from A to B is not what will get them from B to C. Once the leaders have embraced this mindset, it is equally (or perhaps even more) important to prepare the rest of the organization for the journey ahead. Gain alignment, generate excitement, and shift mindset by establishing a well-defined growth vision. Read more about growth vision here.<\/a> <\/p>\n\n\n\n Virtual and hybrid work arrangements can make team-building, productive collaboration, and morale boosting just a little harder. Some companies are able to bring the employees together for in-person all-hands meetings at least a few times a year, but cost and logistics make this hard to sustain, especially as teams expand. However, there\u2019s good news. This year we observed an alternative to the in-person approach that could be a game-changer for teams spread out around the globe - Zoom team-building. <\/p>\n\n\n\n We partnered with a Portland-based creative agency that specializes in brand-building and storytelling to lead customized Zoom-based workshops for our clients. The impact, engagement, and momentum these sessions generated was astounding. The key is having a focused and achievable objective and clearly established rules of engagement and, of course, finding an effective and talented facilitator with the right experience. <\/p>\n\n\n\n Because top-of-the-funnel growth is challenging (and costly), go-to-market teams have to ensure they are maximizing the funnel. This means doing everything possible to move a qualified lead to the next stage of the buying process. Step one in maximizing your funnel? Knowing what the funnel looks like. The only way to do this effectively is to have the entire go-to-market team map out (yes we are talking marker and white board) where leads are coming from, what is happening to these leads once they enter the funnel, and who is responsible for each stage thereafter. Once both your sales and marketing teams align on this, the next step is creating an exceptional experience for those who are qualified, increasing personalization as the lead moves through the funnel. Learn more about mapping the sales funnel here. <\/a><\/p>\n\n\n\n Poorly designed websites tarnish their brand, limit conversion rates, suppress organic search growth, and, most importantly, and frustrate a potential customer. The start of 2023 is a great time to assess your website to determine if it is doing a good job in helping your organization drive growth. Read more about how your website stacks up here.<\/a> <\/p>\n\n\n\n Transformational growth requires a deliberate and scalable go-to-market strategy as well as an investment in the brand, demand generation, and other foundational elements of B2B marketing. Since almost all of our clients have achieved impressive growth without putting a dime into marketing, this is not always an easy conversation to have. <\/p>\n\n\n\n Of course, the natural follow up question is \u201cHow much should we invest to start?\u201d The truth is that the fastest-growing companies invest up to 50% of their budgets in marketing. While a marketing budget of this size may not be feasible right off the bat, the bottom line is that a consistent (year after year) and significant investment in marketing is critical to unlocking transformational growth. Read more on investing in sales and marketing<\/a>.<\/p>\n\n\n\n With money comes power and with power comes the responsibility of reporting. The key to good performance reporting is access to reliable data. Most of our clients never had the need to maintain detailed go-to-market reporting and therefore accessing reliable and usable data can be incredibly challenging. <\/p>\n\n\n\n\n
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If not, you will want to address this ASAP.\u00a0 For sound performance reporting (that eliminates the pre-board meeting scramble and endless debate about which data to pull from where), organizations need data that is Accurate, Accepted, Accessible, and All-Encompassing. \u00a0Learn more about the 4As of data here.<\/a><\/p>\n<\/h1>\n\n\n\n