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In this episode of Sunny Side Up, host Eric McInturff interviews accomplished marketing leader Prachi Gore on building an agile go-to-market strategy. Prachi has nearly 15 years of experience in marketing, consulting, and driving demand generation, brand adoption, and operational efficiency. The guest shares her background in marketing, starting with consumer tech and digital marketing, and transitioning into B2B and large enterprise markets. The conversation also includes a discussion of Checkr’s strategic intent behind their acquisitions of ModoHR and GoodHire in 2020, and how they were directly tied to the company’s growth strategy, as well as potential changes and pivots in the go-to-market strategy that may be needed in the future.
Prachi is an accomplished marketing leader with a passion for innovation, team-building, and consistent high performance. She has almost 15+ years of experience in marketing and consulting, driving demand generation, brand adoption, and growth. Prachi also has a very strong track record in delivering high-impact campaigns while driving operational efficiency and increasing ROI.
“As a leader, you have to make really good judgment calls with limited data”.
– Prachi Gore
Prachi Gore has a background in marketing, specifically in the consumer tech industry. She has experience in performance marketing and digital marketing, and has worked with companies such as SunPower, a solar company. Gore has also transitioned into B2B marketing, and has experience in large enterprise B2B and PLG. Despite the different areas of marketing she has worked in, Gore’s favorite aspect of her career is that it always comes back to talking to people, which is what marketing is all about. Gore has been in the industry for over 15 years, nearing two decades of experience.
Checkr, a company that specializes in background checks and compliance solutions, acquired ModoHr and GoodHire earlier this year as part of their growth strategy. The acquisition of Modo was specifically aimed at expanding their presence in the Canadian market, while the acquisition of GoodHire was aimed at expanding their self-serve product offerings and penetrating the SMB market. The acquisition of GoodHire was seen as a quick accelerator for Checkr’s growth strategy and has reportedly led to great success since the acquisition.
No major recalibration of the go-to-market (GTM) strategy was made post-acquisition. The expansion was a hundred percent part of the GTM strategy and no unforeseen events or circumstances occurred. The acquisitions were planned with a long roadmap that included integration, and teams were diligently working through the migration and integration strategy. No unforeseen issues come to mind, but it is noted that 2023 may have potential for interesting developments.
In 2023, Checkr plans to focus on scaling and sophistication of programs, both on the acquisition and customer growth side. The company also plans to focus on customer touchpoints and scaling customer marketing and customer success programs to ensure value is being driven and the company is close to its customers. Additionally, Checkr plans to focus on promoting its mission and driving policy and societal impact to make the industry fairer. Finally, the company is also planning to focus on customer-centricity.
As a leader, when faced with unforeseen changes in a business environment, one strategy for pivoting a GTM strategy is to engage in scenario building. This may involve assessing potential outcomes and identifying potential risks, while still maintaining a focus on growth. Additionally, leaders may choose to increase investments in certain areas, while also being cautious about taking on big liabilities. They may also invest more resources in staying close to customer data and analytics, in order to recognize patterns and make decisions accordingly. Overall, a well-planned and thoughtful approach is key to being prepared for any potential changes that may come.
When building an agile GTM strategy, it is recommended to adopt a project management or program management framework. This is crucial for keeping track of everything and ensuring that the campaign owners or leaders assume responsibility. Another important step is to incorporate data-driven decision-making into the program or process. This helps to drive the success or failure of the agile methodology and allows for early feedback. Additionally, it is important to have daily standups, which are critical for complex projects and leadership alignment. These standups provide a forum for discussing issues and unblocking any obstacles that may arise, keeping the team moving quickly. Overall, it is important to have a project or program management mindset, data-driven decision making, and daily standups for a successful agile GTM strategy.
Leadership often involves making important decisions with limited data. One of the key aspects of leadership is being able to make good judgment calls, which is why it is crucial to work with good, clean data. However, it can be easy to unknowingly use bad data which can lead to poor decisions. To avoid this, it is important to be aware of the constantly shifting nature of data and the target ICP in order to make smart and educated decisions.
Greenlights by Matthew McConaughey
Christine Heckart — CEO & Founder at Xapa
Robert Chatwani — CMO at Atlassian
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