Everyone Wants Alignment But No One Understands It

Everyone in GTM functions has been complaining about a lack of alignment for centuries. (maybe decades), but none seem to really want it, or know how to get it, because they dont really understand what it means.

Marketing messages a value model.

Sales messages a value model.

Customer Success messages a value model.

Product development is aligned to a value model.

If all 4 of these value models are different, you are not aligned and the result is that you will not grow as much as you would like.

If all 4 of these value models are about you and not your customer, you will not grow as much.

If all 4 of these models are unique to the silo your customer will be as confused as your teams, and you won’t grow as much.

OK, so what are the criteria by which you make sure the value model is exactly the same across all 4 of these functions?

You have to start with the customer in mind and specifically the customers experience. You have to know what promise they expect you to make and keep, and work your way backwards to a model that aligns ALL of your functions to it.