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Win The Pivot: How to use your website to validate GTM strategy shifts

Posted by Stewart Hillhouse|Published on January 26, 2023

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The macro environment has completely changed for tech.

Almost every tech company is going back to the drawing board on GTM strategy in three ways:

1 - Targeting new customer personas and verticals

Certain industry verticals are more heavily hit by a market downturn than others. It may be that the personas you were selling to in 2022 no longer have the budget, authority to buy, or might even have been laid off.

2 - Adjusting GTM motions

As the GTM team changes in size and shape, so to will the GTM motion. We see some teams double down on sales-led, but we've also seen others reduce their headcount and need to move to a product-led growth motion. Testing new channels requires a lot of effort and planning so this change should not be underestimated.

3 - Focusing on customer retention

At this time it's crucial to protect your existing revenue and customer base by reducing churn as much as possible. Marketing will need to support the customer success function and provide customer marketing to drive adoption of new features and expand existing contracts.

Unfortunately, most companies are making these key GTM decisions the wrong way.

Companies have less than a year to get these GTM pivots right, or risk running out of capital and have a hard time fundraising.

Companies that apply a lean, data-driven approach will survive the recession

Now is not the time to be in a bloated and slow decision-making mindset. To illustate the difference, here's an example of what this kind of decision making looks like at a slow-moving company:

Lost of people in a meeting, giving their opinion on what to do
Tons of discussions and attempts to align (and please) everyone
Finally a plan is created weeks later, a process built out after a few months, and eventually the change is made many quarters after the problem peeked it's head

Here's the thing: we don't have this much time to make decisions.

Here's how quick-moving companies are able to apply a lean mindset towards decision making:

A small team involved
Lots of ideas presented early in the process
Quickly test these ideas and hypothesis using real-market data
Throw out 95% of the ideas that don't prove to work
Double down on the few winners that actually showed results

So how exactly do you gather the necessary data to validate these GTM moves are the right ones? By using your company's most under-utilized asset: it's website.

Your website is the best way to test and gain confidence is your new strategy.

In the following special presentation, Molly Bruckman (Head of Customer Success at Mutiny) and Ryan Narod (Head of Marketing at Mutiny) share the exact steps that you can take to validate your GTM pivots using your website.

Win The Pivot

Ready to take action? Here are three step-by-step plays that you can follow to uncover key GTM insights from your website (including examples of how companies like Snowflake, 6sense, and Sprig pulled it off):

3x conversions from your website

The most resilient companies focus on conversion to turn their existing demand into revenue. Want to see how you can turn your website into your #1 revenue driver? Book a strategy call with our team to see Mutiny in action.

Stewart Hillhouse

Stewart shares big ideas about marketing and growth. The fact that you're reading this means he's doing his job right, and that makes him happy. In a previous life he was a semi-professional lumberjack.