San Clemente, California, United States
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Articles by Garrett C.
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Kochava Increases Transaction Volume by 470% in Q1 2015
Kochava Increases Transaction Volume by 470% in Q1 2015
By Garrett C. MacDonald
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Predicting Advertising Outcomes with Intelligence & Transparency
Predicting Advertising Outcomes with Intelligence & Transparency
By Garrett C. MacDonald
Contributions
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What are the different go-to-market career paths and roles in various industries and sectors?
The role of the sales manager has changed quite a bit over the last 20 years. At the start of my career I got thrown a phone book and maybe a Thomas Guide whereas today there are an average of 10 tools that all require daily logins. Syndicating and synthesizing data between these disparate systems is more than mental gymnastics. It's AFL (another freakin login) and the context switching required to maneuver between tools is a colossal waste of time. In fact, only 1/3 of a salespersons time is actually spent selling, and over 53% of salespeople are not hitting quota. Over the next 3-5 years my prediction is that the overwhelmingly vast majority of companies are going to consolidate tooling to streamline the workflow.
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What are the different go-to-market career paths and roles in various industries and sectors?
In my experience, the Marketing lead must own Demand Generation and Lead Gen. However, I've found far too often that is not the case. Again maybe anecdotal or specific to my industry, but I've found in most cases the Marketing lead does not have the historical muscle memory required to create, automate, and manage scaled Demand Generation programs - and you end up having to repurpose a Sales Engagement Platform as a full-blown Marketing Automation system just to create the kind of awareness and cut-thru that's required out there in a crowded sea of over 11k companies selling B2B SaaS tech to agencies and brands. We need to encourage Marketing leads to own Demand Gen vs create a new title
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What are the different go-to-market career paths and roles in various industries and sectors?
By definition, Go-To-Market includes the full Product Lifecycle + the entire Customer Lifecycle. In my experience, companies fail to accurately identify who owns the GTM function by making the assumption that the head of revenue (CXO) owns the entire GTM motion, but you can't own GTM without having direct oversight over Product. It's far more common to see the head of revenue owning the Customer Lifecycle i.e. Marketing, Sales, and Customer Success but w/o Product the CEO has to own the full GTM function. When you create a functional organization where Product Lifecycle & Customer Lifecycle are under one functional leader, you have a much better shot at customer-driven innovation with pre-syndicated demand given the better alignment.
Activity
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With the launch of FY25 firmly underway, I'm happy to finally share the evolution of my role within Microsoft Global Partner Solutions EMEA to GTM…
With the launch of FY25 firmly underway, I'm happy to finally share the evolution of my role within Microsoft Global Partner Solutions EMEA to GTM…
Liked by Garrett C. MacDonald
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After 5 and 1/2 years at Apptopia, I have decided to move on, take some time off, and find my next adventure. It was an amazing ride! I can't thank…
After 5 and 1/2 years at Apptopia, I have decided to move on, take some time off, and find my next adventure. It was an amazing ride! I can't thank…
Liked by Garrett C. MacDonald
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🚀 Farewell, Liftoff! 🚀 After much deliberation and with a heavy heart, I have decided to step back from Liftoff to recharge and explore new…
🚀 Farewell, Liftoff! 🚀 After much deliberation and with a heavy heart, I have decided to step back from Liftoff to recharge and explore new…
Liked by Garrett C. MacDonald
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Machine Learning and AI Foundations: Recommendations
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