Go-to-Market Series: Processes and Enablers

Vivian Guo | July 28, 2021

An in-depth look at funnel stages, conversion rates, and the GTM tech stack based on portfolio and proprietary external survey data

In the final chapter of our GTM series, we explore various questions related to funnel conversion and the GTM tech stack:

How do opportunities convert across each stage of the sales funnel?

  • Enterprise SaaS companies on average have around ~30% of their pipeline sourced by marketing , with the remainder split between BDR/SDRs and AEs

  • Best in class companies tend to have a more formalized lead generation strategy through BDR/SDRs and have a greater proportion of sales pipeline sourced via BDR/SDRs vs. AEs

  • While it is relatively easy to increase the number of leads and MQLs at the top of the funnel, there is usually a significant drop off as deals move down the funnel

What does a strong GTM tech stack look like?

  • On average, enterprise SaaS organizations spend around $250K on sales and marketing tools each year and have a tech stack of ~6 tools (excluding CRM)

  • Best in class companies spend on average ~20% more on go to market tools , while hybrid organizations spend on average ~60% more than companies with either a primary field or inside sales motion

  • The GTM tech stack can loosely be broken out into 4 categories of tools:

    • Marketing Automation: Top tools in this category include Marketo and Pardot which enable lead generation and management, cross channel, and account based marketing

    • Contact Engagement : Top tools in this category include SalesLoft and Outreach which facilitate prospect engagement at scale

    • Sales Enablement : Top tools in this category include Highspot and ZoomInfo which drive GTM effectiveness across data intelligence, content, training, and lead capture

    • Revenue Intelligence : Top tools in this category include Clari and Gong which leverage advanced analytics to help sales leaders understand and forecast team performance