How to Solve for Inconsistent Value Propositions

Go-to-market teams struggle with inconsistent value propositions across marketing assets and sales outreach. This disjointed messaging confuses buyers and hampers sales productivity. Teams lack a centralized way to align on key messaging and automatically disseminate it across all customer-facing content.

Marketing creates generic content that fails to resonate with specific industries or accounts. Sales reps waste time hunting for relevant talk tracks and case studies. The fragmented buyer experience makes it hard to stand out from competitors and close deals.

A GTM AI Platform enables teams to codify core value propositions and use cases for each target industry and account. AI-powered workflows automatically generate on-brand content and campaigns that speak directly to each audience's unique needs. This approach maximizes relevance and consistency from the first touchpoint to the final proposal, accelerating GTM Velocity.

How to Solve Inconsistent Value Propositions

A GTM AI Platform provides two key workflows that work together to solve inconsistent value propositions:

• Account Research Workflow (part of the ABM package): Analyzes target accounts to identify their key initiatives, challenges and how your solution aligns
• Campaign Creation Workflow (part of the Campaign Execution package): Automatically generates comprehensive campaign content that is tailored to each target account

1. Account Research Workflow

This workflow helps go-to-market teams develop a deep understanding of each target account so they can align their messaging and create highly relevant content.

Inputs Needed:

• Company domain

How the Workflow Works:

• Step 1: Enter the company's domain and key industry trends into the workflow
• Step 2: Analyze the company's website, news, financial reports, and other public data sources in the context of industry drivers
• Step 3: Review the AI-generated insights report, which includes:
  • Detailed analysis of the account's strategic initiatives, pain points, and challenges
  • Suggestions on how your key value propositions align with the account's needs
  • Ideas for creating account-specific content, events, and campaigns
• Step 4: Refine and validate the insights with additional research and input from sales
• Step 5: Feed the finalized account research into the Campaign Creation Workflow

The Account Research Workflow aligns sales and marketing on the same strategic insights about each target account. It provides key information on what matters most to each stakeholder.

Example in Action: The sales team at a B2B marketing analytics company targets a major enterprise account. They run the account's domain through the Account Research Workflow, along with key trends like the rise of multi-touch attribution and martech consolidation. The workflow discovers that the CMO focuses on improving campaign attribution and consolidating their martech stack. It suggests emphasizing their solution's ability to provide unified multi-touch attribution across all channels. It also generates ideas for account-specific content like customer case studies, an ROI calculator, and a webinar on marketing measurement best practices. The sales team shares this research with marketing to inform the account-based campaign strategy.

The Account Research Workflow uncovers the account's key initiatives and challenges, enabling hyper-relevant messaging and content. It serves as the foundation for developing a cohesive narrative that will resonate with all decision-makers.

2. Campaign Creation Workflow

This workflow enables marketing teams to quickly spin up comprehensive campaigns that are tailored to each target account's needs. It ensures consistent messaging across all touchpoints while saving hours of manual content creation.

Inputs Needed:

• Campaign Brief

What the Workflow Does:

• Step 1: Enter the account-specific messaging insights and content ideas from the Account Research Workflow
• Step 2: Run the Campaign Creation Workflow to automatically generate personalized campaign assets, such as emails, landing pages, presentations, and ads‍
• Step 3: Review and refine the AI-generated content, ensuring it aligns with the account's needs and your value prop‍
• Step 4: Distribute the approved campaign assets to the appropriate channels and stakeholders

The Campaign Creation Workflow develops full-funnel campaigns that speak directly to each account's unique context. Sales and marketing engage decision-makers at every stage with the right mix of content and tactics.

Example in Action: Continuing from the previous example, the marketing team takes the account research insights and runs them through the Campaign Creation Workflow. They select a mix of assets including a series of personalized emails, an account-specific landing page, a customer case study, and a targeted LinkedIn ad campaign.

The workflow automatically generates the content, weaving in the account's key initiatives and pain points around campaign attribution and martech consolidation. The messaging emphasizes the company's unique value proposition around unified multi-touch attribution.

After refining the content, the marketing team launches the account-based campaign across channels. Sales reps follow up with personalized outreach that builds on the messaging. By engaging the account with a cohesive narrative, they are able to book a meeting with the CMO and start a sales conversation.

Putting Them Together

The Account Research and Campaign Creation Workflows enable go-to-market teams to:

1. Develop a deep understanding of each target account's needs and challenges
2. Align on the most relevant value propositions and use cases to emphasize
3. Automatically generate consistent, on-brand campaign content at scale
4. Engage accounts with highly targeted, relevant messaging across all touchpoints
5. Deliver a cohesive buyer experience that builds trust and credibility

This integrated approach unifies sales and marketing messaging while tailoring outreach to each account. It improves conversion rates by ensuring maximum relevance at every interaction, accelerating GTM Velocity.

Why Copilots Aren't Sufficient

Standalone AI copilots like ChatGPT help with individual content creation tasks, but they can't align value propositions across teams and automatically disseminate insights at scale. Some key gaps with copilots include:

• They operate in silos vs. integrating with CRM and sales enablement tools
• They lack context on target accounts and key messaging
• Individual reps must manually prompt the copilots and try to maintain consistency
• They can't automatically generate full campaigns or content libraries

Relying solely on copilots still allows inconsistent messaging and requires more manual effort from go-to-market teams. An integrated GTM AI strategy solves this issue and avoids GTM Bloat.

Looking Ahead

With a strong foundation of account research and on-brand content, go-to-market teams can expand their efforts by using additional workflows in a GTM AI Platform:

• Conversation Intelligence: Analyze sales call transcripts to identify what messaging is resonating and generate optimized talk tracks
• Win/Loss Analysis: Determine the key factors behind closed-won and closed-lost deals to optimize value propositions and countering competitor objections
• Content Atomization: Break down long-form content into snackable "atomic" units that can be recombined into new assets for different channels and funnel stages

Aligning value propositions across the entire buyer journey maximizes the impact of account-based plays and drives more revenue. A GTM AI Platform unifies messaging and automates content creation to deliver a standout customer experience at every touchpoint.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

• Unstoppable Go-to-Market Success with Sangram Vajre: Tune in to hear Sangram Vajre, co-founder of Terminus, share his proven framework for achieving unstoppable GTM success. He dives into key plays for aligning sales and marketing to deliver a cohesive customer experience.
• Making the Shift to Profitable, Efficient Growth with Sam Jacobs: In this episode, Sam Jacobs discusses strategies for driving efficient growth in any economic climate. Learn how to focus your GTM efforts on the right accounts and activities to maximize revenue impact.

By implementing the workflows and best practices covered in this guide, you'll be well on your way to solving inconsistent value propositions and accelerating GTM velocity. Ready to see how a GTM AI platform can help you achieve your goals? Book a demo today and let's discuss your specific needs.