Simplifying the B2B Go-to-market Strategy (Part 2)

Need for collaboration & why AIDA Falls Short in Complex B2B Landscapes

Roundup from part 1

A common misconception among B2B firms is the belief that an effective marketing strategy must be encapsulated within an extensive document, filled with discussions on missions, values, and other less impactful corporate rhetoric. My approach champions simplicity and clarity. Essentially, a GTM (Go-To-Market) strategy should be perceived as a streamlined roadmap, guiding you from your current status (Point A) to your desired outcomes, including revenue goals (Point B), all while highlighting the essential resources required, such as personnel and technology infrastructure.

Sounds easy, doesn’t it? I wrote about what often goes wrong and where the pitfalls are in part 1 of this series. I could start now to write about the steps needed to build a rock solid GTM strategy, but I’d like to highlight other facts that are often overseen – i like the idea of getting the whole context.

You. cannot. do. it. alone.

You (dear marketer) need SDRs, you need to be backened by your CEO (to get the budget, sales resources and make it kind of more official), you need a team or outbound agencies to support you.

Imagine a world where your Go-To-Market (GTM) strategy isn’t just good—it’s rock-solid, unbeatable, setting industry standards. That’s the dream, right? But here’s the catch, a reality often overlooked yet crucial for that dream to come true.


In busy B2B company hallways, there’s a challenge. Marketing struggles because collaboration between marketing, sales, and leadership is lacking. Sales teams, focused on hitting revenue goals, sometimes see marketing as less important. The common phrase „I can’t help you right now“ reflects the issue of isolated efforts within the same company.

The high turnover of Marketing Heads in startups shows a deeper problem. CEOs need to understand that creating sales-ready leads involves more than just ads. For products with long sales cycles and complex buyers, a good lead means more than a PDF download. It’s about nurturing and engaging with potential buyers along their journey.


At this turning point, the key lies in promoting a culture of collaboration and understanding among sales, marketing, and executive leadership. From my marketing experience, I’ve seen the power of aligning these teams towards a common goal. This alignment is not just helpful; it’s crucial.

As we work towards fostering collaboration among sales, marketing, and leadership, it’s important to recognize the limitations of traditional marketing frameworks in the complex B2B environment. This shift is not just about bringing teams together but also about refining our strategies. The crux of our discussion is understanding why models like AIDA may not fully work in intricate B2B settings, pushing us towards more effective approaches. This shift involves moving beyond mere alignment to a deeper, strategic review of the tools and methods we use to achieve our GTM goals.

Why AIDA falls short in complex B2B context

While elegantly simple, the AIDA model’s applicability to today’s B2B environment faces significant challenges. The current landscape is far more complex, characterized by fierce competition, extended sales cycles, and leads that often aren’t immediately ready for sales engagement. These factors demand a more nuanced approach to lead generation and sales processes. Relying solely on the AIDA framework can inadvertently streamline these processes to a point where they lose effectiveness in the modern, intricate world of B2B transactions.

The AIDA model, while pioneering for its time, overlooks several critical aspects essential for the nuanced world of B2B marketing and sales today. Let’s delve into these points:

  1. Integration of Lead Generation and Sales Processes: AIDA suggests a seamless flow from reaching a broad audience to generating leads, a strategy that may work for smaller, straightforward businesses. However, in the realm of SMBs and enterprises, this oversimplification falls short. The complexity of engaging a buying committee, the necessity for lead nurturing, scoring, and the precise timing of transitioning leads to sales demands a more sophisticated approach. Without it, the sales and marketing teams may find themselves in a counterproductive cycle of blame for unmet revenue targets.
  2. Overemphasis on Prospecting Sales-Ready Leads: By focusing narrowly on leads that respond to direct campaigns, the AIDA model risks neglecting the broader spectrum of lead generation strategies. This perspective might cause companies to overlook valuable channels and touchpoints that contribute to a comprehensive nurturing program. The reality is that a tiny fraction of the market is in an active buying phase at any given time, meaning a focus solely on sales-ready leads ignores the vast majority of potential customers. This approach also leads to the premature handover of unqualified leads to sales, compounding inefficiencies and missed opportunities.
  3. Lack of Insight into Lead Loss Points: A sales funnel simplified into basic stages like outreach, call booking, proposal submission, and win/loss outcome offers little insight into where and why potential deals falter. Without this understanding, pinpointing and addressing the root causes of lost opportunities becomes a guessing game.
  4. Inadequacy in Mapping the Buyer Journey: The complexity of B2B buying processes and extended sales cycles cannot be adequately captured by the AIDA model. A comprehensive understanding of the customer journey, encompassing everything from initial awareness through to post-purchase satisfaction and expansion opportunities, is essential. This necessitates a multifaceted funnel approach that considers demand generation, lead nurturing, sales engagement, and beyond.

To truly grasp and enhance the efficiency of marketing and sales efforts, it’s advised to conceptualize not one but three distinct funnels, each tailored to different stages of the customer journey. This approach ensures a more thorough and effective strategy, aligning with the intricate realities of the modern B2B marketplace.

And finally in part 3 of this series we will dig in the GTM strategy.

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