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How to Build Pipeline and GTM Alignment in 2024 with Datadog’s CMO Sara Varni
- Sara Varni, Datadog’s CMO, shares how to build pipeline and create alignment across sales and marketing in the latest edition of SaaStr’s Workshop Wednesday.
- Studying joint targets between sales and marketing isn’t always the norm, but having a holistic pipeline view is crucial.
- The four-horsemen model is a clever way to see how inbound, SDR/BDR, AEs, and partners feed the overall numbers.
- It’s important to look at all these sources together because if you look in isolation, you might not see where things are going wrong or right.
- Datadog drives accountability through monthly meetings and quarterly reporting on the horsemen.
- Marketing needs to take ownership of pipeline and share skin in the game with sales.
- Develop a joint action plan rather than assigning responsibility to one department.
- Studying targets between sales and marketing isn’t always the norm, but having a holistic pipeline view is crucial.
- Think about how you’re setting your targets so there is joint responsibility for driving pipeline.
- Quarterly reporting on the horsemen and transparency are great ways to drive accountability.
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