B2B Product and GTM Teams: How to Break Down The Silos
In our rapid-fire business landscape, seamless collaboration between B2B Product and GTM Teams separates runaway successes from stagnant failures. Yet dysfunctional misalignment abounds.
When operating in departmental vacuums focused exclusively on isolated metrics, product teams lose touch with evolving customer needs while GTM teams fixates on revenue over delight.
Ultimately both functions celebrate outcomes optimizing local incentives sometimes even detrimental to broader experience and journey. More inquiry forms submitted or a marginally faster load time, for example, mean little if engagement rates decline.
So what transforms skeptics into partners jointly accountable for frictionless adoption journeys and customer milestone progression?
The Customer Journey as Northern Star for B2B Product and GTM Teams
Astrologists plot courses using the stable anchors of Polaris and celestial patterns. Likewise, cross-functional leadership requires rallying B2B Product and GTM teams around the shared North Star of complete buyer journey optimization.
That means navigating by the lighthouse versus the department dock. Tools like Insight7 and Gong foster constructing unified scorecards across the full lifecycle from acquisition through renewal and expansion. This transparent view into interconnected metrics guides decisions in the best interest of user needs rather than local optimizations at the cost of experience.
Unified Platforms Breaking Down Data Silos
When hopping between disjointed systems, not only do insights remain siloed, but a blame game emerges during struggles rather than joint resolution ownership. Unified information management systems like Insight7 increase visibility into customer needs and interdependencies so all rallies around shared milestones.
Similarly, connecting behavioral usage data from tools like Amplitude with subscription and account data in platforms like Salesforce spotlight barriers and opportunities. This powers personalized engagements based on how they actually extract value rather than speculation.
Immersive Journey Mapping and User Testing
Finally, directly embedding product, engineering, and commercialization talent within repetitive user research fosters walking in customer shoes. Immersive discovery interviews, win/loss debriefs, and council participation informs backlogs and campaign planning with extreme user empathy.
This outside-in perspective connects teams to evolving “jobs-to-be-done”, frictions that frustrate, and what actually delights. With customer verbatims guiding roadmaps, silos rapidly break down into matrices.
The Takeaway for B2B Product and GTM Teams
Migrating from siloed metrics to shared scorecards, disjointed systems into unified platforms, and insular planning to collaborative user testing transforms skepticism into partnerships dedicated to frictionless experiences. Customer progression across the complete journey becomes the North Star metric rallying organizations.
