You know the drill: Implement a marketing strategy that
is in line with your company's broader go-to-market
model but flexible enough to adapt to changing business
conditions. As your go-to-market model shifts — to focus
on products, channels or customers — so must the
strategic role of marketing.
Every marketing department has its preferred
go-to-market model. It's well developed, implemented and
tracked. The problem is, it doesn't always match up with
the company strategy or changing market conditions.
Sound familiar? If so, it is probably time for a frank
conversation about marketing—one that begins with
building a model that connects with your growth
expectations and challenges.