Can GTM out hire it's data problem?
Companies know their GTM teams have a data problem... now they're hiring to fix it
“The deterioration of a B2B database is not an isolated event but a continuous struggle. On average, databases can experience an accuracy decline of between 2% to 5% monthly, leading to significant data decay with the passage of time.”
— DemandScience in The Hidden Perils of B2B Data Deprecation
As go-to-market teams get leaner and meaner and companies look to move from “growth at all costs” to efficiency and profitability, companies are increasingly recognizing the pivotal role that data plays in supercharging their revenue functions.
This edition of Human Capitalist dives into the increased investment in data roles on GTM teams. This investment is not merely a fad but a clear reflection of the critical need for businesses to leverage data to stay competitive.
Explore hiring trends for data positions and get insights from top investors and operators on how their teams are leveraging data to greatly improve their GTM motions. We end this edition with three quick hits on some of the best human capital insights we’ve uncovered over the past few weeks.
In God We Trust, All Others Bring Data
Over the past 18 months, there has been a significant shift in corporate attitudes towards Go-To-Market (GTM) strategies, focusing on efficiency as the key indicator of success, rather than growth at any cost. However the growth imperative has not changed, so how might companies continue to grow while controlling costs?
With better data, of course.
Based on the latest workforce dynamics, data and content positions are “in” (data on content roles) and hiring more reps is “out” (data on entry- to mid-level GTM roles).
Data-driven approaches in GTM strategies enhance operational efficiency, improve campaign performance, refine sales tactics, and boost the utility of new tools and products.
The positive impact of data investments is something that GTMfund is seeing across its portfolio.
“The rapid increase in investment for data roles across our portfolio highlights a crucial strategy: leveraging data and its processing power is key to enhancing efficiency in all go-to-market functions, including operations, sales, and marketing.”
— Scott Barker, Partner at GTMfund
Similarly, DemandScience's focus on accurate data leads to internal cost efficiencies and reduced customer acquisition costs for their clients.
“Compliant, accurate data is the foundation for success across all organizations. Teams have become increasingly data-driven to fuel new growth opportunities, find operating efficiencies, and execute their overall business strategy. The increased emphasis on data roles and the importance of data hygiene is a strategic investment for companies aiming to get the most from their resources and data assets. A strong data foundation, augmented by clean data, is core to driving meaningful ROI across all business strategies.”
— Bill Harrigan, Chief Strategy Officer at DemandScience
Curious to see the impact of data initiatives on different GTM roles? Dive into the three quick hits below.
Three quick hits
1) What’s the future for SDRs and Marketing Managers?
As highlighted in the Seat License edition of Human Capitalist, entry- to mid-level sales and marketing jobs have been disappearing for over a year. As companies invest in data, will we see a paradigm shift in the structure of GTM teams?
2) Will RevOps turn GTM into a well-oiled machine?
While there was a lull or culling amongst many other GTM roles last year, Forbes dubbed RevOps the fastest-growing job in the U.S. See the growth data below.
3) Will your GTM team have a Chief AI Officer?
Companies across every industry are hiring top AI talent to drive adoption and innovation. Within the “Tech” industry, dozens of GTM tech companies have hired AI executives.
What questions would you ask?
To put context around the “big numbers” of real-time human capital and job change data — specifically, 30k+ daily changes across 90M+ people at 4M+ companies — I started asking questions of our data.
For every question, there are answers, insights, and… more questions.
I’m constantly thinking about the next batch of questions and insights to dig into. If there is a human capital data question you’re interested in exploring, leave a comment below or reach out directly via LinkedIn.