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Medium
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What Really Breaks and Fixes SaaS Go-to-Market Teams
- The article focuses on the internal dynamics of SaaS go-to-market (GTM) teams, emphasizing psychology, trust, and cross-functional behavior.
- GTM efforts can fail due to a pattern where team members prioritize protecting their own domain over collaboration and success creation.
- A self-fulfilling prophecy occurs when a team doesn't believe it can win.
- To address this, a new mission with clear purpose and goals was introduced to the team.
- The importance of the new vertical for the company was clearly articulated, grounding the effort in data and reality.
- Stakeholders were aligned individually before meeting as a group, ensuring clarity on roles and objectives.
- Early action was taken without waiting for perfection, leading to positive traction and belief.
- Contributions from team members were publicly recognized, enhancing cohesion and trust.
- The team became cohesive through earned belief reinforced by actions, clarity, results, and trust.
- Leaders of GTM efforts are advised to ensure their teams believe in the strategy and in each other.
- Addressing team belief and trust is crucial for the success of GTM initiatives.
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