A Principle of People-first GTM

Infuse the right people (creators, influencers, customers) into all parts of your go-to-market.

That's what I have recently been discussing with many GTM leaders.

The importance of surrounding people with the voices and minds of people your audience already respects and trusts.

To me, it's the ultimate version of Ecosystem-led Growth.

Partner with the people that matter or mean something to your audience. The key is a partner. Sure you can pay them. But don't pay them for a one-time thing. Infuse them into your brand and go-to-market that's meaningful and real. Something that goes beyond a transaction.

Here are some interesting stats from a 2022 HBS study. The number one thing that drives influencer marketing ROI? Originality.

It's one of the principles of People-first GTM.

So today's tip is to find ways to partner with the right people in different parts of the customer journey (aka your go-to-market strategy) in ways that are original.