Eliminate GTM Bottlenecks

Welcome to this week's edition of The Build Up, where I share fresh ideas and strategies for B2B executives and marketing leaders. My goal is to provide you with actionable insights to stay ahead in the ever-evolving business landscape. - Tobias

Inside this edition:

• Rewiring got me thinking

• Improving CX with AI

• 🦋 Bluesky’s explosive growth (you can find me there too)

• Charting the global AI divide

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BEST OF THE WEEK

• Improve your customer experience with AI (MarTech)

• DOJ pushes sale of Google’s Chrome (Yahoo Finance)

• Transatlantic AI divide shown in four charts (McKinsey & Company)

• Bluesky user count exceeds 20 million (USA Today)

• 2025 will be the year of the CIO and CMO collaboration (Fast Company)

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THE DEEP DIVE

Over the past couple weeks I overhauled all the networking in my house. I ran all new ethernet cables and upgraded elements of my networking equipment, boosting the available bandwidth by 10x. The goal was to eliminate bottlenecks and future proof the data connections I have available.

But Tobias, you might be thinking, this newsletter is about go-to-market strategies not homelab builds. And you’d be correct.

As I was fishing cables through walls and under floors, wiring up connections, and doing calculations on how much bandwidth I might need over the next 5 years, it hit me that businesses face bottlenecks when growing their Go-To-Market (GTM) strategy.

Today, let's focus on identifying and eliminating those bottlenecks to keep your growth smooth and uninterrupted.

GTM Bottlenecks

As companies scale, processes that worked for a small team might not hold up. Systems get strained. Communication breaks down. Opportunities slip through the cracks.

Identifying bottlenecks early can save you time, money, and headaches down the road.

Common Bottlenecks in GTM Strategies

• Inefficient Processes: What worked when you had ten customers might not work when you have a thousand. Review your processes regularly. Look for tasks that take too long or involve unnecessary steps.

• Communication Breakdowns: As teams grow, communication becomes more complex. Ensure that everyone is on the same page. Use tools that facilitate clear and efficient communication.

• Lack of Scalable Infrastructure: Your technology should support growth, not hinder it. Invest in systems that can handle increased demand without compromising performance.

• Resource Constraints: Scaling often requires more resources—whether that's people, budget, or technology. Plan ahead to allocate resources where they're needed most.

• Customer Support Overload: More customers mean more support requests. Implement scalable support solutions like knowledge bases, chatbots, or additional support staff.

• Data Silos: When data isn't shared across teams, insights are lost. Promote data integration and transparency to make informed decisions.

Action Steps to Eliminate Bottlenecks

• Be Proactive: Take action before your people and resources are maxed out.

• Conduct a Bottleneck Audit: Map out your GTM processes. Identify where delays or issues commonly occur.

• Streamline Processes: Simplify workflows. Automate repetitive tasks where possible.

• Enhance Communication: Implement collaboration tools. Hold regular cross-functional meetings.

• Upgrade Infrastructure: Ensure your systems can handle increased loads. Consider cloud-based solutions for scalability.

• Plan for Resources: Forecast future needs. Hire proactively. Allocate budget accordingly.

• Integrate Data Systems: Use integrated platforms or APIs to ensure data flows smoothly between departments.

The Bottom Line

Just like my home network needed an upgrade to eliminate data bottlenecks, your GTM strategy will need regular tune-ups as you grow.

By identifying and addressing these bottlenecks before they are a hinderance, you can ensure smoother operations and sustained growth.

Your yearly planning sessions are a great time to think about future bottlenecks. If you haven’t done your 2025 planning yet, be sure to add this to your list.

LOOKING FOR MORE?

• Feedback or questions—reach out directly at [email protected].

• Need help with your marketing strategy? Register for a 90-minute strategy call with me.

• Looking for a fractional CMO? Visit The Chief Marketer to learn more about my fCMO services.

• Connect with me on LinkedIn or Bluesky.