Rethink Your Go-to-Market Model
The Right Combination for Growth
Business models must constantly adapt to changing market conditions, evolving customer demands, and new competitors and offerings. In addition, digital platforms and technology acceleration have transformed how customers interact with sellers and how business gets done.
Successful companies have the right combination of effective sales channels, defined roles and responsibilities for sales and marketing teams, and advanced tools and resources. Together, these resources support your competitive standing, helping you reach your revenue goals.
Alexander Group helps companies create an efficient go-to-market (GTM) model that makes the most of your Sales, Marketing, Service and Operations investment.
How We Help
- Define optimal value messaging and organize sales strategy around use cases: Identify the key benefits and value propositions of your products and services. Then, structure your sales approach around specific scenarios or customer needs where those benefits are most relevant.
- Simplify sales coverage model and delineate between sales and delivery: Streamline the process of identifying and targeting potential customers. Clearly define the responsibilities of sales and delivery teams to ensure smooth and efficient service.
- Better clarify roles and responsibilities to maximize new sales, expansion and retention: Clearly define the roles and objectives of each team member to ensure effective collaboration and decision-making. As a result, you will increase the chances of winning new business, expanding existing relationships and retaining satisfied customers.
- Ensure the organization has the right skills and capabilities for complex offer portfolios: Identify the knowledge and experience required to sell more advanced or specialized products or services. Make sure your team has the necessary training and resources to be successful.
- Align sales compensation and quota programs to motivate and achieve more aggressive business goals: Create incentives and performance metrics that align with your company’s overall business objectives, motivating sales teams to exceed their targets.
- Evaluate current and new markets, areas of opportunity and optimize marketing channels, mix and return Assess the potential of new or existing markets. Next, identify the most effective marketing tactics and channels to reach those audiences to maximize the return on investment.
Related Insights
Participate in Our Research
Briefing Offers- Artificial Intelligence in the Commercial Organization How are commercial leaders aligning AI investments and use cases to growth plays? Learn the best practices and use case guides for AI-enabled commercial growth plays and the most effective AI implementation tactics.
- Key Talent Management Strategies to Increase Productivity and Efficiency Business services organizations that generate strong profitable growth have more productive and efficient commercial teams by outperforming competitors in key talent management areas. These best-in-class business services companies have 23% more sellers achieving quota and an 18% higher net revenue retention. Discover the five principles these firms have implemented to enhance their talent management strategies.
- Marketing Growth Plays for Commercial Excellence Through 200+ marketing survey responses and 35+ interviews with B2B marketing executives, this study reports on the marketing organizational structures and performance insights to scale the marketing organization, increase marketing productivity and measurement and expand digital reach.
- Marketing Insights Study Over 150 marketing executives were interviewed to determine the marketing initiatives being prioritized to maximize customer lifetime value. From marketing roles and resource allocation to marketing mix, channels and spend, get the latest insights on where marketing leaders are investing to advance their organization’s marketing maturity.
- Optimizing Jobs for Commercial Excellence Are your role and coverage strategies aligned for productivity and profitability? Alexander Group surveyed 250+ CROs and interviewed 100+ executives to understand how companies are organizing and deploying their sales roles. Schedule a complimentary readout today to learn more about the roles and coverage capabilities for operational improvement.
- Shifting Demand Generation Investments for Top Performance With macroeconomic factors and profitability pressure on the rise, firms today face the dilemma of allocating limited resources between different channels and initiatives. Determining the most effective and efficient investment strategy requires careful analysis and understanding of target markets, customer preferences and staying ahead of the curve with industry best practices.
- Steps to Elevate Customer Experience Business services firms that have implemented successful customer experience (CX) strategies are 36% more effective at retaining customers. Generated from interviews with commercial leaders, this research study provides the best practices for developing a CX program that impacts all interactions―from the initial encounter to long after the purchase.
Upcoming Business Services Events
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Cross-Industry: Intelligent Coverage at Scale
Virtual RoundtableBuilding the Revenue-Ready Marketing Organization for Business and Financial Services, Media and Tech
Business and financial services, media and technology organizations sit at the sharp end of the revenue-marketing reckoning. As the largest cohort in Alexander Group’s new Revenue-Ready Marketing Organization research, these sectors face the most unforgiving acquisition math:
- Expansion revenue costs $0.20–$0.69 per $1 of ACV versus $1.50–$3.00 for a new logo, yet most teams still send under 15% of budget to existing customers.
- Blended sales-and-marketing CAC has hit ~$2.00 for every $1.00 of new ARR, up 40–60% since 2023, while payback periods stretch toward 20 months.
- AI is moving from a cost center to a revenue engine: Data-science-enabled programs nearly double average bookings ($218K → $416K) and cut S&M OpEx ~20%. The gap is discipline—40% still lack formal AI governance.
To help senior commercial leaders respond, Alexander Group’s Marketing Services practice is hosting a peer-level discussion on how leading organizations are consolidating AI-native marketing operations, mastering CAC and rebuilding the marketing P&L around the highest-efficiency pipeline in the building: expansion.
This session will cover:
- AI-native stack consolidation: Agentic workflows and the new talent model (e.g., the GTM engineer) reshaping software and semiconductor marketing operations.
- Intelligent coverage at scale: AI-driven lead scoring and compliance automation in concentrated FS and professional-services customer bases; agentic AI use has nearly doubled to ~40%.
- GenAI creative and yield in media: Creative production at scale, audience targeting and programmatic yield optimization across AdTech, agencies and retail media.
- CAC mastery and the new marketing P&L: Blended CAC attribution, channel-level ROI, and the shift from lead volume to bookings impact.
- The expansion-first model: Why the $0.20–$0.69 install-base pipeline beats new-logo spend, and how to reallocate budget to capture it.
Attendees will walk away with:
- An AI-native operating model—stack consolidation, agentic workflows and the emerging talent roles that scale coverage.
- A CAC-mastery framework: blended acquisition math, channel ROI and a marketing P&L your CFO will respect.
- The expansion-economics case for reallocating budget to the highest-efficiency pipeline in the building.
- Cross-sector benchmarks on attribution confidence, GTM motion mix (SLG/PLG/partner) and ROMI performance.
- Priority access to the Tech/Media and B&FS sector briefings and the Revenue-Ready self-diagnostic.
Who Should Attend
CMOs, CROs, CCOs and SVPs/VPs of Marketing and Sales at software, semiconductor, IT-services, hardware, AdTech, media, agency, retail-media, banking, insurance, FinTech, professional-services and human-capital organizations.
Attendance is limited and curated to protect candor; sessions are not recorded for distribution.
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Thursday, September 17, 2026
1:00 p.m. – 2:00 p.m. ET -
Virtual
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Executive Forum
St. Regis Hotel | Chicago, ILJoin senior sales, marketing, commercial and operations leaders to share stories of transformation, connect 1:1 virtually and take away actionable ideas.
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Wednesday, September 30, 2026 –
Thursday, October 1, 2026 -
St. Regis Hotel | Chicago, IL
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Join our Business Services Community
Alexander Group’s community enables leading executives to share insights and takeaways for immediate use. Participants engage with sales leaders in interactive discussions while gaining knowledge on best practices, pitfalls and challenges.
Practice Leadership
Alexander Group Can Help
Is your go-to-market strategy focused on sales productivity to ensure profitable growth?