July 8

Execution is the key to go-to-market success

Marketing Strategy


The biggest obstacle to go-to-market success (and lead generation ROI for that matter) is the lack of good execution.

The Chief Marketing Officer (CMO) Council’s latest study, “Driving the Bottom Line from the Front Line,” assessed the go-to-market processes and capabilities of global companies. According to the study, "Surprisingly, over 46% of respondents gave themselves failing grades when assessing their own go-to-market effectiveness, with only six percent giving their capabilities the highest marks, and just 29% calling themselves quite effective." 

The study concluded that poor collaboration between sales and marketing is a key reason for go-to-market failure and this is where the leadership from upper management plays a vital role in successful execution. Todd Ebert over at the BAD Marketing Blog gives some additional insights on the CMO study here.

I agree with their findings. With that said, it requires more than just effective upper management involvement. I believe that effective collaboration requires each of us to better managers ourselves. 

Becoming an effective marketer goes far beyond creativity and careful campaign management. Like any other functional role, marketers will execute successfully, more often, if we are first and foremost good managers.   

Collaboration between sales and marketing and go-to-market execution will come more naturally if we each focus on our basic management skills: Leadership, communication, planning, organizing, staffing, and controlling.

I encourage you to check out The Effective Executive: The Definitive Guide to Getting the Right Things Done. If you only read one book about how to improve your personal effectiveness I think you will find this book to be a good choice. It was written quite a while ago but it’s a wonderful resource.

Related post: Why CEOs Must Be Actively Involved in Lead Generation

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Awesome article. Very informative. I’d love to see you look at John Assaraf and Murray Smith’s new book “The Answer” which focuses heavily on lead generation and business growth. You’d probably have some insightful feed. Take a look when you have a chance… Thanks for the insightful information. Well stated and very informative. Based off your content selection I’d highly suggest looking at this book… http://www.readtheanswer.com/index.php?RTA=web2

  2. Great post Brian. I’ve been thinking about the same issues and recently posted about the importance of having a plan and focusing on execution. Thanks for pointing out The Effective Executive Book, it’s on the top of my wish list.

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