Digital transformation is reshaping how B2B organizations operate, impacting everything from strategy to day-to-day operations. Many of our customers are working hard to evolve their go-to-market (GTM) strategies to keep pace with this change. One key takeaway from our conversations with Marketing and Sales leaders is that for these efforts to succeed quickly, understanding the intersection of people, processes, and technology is essential.
To support the industry, BrightTALK is hosting a virtual summit on July 21: The MarTech & SalesTech Intersect. Industry experts from Forrester, People.ai, Orca Security, and others will share insights into how they’ve accelerated their progress and delivered better results, faster.
As a preview to this event, let’s explore how digital transformation is impacting the relationship between Marketing and Sales teams.
In a Time of Change, Teams Need Support
Digital transformation is impacting virtually every corner of B2B organizations, but its effects are especially felt by those in the front lines—performance marketers, sales teams, and GTM leaders. These teams have been forced to adapt quickly, pivoting away from in-person events to embrace virtual engagement, incorporating video into outreach efforts, and adapting to new technologies in their stacks.
While this rapid shift has been exciting for some, the pace and scale of change can also be overwhelming. These teams are writing a new playbook in real time, and it’s essential that Marketing and Sales leaders provide the right support. The right tools and resources are critical, but so is offering ongoing guidance and encouragement to help teams thrive in an evolving landscape. Learn more at the upcoming Summit.
Disruptive Change: Is it Putting Pressure on Processes for the Better?
Disruptive change—whether in the market or in how we go to market—puts stress on organizations. Teams and processes must hold up under pressure, or cracks will appear. The intersection between MarTech and SalesTech can be particularly challenging. Without strong relationships and collaboration between these teams, even the best-laid plans can fall apart.
The disruptions of the pandemic have underscored areas where businesses were already behind in terms of process optimization. Now is a great time to review and refine processes across your GTM organization. With the second half of 2022 and beyond in view, there’s a clear opportunity to make the changes necessary to get your teams and processes running at their best. The MarTech & SalesTech Intersect Summit will delve into key focus areas that can help you take your operations to the next level.
Focusing on the Basics in a Sea of New Tech
Every day, we’re bombarded with new technology solutions, each promising to be the game-changer for your GTM efforts. But as tempting as it is to jump on the next shiny new tool, sometimes more technology isn’t the answer. Adding yet another tool to your stack could slow you down and cause unnecessary complexity.
Instead, it may be time to take stock of what you already have. Are you fully leveraging the tools in your stack? Often, the real opportunity lies in doing better with the technology you already use, rather than adding more to the pile. Leaders in the second half of 2022 will need to maintain perspective and focus on what truly moves the needle for their teams. The upcoming Summit will explore this from various angles.
Moving Forward: What’s Next for GTM Teams?
Over the past two and a half years, GTM organizations have undergone significant change. While high-level understanding of digital transformation is important for overall strategy, the real impact often happens at the intersection of Marketing and Sales. Despite the progress made, there is still room for improvement in how these teams work together.
We invite you to join us at BrightTALK’s MarTech & SalesTech Intersect Summit, where industry experts will share insights and strategies to help you move forward more effectively. This is an opportunity to connect with peers and gain practical insights for optimizing your MarTech and SalesTech strategies.
