Traditionally, companies have distinct organizational units (e.g., sales, marketing, customer success, and customer support). The units didn’t always work smoothly together and it caused friction, such as who does customer success report to? How do the commissions break down across people in the MQL, SDR, and CS roles? B2B SaaS tools provide a foundational platform for merged business units and significantly more automation.
With an integrated sales system, all elements of the customer journey are monitored, and all phases are kept balanced (see Customer Journey image below). Tending to the automation and experimenting will be done by a GTM Engineer. Don’t let the pool of prospects decline or run dry. Don’t close too many deals if you don’t have the onboarding resources. Don’t spend too much time acquiring new customers and sacrifice customer success and retention. Think of the volume of customer data you will collect! Don’t stop experimenting and learning how to tweak the sales system to mirror the everchanging customer journeys.
