Thriving in the Era of Efficient Growth: A New Playbook for Today’s GTM Leaders

Across sizes, industries, and objectives, businesses today aren’t just being asked to grow – they’re being asked to grow efficiently.

The macroeconomic roller coaster of the past several years has meant reallocated, minimized, or even eliminated resources for many GTM (Go-To-Market) teams. These shifts and reorganizations have emphasized the importance of process efficiencies. It’s now crystal clear that motivation-focused strategies that optimize a business’ return on incentive spend are especially essential for cultivating sustaining high-performance revenue organizations that drive top-line growth without breaking the bank.

While a “growth-at-all-costs” mindset may have been feasible in rosier times, this new era — where workforce consolidations and dialed-back spend have become the norm — requires business leaders to take a closer look under the operational hood, and implement more sustainable planning and performance strategies to help them meet three mission-critical objectives:

Improving operational efficiency

‍Automate manual tasks and streamline workflows to free up time and space to become more intentional and strategic.

"Overwhelmed by administrative duties, decision-makers often neglect to critically assess which behaviors they aim to incentivize and understand the subsequent effects on business performance and employee focus within variable compensation frameworks."
- Matt Curl, COO at Apollo.io

Hitting today’s revenue plan and targets

‍Put the right motivational levers in place to efficiently drive revenue without breaking the bank.

“When you implement an incentive program, you have to get it right. And getting it right means making sure employees understand how they’re getting paid, making sure that it’s aligned to the job roles, making sure they have visibility into the payments, and making sure they have the confidence that you’re going to deliver on your promises as an employer.”
- Matt Bartels, Principal at The Alexander Group

Setting up for future growth and acceleration

‍Clearly understand what’s working and what’s not – and remain flexible to stay ahead of market and business changes.

“As we talk about trying to uplevel from being tactical to strategic, having the right insights is what’s going to enable you to be that thought partner – the person who can actually guide the business.”
- Rosalyn Santa Elena, Founder of the RevOps Collective

As the biggest sales expense for many businesses, and one of the biggest expenses overall, getting incentive compensation right via transparency, timeliness, and accuracy is table stakes. And as the most impactful expense, it’s critical that organizations design and implement plans that motivate the right behaviors and outcomes. Striking the right balance here is no easy feat — it takes careful planning, execution, and monitoring to ensure your sales performance strategies successfully deliver immediate and longer-term results.

How can today’s organizations truly thrive on their way to meeting each of these high-priority objectives in this new Era of Efficient Growth?