ANNUITAS transforms 
go‑to‑market (GTM) execution

Solutions

Assess

ANNUITAS Go‑to‑Market Assessment™

The ANNUITAS Go‑to‑Market Assessment™ (GTMA) analyzes and benchmarks go‑to‑market program performance through the lens of customer journey — helping clients map disconnects in their go-to-market strategies and identify where they need to invest to optimize return on their marketing and sales investments.

The GTMA proceeds first by assessing, identifying, and documenting customer journey; then, it assesses every element of go‑to‑market programs through this lens — producing a GTM “gap analysis;” finally, it charts these insights against common marketplace benchmarks and identifies relative GTM maturity.

Below is an overview of this process — showing the layers of analysis and assessment performed through a GTMA.

Advise

ANNUITAS GTM Advisory Service™

The ANNUITAS GTM Advisory Service™ was launched to bring the methodology, expertise, insights and counsel that the firm leverages in its GTM Transformation work to a broader base of clients. The Advisory Service is a retainer-based, annual relationship.

The ANNUITAS team works with Advisory Service clients to identify gaps and opportunities for go‑to‑market improvement and then provides benchmarking, coaching and optimization support — along with industry insights and best practices education — to help clients improve the performance of their go-to-market programs on an ongoing basis.

Clients have access to regular analyst insights and counsel, as well supporting insight and counsel from GTM leaders within the ANNUITAS client network, over the course of the year.

The Advisory Service — which is end-user focused — is delivered via use-case-based service tiers, aligned to the GTM maturity and growth goals of client organizations.

Transform

GTM Transformation

The ‘flagship’ service offering for ANNUITAS is its ‘full’ GTM Transformation program.

For more than a decade, ANNUITAS has led a revolution to stop random acts of marketing and sales – leveraging our proven ANNUITAS Demand Process™ methodology to help our clients make the shift to a strategic and scalable go‑to‑market approach — both pre- and post-sale. Our work has always focused on empowering Growth Leaders — across marketing, sales and customer success — to operationalize go-to-market programs around customer lifecycles through our Perpetual Growth Engine approach — orchestrating customer engagement and providing lift to pipelines.

Our teams engage via a hands-on and holistic collaboration with clients across three major phases of transformation — Strategy, Implementation and Optimization:

Strategy

ANNUITAS assesses the ‘as-is’ state of a client’s go‑to‑market programs, develops customer journey insights for targeted segments, and benchmarks against a client’s competitive marketplace. We uncover insights about target customers, focusing on how they make purchasing decisions, how they consume information, and how a client’s internal processes and systems are (or aren’t) supporting customer journey. These insights are then translated into a go-to-market strategy, enabling clients to truly operationalize GTM programs, organization and technology systems around customer journey.

Implementation

ANNUITAS works with internal stakeholders, systems and processes to ‘mobilize’ for transformation — gaining organizational alignment. Then ANNUITAS actively manages the implementation process — activating the organization’s Perpetual Growth Engine. We don’t just hand you a 400-slide strategy deck and send you on your way — we partner closely with your team to execute the strategy and truly transform your go‑to‑market. This includes everything from building out funnel management processes to content and engagement channel models and system integrations, as well as training and knowledge transfer.

Optimization

ANNUITAS helps clients tune and grow the performance of their go‑to‑market programs through extensive dashboards, analytics and KPIs; through long-term, hands-on program engagement; and through an ongoing program of in-depth, data-driven monthly, quarterly and annual optimization checkpoints. ANNUITAS ultimately provides the frameworks, tools and training for you to build, maintain and optimize your own Perpetual Growth Engine.

Manage

GTM Managed Services

ANNUITAS often serves as an extension of clients’ Growth Operations and GTM Technology organizations through GTM Managed Services — providing platform administration, program management and technology development.

Key GTM Managed Services capabilities include (but are not limited to):

GTM Technology Power Users

MAP/marketing automation systems:

Demand Intelligence / Data Science Developers

• API development
• Dashboard development – PowerBI and Tableau
• Data mart development
• ETL scripting and implementation

Lead

Fractional GTM Leadership

ANNUITAS can provide Fractional GTM Leadership for client organizations in key growth or transition periods.

Fractional GTM Leaders are tenured, former C-level and VP-level marketing and sales leaders. They are also former ANNUITAS transformation clients, who are knowledgeable and experienced in ANNUITAS methodologies.

Fractional GTM Leadership is available in the following areas:

• Fractional Chief Marketing Officer (F-CMO)
• Fractional Chief Growth Officer (F-CGO)
• Fractional Demand Marketing Leader (F-DM)