Recently, Trumpet proudly sponsored the WiserHQ event 2024: Modern GTM Functions. This insightful gathering brought together industry giants such as AutoGen AI, Wiz, and Juro, where we explored go-to-market (GTM) strategies.

Meet the panellists:

Rob Massa  CRO @ Juro Intelligent contract automation platform

Marina Ayton  Sales VP UK&I at  WIZ

Natalie Johnson CRO @ AutogenAI

Rory Sadler Co-Founder & CEO @ trumpet 

We’ve pulled together the key takeaways from the evening and we’re  excited to share them, these insights could reshape your approach to sales and go-to-market strategies.

You can also watch the full discussion on the video here.

The Power of value Selling

One of the central themes that  throughout the event was the importance of value selling. Natalie Johnson, CRO of AutoGen AI, emphasised al shift in sales strategy: "The magic moment is not in features but in how you solve the customer's pain." This perspective underscores the need for sales professionals to move beyond product specifications and focus on addressing the core challenges faced by potential clients.

Johnson shared her experience with implementing the PACT framework and utilising tools like Kvama to build comprehensive value hypotheses. The key, she noted, is to quantify not just the ROI but also the cost of inaction—a powerful motivator for decision-makers.

Crafting CFO-ready business cases

The ability to present a compelling business case has become non-negotiable. Marina Aiton, representing Wiz, commented, "It's no longer acceptable not to have a CFO-ready business case." 

A well-structured business case should include:

1. Hard numbers: Quantifiable benefits and cost savings

2. Soft benefits: Improvements in efficiency and innovation opportunities

3. Future opportunities: Alignment with the client's strategic direction
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4. The consensus was clear—keep it concise (ideally 1-2 pages), tangible, and backed by internal champions who can verify your figures.

Balancing technology and human touch

While technology has revolutionised sales processes, the human element remains irreplaceable. Rob Massa, CRO of Juro, advocated for a more personalised approach:

"It's more important than ever now to really be more human when you're selling versus just only following your process and sticking to your process."

This sentiment was echoed across the panel, with discussions on how to utilise tools like MEDPIC without losing the authenticity that builds genuine connections with prospects. The key lies in spreading qualification questions throughout the sales cycle rather than front-loading them, allowing for more natural, value-driven conversations.

A different approach to pipeline generation

In a surprising twist, traditional methods are making a comeback. Natalie Johnson shared that cold calling has been their "biggest needle mover" in building pipeline. This approach, combined with strategic use of social media and personalised outreach, has brought impressive results for many organisations.

Marina Aiton from Wiz emphasised the importance of a structured approach to pipeline generation, including setting specific targets for new business meetings and defining what constitutes a qualified opportunity.

Adapting to market challenges

Also discussed,  the current market challenges, with software no longer "flying off the shelf," sales teams must adapt using strategies such as:

- Focusing on value realisation programs with existing customers

- Implementing fast business value assessments

- Ensuring consistent messaging across all go-to-market teams

Hiring and developing top talent

In the very competitive world of sales, having the right team is crucial, so also discussed by the team of panelists we’re what they look for in potential hires:

- Intelligence and problem-solving skills

- Tenacity and the ability to persevere through challenges

- Coachability and a willingness to learn

- Track record of managing complex sales cycles

- Entrepreneurial spirit

- The ability to show vulnerability and authenticity

Final thoughts

Whilst we don’t have a crystal ball, if we look to the future of sales and go-to-market strategies, several key themes emerge:

1. The increasing importance of value-based selling and robust business cases

2. The need for a balance between technological efficiency and human connection

3. The resurgence of traditional sales methods alongside innovative digital strategies

4. The critical role of continuous learning and adaptation in a rapidly changing market

The WiserHQ event provided a wealth of insights for sales professionals at all levels. The mix of lessons and tips shared by these industry leaders serves as a valuable roadmap for achieving success in sales.

As Rob Massa aptly put it, "The difference lies in being humane, not robotic." Embracing this philosophy will be essential as we navigate the complexities of modern sales and GTM functions in 2024 and beyond.